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Maldives marketing campaigns launched in key markets

The Maldives Marketing and Public Relations Corporation teamed up with leading tour operators to launch destination marketing campaigns in key markets, promoting the country as a safe haven that offers natural isolation and social distancing with resorts on private islands.

The MMPRC held a webinar on 22 February in partnership with JTB Media Retailing – one of the biggest tour operators in Japan – “to revitalize and maintain the Maldives’ brand presence in the Japanese market” by utilising JTB’s communications channels. Local partner Jumeirah Maldives Olhahali hosted the live virtual event on the resort island.

Attended by 120 viewers, the webinar included an introduction by JTB Tabimonogatari, a destination presentation, a live session from the resort sponsor and a Q&A session. It was estimated to have reached over 186,165 people and helped gain followers for Visit Maldives Japan’s social media.

Before the Covid-19 pandemic, Japan was a top source market with 44,251 tourists in 2019. The MMPRC “aims to maintain destination presence and to place Maldives as the top choice destination to travel to when travel restrictions in Japan are eased further. Activities in the pipeline for the Japanese market include media and celebrity familiarization trips, and social media campaigns.” 

Middle East

On 25 February, the MMPRC launched a two-week marketing campaign with Seera Group’s flagship consumer travel brand Almosafer, a leading travel agency from the Middle East. The operator was enlisted to “disseminate informative and creative content, as well as organic posts and stories on social media platforms like Twitter, Instagram, and Snapchat to promote the Maldives.”

The campaign is expected to reach five million people and provide travel information and guidelines for potential tourists “among affluent and niche Saudi and Middle Eastern travellers.” Different segments of tourism available from the Maldives are highlighted, including honeymoons and romantic holidays, family holidays, diving, watersports, and MICE tourism.

United Kingdom

A one-month destination marketing campaign with Kuoni UK kicked off on 28 February. Kuoni UK has a network of 48 retail stores under Kuoni Travel, a leading operator that offers package holidays and cruise line tours as well as charter and scheduled passenger airline travel.

“During this campaign, dedicated emails with information of the destination will be sent out to the Kuoni database and advertisements, homepage banners and inspirational articles based on the destination will be posted on Kuoni’s social media platforms and website,” according to the MMPRC.

“Furthermore, classified advertisements will be posted on the Sunday Telegraph, while in-store video material featuring the Maldives will be displayed across 26 stores in the UK. The campaign is expected to markedly increase bookings and arrivals from the UK to the Maldives.” 

The UK is currently the second-largest market for tourists with 28,569 holidaymakers so far this year (as of 23 February 2022), which represents a 11.4 percent market share. Last year, the Maldives was represented in major fairs such as The National Wedding Show and WTM London 2021.

In Germany, the MMPRC launched a month-long digital marketing campaign with FTI, one of the largest tour operators in Europe.

“Under this campaign, attention-catching advertisements featuring the Maldives and destination products will be displayed in FTI’s website and newsletter,” the MMPRC explained.

“A special landing page will also be created, showcasing the jaw-dropping natural scenery of the Maldives with detailed destination information, and will further provide attractive vacation offers to the Maldives.”

In 2021, 94,784 German tourists visited the Maldives, accounting for a 7.2 percent market share. During the year, the MMPRC participated in the virtual edition of ITB Berlin 2021 and conducted a joint campaign with Condor, Travel Impressions (American Express) and TUI as well as promotional campaigns with Imagine Magazine, Manta Reisen, Connoisseur Circle and Lets Go Tours.

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01. The Introduction & Challenge

“I cannot give you the formula for success, but I can give you the formula for failure. It is: Try to please everybody.” – Herbert Bayard Swope

02. Working Process

As part of the process of developing the Maldives Tourism site – and ensuring it accurately reflected this fast growing business and the path planned for its future development, we carried out a series of meetings with the main teams within the business, along with other key stakeholders. This process enabled a clearly defined site structure to emerge, along with priorities for the type of content that needed to be highlighted for each specific audience group. Engaging with staff across the business also helped communicate the process around the website rebuild and the rebranding activity that was happening at the same time. Once the site structure had been determined, our SMART team used their website development expertise to build a modular website that would be easy for visitors to navigate and book for their desired guesthouse located in Maldives.

03. Perfect Result

“The site is performing really well, but more importantly we’re thrilled with how flexibility it provides to update the booking status for my guesthouse. We can add, edit, remove pretty much any aspect of this new site, which for a quickly evolving company like ours is a godsend,” – Guest house Owner

Featured News January 5, 2023

An Overview of the Maldives Tourism Industry in 2022

As 2022 concluded, Maldives welcomed over 1.6 million tourists for the year, surpassing its tourist arrival targets despite the challenges faced due to the COVID-19 pandemic and recent geopolitical conflicts. 

The Maldives recorded its 1 millionth tourist arrival on 12th August 2022 and 1.6 millionth tourist arrival on 20th December 2022 reaching the yearly target. Tourist arrivals in 2022 indicate a rebound of Maldives tourism to the pre-pandemic level. 

In October 2022, Maldives also marked the highest number of tourist arrivals in a given month in the history of Maldivian tourism, a figure that had not been achieved even in the record-breaking year of 2019.

The tourist arrivals were recorded at 1,675,294 on 31st December 2022, and it is a 26.7% increase from the arrivals recorded in 2021. Tourist arrivals in 2022 however, show a slight decrease of 1.6% in comparison to the arrivals recorded during the same period in 2019. 

Daily arrivals during the year remained over 5,016 tourists with an average stay of 8 nights.

India remained the top market for Maldives tourism in 2022 dominating over 14% with 240,000 arrivals. Russia followed closely at second contributing 12.1% with more than 198,000 tourists. Third, comes the U.K, contributing 10.7% with over 177,000 arrivals. Other top markets include Germany, Italy, the U.S.A, France, Spain, South Korea and Switzerland respectively.

According to the latest annual statistics released by the Ministry of Tourism, a total of 1,208 tourist accommodation facilities were in operation till 31st December 2022 including resorts, marinas, guesthouses, safari vessels and hotels. The total operating capacity was recorded as 59, 657 beds. 

Maldives once again secured the title of the World’s Leading Destination (among several other accolades) at the 2022 World Travel Awards, globally recognised as the hallmark of industry excellence. This is the third consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travellers from all over the globe.

As per the growth in arrivals in 2022, Maldives is expected to welcome 2 million tourists this year. Tourism Minister Dr Abdulla Mausoom stated that the goal is to have over 2 million tourist arrivals and 14.5 million bed nights for the year 2023.

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News April 30, 2024

Forget the beach: How you can experience the real Maldives

I was on a boat in the middle of the Indian Ocean, about to taste real life in the Maldives .

A crew of fishermen from Sun Siyam Iru Veli , located in the Dhaalu Atoll, set up the fishing lines. We were anchored off the shores of the nearby local island Bandidhoo, where people fish tuna for money and smaller reef fish for their tables. 

The task seemed simple enough: bait attached to a hook tied to the end of a fishing line, which I was to hold by hand. As the line dropped to the reef, I was to wait for the feel of a fish nibbling on the bait. Then I’d just pull the line by hand, and voilà: a catch. No poles or spears required. 

Long-line fishing is a generations-old tradition in the Maldives, a way of life for its people. Living in an island nation where not much grows, Maldivians sustain themselves off of fish and coconuts. Not only is it an ancient practice, but long-line fishing is sustainable, taking just a few fish at a time with minimal damage to coral reefs or bycatch. 

I quickly learned that I was not a natural long-line fisher. For the next hour, I mistook the moving current for a gullible fish when I was actually the gullible one. Other times, the fish was stealthy enough to take the bait without me feeling anything at all. 

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Instead, I watched the fishermen work their magic. The line danced in their hands, flying up and down. Sensitive to the slightest movement going on 65 feet underwater, they knew the exact moment to start pulling the line up and win the battle against the fish. 

As the sun set over the water, we caught a total of nine fish, including emperor fish, batfish and humpback snapper. 

Although the rest of the fish went to the fishermen to enjoy at home, one snapper would make a reappearance the following day. For lunch, I enjoyed the red snapper, grilled to perfection and sliced raw into sashimi. 

While the Maldives is renowned as a romantic, luxurious destination where people can enjoy the sunshine, soft white sand and gentle lapping turquoise waters, it’s also packed with history and culture. While everyone should spend some time relaxing at the beach , the atoll nation offers way more for travelers to do – and learn more about life in the Maldives. 

Like most things in the Maldives, most activities are unfortunately pricey, especially since booking through a resort is pretty much your only option.

Long-line fishing is just the beginning. Here are eight other activities in the Maldives beyond simply lounging on the beach.

Go fish, Maldivian-style

Sunset fishing was hands-down my favorite excursion in the Maldives. Watching the fishermen in action was exhilarating, even though I couldn’t get the long line fishing down myself. Partaking in the ancient fishing tradition was a peek into real Maldivian life – and against the most gorgeous of backdrops: the sun setting over the ocean. To pick which fish to eat the next day and how it would be prepared made the experience extra rewarding.  

Check out the marine life

The Maldives is rich in marine biodiversity. Guests can snorkel and dive with whale sharks in southern waters and alongside manta rays in the north. At Sun Siyam Iru Veli, I went on an afternoon snorkeling tour, a 20-minute boat ride from the resort, and swam along the reef, an uninhabited island. Dropping about 100 feet, the reef was overflowing with marine life. I spotted a plethora of tropical reef fish along with three Hawksbill turtles – the most common type in the Maldives – and a white-tip reef shark. 

Even on resort grounds, travelers have plenty of opportunities to easily witness marine life – I spotted a pod of dolphins swim past me on my sunset fishing excursion and baby reef sharks around the shoreline by my villa at Sun Siyam Iru Veli in the mornings. 

Are there blind scuba divers? Here's the accessible way anyone can explore the ocean.

Explore the ocean … at night

Most resorts in the Maldives also have a house reef, where colorful clownfish and triggerfish swim around anemones and soft coral. At Sun Siyam Iru Fushi , guests can request a nighttime snorkeling activity, where they dive in after the sun sets to see the reef in another light, literally. 

The gear was simple. I slipped an orange filter over my snorkel mask, secured with a band, to eliminate the fluorescence caused by my blue light flashlight. This light source would make all the difference, as the soft coral and anemones absorbed the blue light, casting neon greens and reds back. The bright red anemones swayed in the dark and soft coral glowed, showcasing intricate brain-like textures and patterns not noticeable in daylight. 

Help restore some coral

Coral reefs play a critical role in the very existence of the Maldives; without them, the islands would be damaged by strong waves. Maldivians also rely on the fish from reefs for their livelihoods. Guests can participate in coral restoration alongside on-staff marine biologists at multiple Sun Siyam Resorts with coral planting. In this activity, I fastened coral fragments to a metal frame that’s later placed in the ocean to hopefully regrow and thrive. 

Visit a local island 

Sun Siyam Resorts offers travelers the chance to get off the resort island and witness everyday life for Maldivians. Guests can sign up for a local island tour, which takes them to a local fishing village to meet community members and see the school and local shops. I went on a local farm tour, where I got to see how some of the produce, such as papaya, that’s served in the resorts are grown. 

Watersports galore

In the Maldives, the ocean is the main attraction. Siyam World Maldives way offers more than the typical jet skis, paddleboards and kayaks. Guests of all ages can clamber around on the Indian Ocean’s biggest floating waterpark, made up of inflatable obstacles. There are also electric surfboards, kite surfing, banana boats and underwater jetpacks. I rented a seabob, a diving scooter that let me glide up and down underwater like a dolphin at up to 13 miles per hour. It was a strange sensation, but definitely took snorkeling to the next level. 

Visit an uninhabited private island

Over 83% of the Maldives’ 1,192 islands are uninhabited, allowing travelers to bask in unspoiled tropical landscapes. At Sun Siyam Iru Fushi, I was able to enjoy untouched nature and be the only present human there. Sun Siyam Iru Fushi and its sister resort, Siyam World, also share a small private island where only palm trees exist (and a restroom facility, so don’t worry about that). Guests can book the private island for picnics and photoshoots, which willand it’ll be exclusively theirs for the entire time. During the picnic, staff set up a tent for respite from the afternoon sun and served lunch and even champagne. No roughing it here.

Learn more about Maldivian culture

Every Friday night at Sun Siyam Iru Fushi, Maldivian staff share a piece of their culture with guests through traditional song and dance – of course, guests are invited to learn the dance, too. In Boduberu , dancers move energetically to the beat of coconut drums and folk singing. The dancing style is said to have come from African sailors who reached the Maldives many centuries ago, and is typically performed at special occasions and celebrations. The resort also offers cooking classes, where guests can learn how to make traditional Maldivian dishes, and free workshops such as making your own coconut oil, a staple product for cooking in the country. 

Kathleen Wong is a travel reporter for USA TODAY based in Hawaii. You can reach her at [email protected] .

The Maldives is racing to create new land. Why are so many people concerned?

By Jesse Chase-Lubitz

Photography by Neeta Satam for Nature

24 April 2024

The island nation is expanding its territory by dredging up sediment from the ocean floor. 

But scientists, former government officials and activists say such reclamation can harm marine ecosystems and make the country more vulnerable to rising seas..

This article was produced in partnership with the Pulitzer Center.

This article is also available as a pdf version.

“Sun, sand and sea.” Those are the three ingredients for tourism in the Maldives, Mohamed Shaiz’s father told him. For more than a decade, Shaiz’s family owned a successful local hotel in Addu, the Maldives’ southernmost atoll. But nearly 9 months ago, the government took away the sea.

A state-sponsored project had pulled up sediment from offshore areas and used it to extend the beach in front of the hotel by 130 metres — too far to walk for most tourists who want easy access to the ocean. Now all Shaiz sees from his hotel is a human-made desert and a slew of cancelled reservations.

The view in front of Mohamed Shaiz’s hotel on Addu Atoll.

The Maldives is an 820-kilometre-long chain of nearly 1,200 islands dotting the Indian Ocean. The nation has become one of the most popular luxury tourism destinations in the world because of its Instagrammable beaches and its advertising slogan: “the sunny side of life”. But the Maldives is also one of the countries most vulnerable to sea-level rise . With 80% of its land less than one metre above sea level, some scientists predict that the islands could be completely submerged by 2100.

In an effort to keep the country above water and thriving, the government is adopting a strategy used by many nations around the globe : land reclamation. The sandy stretch in front of Shaiz’s hotel is some of the newest land on the planet, dug up from the bottom of the ocean, sucked through pipes and piled along the coast to make more space.

Maldivian government officials say that the land is necessary to make room for economic development, especially as sea levels rise.

“This will be a doorstep, a job destination and an income-generating destination,” said President Mohamed Muizzu at the inauguration of a new land-reclamation project last December.

Critics are unconvinced, and say that the country has enough space to thrive. One swathe of land on a neighbouring island near Shaiz’s hotel was reclaimed in 2016. It remains undeveloped today. “Call me in five years,” Shaiz says, gesturing to the newly created desert in front of his hotel. “This land will be the same.”

Mohamed Shaiz and his family own a hotel on Addu Atoll.

In addition to the disputed economics, there is serious concern about the environmental damage that land reclamation can cause. Studies in the Maldives and at other sites around the world have shown that it can harm corals and seagrass, damage natural barriers, such as sand bars, mangroves and estuaries, and destroy marine habitats. “Atolls are extremely vulnerable ecosystems,” says Bregje van Wesenbeeck, the scientific director of Deltares, a Dutch research institute for water management in Delft. “Once you start to interfere with them, you’re sort of failing them.”

Expanding territories

The island of Gulhifalhu lies just west of the capital, Malé. A reclamation project started in 2020 is filling in half the atoll.

Dutch planners are often considered the founders of land reclamation, with a history of water engineering going back some 800 years. Over the centuries, land-forming projects have shaped some of the world’s major cities, including Singapore, London, New York and Miami. In recent decades, most of the reclaimed land has been in East Asia. In China, Shanghai has reclaimed 350 square kilometres  — more than three times the size of Paris — over the past few decades. Colombo has added 100 km 2 in just 4 years, and 65 km 2 of Mumbai is reclaimed. A study on twenty-first-century coastal-land reclamation found that of 135 large coastal cities with populations of more than one million people, 75% had reclaimed land 1 .

With projects stretching back to 1997, the Maldives is a veteran of large-scale land reclamation. Then-minister of state for environment Abdulla Naseer said in 2018 that there are an estimated 50 islands with reclaimed land in the country, although many specialists say that’s a conservative estimate.

Source: Maldives Land and Survey Authority

Land scarcity is a key factor driving reclamation projects. Although the nation’s territory covers 90,000 km 2 , more than 99% of it is ocean. Around half a million people live on a total land area of just 300 km 2 , and the country welcomes around 1.3 million tourists each year, who contribute 80% of its gross domestic product. The capital, Malé, is one of the most densely populated parts of the planet. It’s possible to walk across the entire island in 20 minutes.

Images captured by LANDSAT satellites in 1997 and 2020 show the impact of reclamation projects on Malé and nearby islands.

Credit: Lauren Dauphin/NASA Earth Observatory

The Maldives’ 1,200 islands are all atolls — rings of coral reef that surround lagoons. When the government decides to reclaim land, it takes sand from the lagoons using boats outfitted with suction pipes, which collect sand and coral debris from the ocean floor like giant vacuum cleaners. The boat then deposits the material in a different spot, either inside or outside the atoll, to form new land. Sometimes reclamation projects fill in the entire lagoon.

Environmental damage

Heaps of sand and debris are piled up next to Shaiz’s hotel and behind the new patch of reclaimed land.

Addu Atoll, the site of Shaiz’s hotel, is about two hours south of Malé by aeroplane. Its rich coral reefs support more than 1,200 species of fish — one of the factors that led the United Nations cultural organization UNESCO to include the atoll in its World Network of Biosphere Reserves in 2020.

Some of the islands are so narrow that you can almost always see water on both sides while standing in the centre. It’s a largely quiet and rural place that feels forgotten. Yet construction marches on.

The Ministry of National Planning, Housing and Infrastructure announced the Addu Development Project in 2021, aiming to reclaim parts of the atoll and develop a road connection between existing islands. One of the ministry’s justifications is that it will provide extra housing. In the Maldives, land for houses is given away to eligible individuals and families. Addu City’s mayor, Ali Nizar, says that there have been more than 5,000 requests for housing since he entered office in 2021. “We need land,” he says. “There’s no other way.”

A reclamation project in Addu started in early 2023 and is adding land for housing, businesses and resorts.

Because Addu has one of the few international airports in the country, the hope is also that the extra land will attract international investment. “With this huge expansion project, the transformational development of Addu City has commenced,” said former president Ibrahim Mohamed Solih after inaugurating the project in June 2023.

The project has been controversial from the start. When it was announced, Ibrahim Mohamed was sitting at his desk at the Maldives’ Environmental Protection Agency (EPA) in Malé. He instantly had concerns about how the project would affect Addu. Mohamed grew up in Addu in the 1970s, taking walks through the massive seagrass beds near his home. He remembers watching stingrays surf the waves, and marvelling at fiddler crabs along the shore.

Mohamed led the environmental impact assessment (EIA) process for land-reclamation projects. When the Addu proposal landed on his desk, he contracted an environmental consulting group called Water Solutions, headquarted in Malé, to do the review.

The environmental impact report , published in February 2022, found that “the proposed reclamation is well received by the community” and that there was “high interest to implement the project based on the potential economic benefits”. But it also concluded that “long-term irreversible negative impacts will be generated from the project” for both the environment and the community, including by destroying coral reefs and seagrass meadows and harming the fishing and tourism industries.

“It was sufficient enough for the EPA to reject the project,” Mohamed says. “But they didn’t.” In May 2022, he quit his job after 10 years at the agency.

After the report came out, the EPA pushed for changes, such as a smaller area from which the project would source sand. “We tried to change the scope because we are here to protect the environment and at the same time, help development,” says the agency’s director-general, Ibrahim Naeem. “Development has to go hand in hand with environment. It should not destroy the environment,” he says.

Once the changes were made to the proposed project, Water Solutions produced a second report to assess the environmental impacts at the end of September 2022. It found that the altered project, with increased mitigation and monitoring in place, would still have irreversible negative impacts — ranging from moderate to major — on marine plants and animals, protected and sensitive areas, tourism, fisheries and recreational activities.

The assessment calculated that the cost of the damage to coral reefs alone would be between US$340 million and $851 million.

The September 2022 report does not offer explicit recommendations. “Our role is to share the information. We just wanted to present the facts,” says Ahmed Jameel, managing director of Water Solutions and one of the authors of the report. However, he adds, the assessment was not vague in its conclusions. The findings showed clearly that the project “would have an overall negative impact”, he says.

When asked about the concerns raised in the second report, Naeem says that the findings, combined with insights he received from EPA staff members who conducted anonymous reviews of the EIA, indicated that there was “enough justification in the report to approve it in terms of social benefit”.

“Any development projects in this type of environment, especially in the marine area, will have an impact,” he says, adding that “if you do reclamation properly, and if you do it wisely, I think impacts can be minimized”.

Ibrahim Mohamed previously worked for the Maldives’ Environmental Protection Agency.

The construction company Van Oord is performing the reclamation work for the Addu Atoll project.

The Dutch company responsible for doing the construction on the project, Van Oord, told Nature that environmental management for the project is overseen by the EPA and that it is working with the agency and local specialists to minimize the environmental impacts. Van Oord said it prepared a comprehensive environmental management plan “based on the mitigation measures mandated in the EIA and in compliance with international guidelines”. As part of its efforts, the company relocated coral and seagrass, and added silt screens to limit how much sediment would flow beyond the reclamation zone and affect other areas.

Van Oord, which is based in Rotterdam, the Netherlands, told Nature that “all the predicted impacts have been effectively managed by implementing a series of mitigation measures”.

A new house on Hulhumeedhoo island, to the northeast of Addu City, remains unfinished and unoccupied.

In October 2022, the EPA approved the project. But critics say the environmental costs of the reclamation are too high.

“I think their efforts are not worth the amount of destruction and the irreversible damage,” says Mohamed. “It can never be compensated properly.”

Today, the land in front of Shaiz’s hotel is the result of that decision. Yet if you speak to people on Addu, many say that land is not what they need right now; they need jobs. Much of Addu is filled with empty, unfinished homes because individuals don’t have the income or resources to build houses on their free land.

“Fifty per cent [of our land] is abandoned or empty,” says Addu’s former deputy mayor, Abdullah Thoyyib, who served the city before this reclamation project took place. “We need economic benefits and job opportunities, but that’s not happening.”

Reefs at risk

Reclamation projects in the Maldives can fill the water with sediment, threatening coral reefs.

Sitting in a resort in Addu City, Nisal Musthag places a map of Addu’s main diving spots on the table. Musthag leads diving trips for one of the two active resorts in the atoll, and he has seen some of the damage that follows reclamation projects. He points at one of the four channels between the island’s lagoon and the ocean. “This is like a cemetery now,” he says.

Musthag does three to four dives a day, six days a week. Since the most-recent reclamation, there are at least five sites he no longer takes guests to. “There are people who come back every year to dive, and this year they were like, hey, what’s happening?”

Nisal Musthag leads diving trips in Addu, but has stopped taking tourists to spots where coral was damaged by reclamation projects.

The impacts of reclamation on coral health are one of researchers’ main concerns. Some reefs die when sediment is dumped on them to create new land. But even corals that escape direct damage can be harmed because the construction work creates clouds of sediment that spread out and settle on more distant reefs. Robbed of light and nutrients, these corals can struggle to survive. The damage to reefs not only harms the ecosystem but can also leave the islands vulnerable to storms and sea-level rise, say scientists.

To reduce damage to corals during the work at Addu, the EIA required that at least 10% of existing corals be relocated outside the reclamation footprints. Van Oord says it has moved 73,000 corals to 9 recipient sites identified in conjunction with the EPA. The firm says that it “certainly surpassed the EIA requirement”.

Saleem Rasheed is one of several local divers who helped to relocate the corals. He has been monitoring them for the past year. One species, blue coral ( Heliopora coerulea ), which was moved from the outside of the atoll to the inside, died completely. “We moved 80 colonies,” says Rasheed. “They survived one week and died entirely after six months.”

“We need land. There’s no other way.”

Ali Nizar, Addu City’s mayor, supports the island’s reclamation projects.

Fathimath Saaira, social-justice advocate in Addu.

“I worry that our livelihood is being stolen from us. Our nature is being snatched away.”

Fathimath Saaira is a social-justice advocate in Addu who opposes the reclamation there.

But the rest of the species have shown resilience. Three months after relocation, they were struggling, but now, Rasheed says, they are alive and well.

Researchers have found that coral relocation can work if colonies are moved to areas with similar conditions that are protected from waves. A 2017 study in Hawaii, for example, showed that relocated corals were thriving a decade after they were moved 2 . One study on coral restoration and relocation in the Maldives measured the survival rate of 242 coral fragments 12 months after they had been moved 3 . The authors found a 70% survival rate, which they concluded was a promising result.

A solitary mangrove tree grows near newly reclaimed land in northeast Addu.

A grey heron joins others on a new sea wall built in Addu.

But coral health is only one concern for researchers studying the effects of reclamation. Mangroves, seagrass beds and coastal ecosystems can also be in harm’s way, say scientists.

Water Solutions’ second report about the Addu project, for example, projected that the reclamation process would bury about 98 hectares of seagrass meadow in the atoll’s lagoon, at an estimated economic cost of more than $3.7 million a year.

Uncertain future

Coral debris makes up much of the reclaimed land.

Not far from Shaiz’s hotel, a sea wall stretches towards the horizon, protecting a new swathe of land made of sand and coral debris. Coastal protection efforts such as the sea wall — and the changes wrought by reclamation — could have long-lasting effects on the processes that keep the islands from eroding, say researchers.

Like other atolls, the Maldivian islands evolve with the seasons, with monsoons moving sand around them. Between December and February, the winds transport sand from the northeast to the southwest. Between June and August, the pattern reverses.

“In a natural island, you will see seasonally the sand shifting with the waves and the currents,” says Mohamed. But reclamation can impede this process, he adds, by taking sand and coral debris from some locations through dredging — leaving a deficit in its wake — and depositing it where natural flows wouldn’t. Some projects add another complication by building hard barriers, such as sea walls, to protect the land, because they can stop the natural flow of sediments.

“Ecosystems can adapt if we allow them to,” says van Wesenbeeck at Deltares. “By interfering, you will kill the whole system in the end.”

Not only does this change how the island naturally maintains itself, but it can also draw development to places that are at a high risk of a storm surge or erosion, say some researchers.

“Islands can’t occur anywhere,” says Virginie Duvat, a coastal geographer at La Rochelle University in France, who has studied the effects of land reclamation in the Maldives. “If you put an island where there was naturally no island, you create vulnerable land and you will necessarily have to build strong engineered structures, breakwaters and sea walls,” she says.

A reclamation projection near Malé.

Thilafushi is an industrial island near Malé that hosts one of the country’s large rubbish dumps. New land is extending the island westward.

In a 2019 study 4 , Duvat and Alexandre Magnan, a geographer at the Institute for Sustainable Development and International Relations — Sciences Po in Paris, assessed the scale of coastal changes that humans had made to 107 inhabited islands in the Maldives between 2004–06 and 2014–16. On almost half the islands, the researchers found significant degradation in the reefs’ abilities to weaken waves and provide natural sources of sediments. One-fifth of the islands had almost entirely or entirely “lost their natural capacity to respond and adjust to ocean climate-related pressures”, the researchers say.

Source: Ref. 4

“It means that a decision you have taken one day to rely on reclaimed land will necessarily cause you to invest more money,” says Duvat. “You are locked into the engineered path for decades and decades and potentially the rest of the century.”

“If you build a levee, people will think they’re safe,” says van Wesenbeeck. “But is it wise to destroy environmental assets to create investment in an area that’s one of the most vulnerable in the world for climate change?”

The city of hope

A new housing development in Hulhumalé.

Some 550 km to the north of Addu, the capital, Malé, sits like an overpopulated postage stamp in the middle of the ocean.

Malé is tiny — less than 2 km across at its widest point — but more than 200,000 people live on the island. To relieve population pressures, the government decided in the late 1990s to start reclaiming a massive atoll next to Malé, called Hulhumalé.

Hulhumalé has become known as ‘the city of hope’ — a place that not only has room but is also protected from sea-level rise. Architects designed it with sea-level-rise scenarios until 2100 in mind. The outer edges are 2 metres above sea level, more than twice the height of Malé.

LANDSAT photos of Hulhumalé (the long island on the right) show how much reclamation projects have altered it between 1997 (left) and 2020 (right). Malé is at the bottom of the photo. Credit: Lauren Dauphin/NASA Earth Observatory

Hulhulmalé is regarded by specialists mainly as a worthwhile success for land reclamation, but critics have raised many questions about three newer projects on the western side of Malé, all of which are being built using sand from the nearby lagoon.

Malé’s busy skyline, seen from the nearby island of Vilimalé.

In 2021, Humay Abdulghafoor, a Malé-based veteran fighter against land reclamation, sued three institutional bodies of the government on the grounds that they violated an environmental-protection law. She said that a new reclamation project risked causing serious environmental, economic and cultural damage to the local community by undermining “the economic and social benefits flowing from the natural environment and biodiversity richness of the Maldives”, according to her legal case.

“By destroying the Maldives, you cannot develop it,” she says.

The case has been ongoing for years, but on 14 February, it had its first breakthrough. The country’s High Court decided to pause a dredging project near Malé. However, the next day, the Supreme Court said that this pause would cause significant financial losses and overturned the decision.

“By destroying the Maldives, you cannot develop it.”

Humay Abdulghafoor, who has sued the government over its reclamation plans.

“How we create land, and the extent to which we do it, is excessive.”

Mohamed Aslam, former minister of planning, infrastructure and housing.

Mauroof Jameel, one of five architects chosen to build Hulhumalé, also has concerns about the latest projects. Jameel, who is based in Malé, says that it made sense to reclaim land at Hulhumalé to address congestion and help to build up the economy, but he is hesitant about how fast reclamation projects are now taking place. No one knows what the long-term impacts will be, he says.

In many parts of the world, including the Maldives, land reclamation can be beneficial, say scientists. “In my opinion, it can be a positive thing around Malé,” says Duvat, because of population pressures there. But she doesn’t see as much justification in more rural, distant atolls. “In this case, I cannot see the benefits.”

Should the Maldives be creating new land?

Officials with the Maldivian government acknowledge that land reclamation can cause harm. But there is no indication that the process is slowing down. Just 3 months after Muizzu was inaugurated as president last November, he announced the biggest reclamation project the nation has ever seen —another endeavour to reclaim land near Malé on top of those already in the works. “The brand-new model city will revolutionize the country’s urban landscape, addressing housing challenges in the greater Malé region by providing 65,000 housing units,” he said in February at the World Governments Summit in Dubai, United Arab Emirates.

But many former officials urge caution. “How we create land, and the extent to which we do it, is excessive,” says Mohamed Aslam, the minister of planning, housing and infrastructure for the previous administration, the agency responsible for land-reclamation projects. He says that land is ofen reclaimed as an easy way to keep the public happy, to show them that the government is doing something.

“The easy part is building the land,” he says. “Only after that does the hard part begin.”

• Author: Jesse Chase-Lubitz
• Original photography & drone footage: Neeta Satam for Nature
• Logistical support in the Maldives: Shah Ahmed Yusuf
• Media editor: Agnese Abrusci
• Subeditor: Francisca Schultz
• Editor: Richard Monastersky
• Sengupta, D. et al . Earths Future 11 , e2022EF002927 (2023).
• Rodgers, K. S. et al . PeerJ 5 , e3346 (2017).
• Pancrazi, I., Feairheller, K., Ahmed, H., di Napoli, C. & Montefalcone, M. Diversity 15 , 1022 (2023).
• Duvat, V. K. E. & Magnan, A. K. Sci. Rep . 9 , 15129 (2019).
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Foreign tourist arrivals in India will cross pre-pandemic level in 2024

Despite geo-political tensions india's tourism industry braces for a surge of more than 10 percent in inbound tourism this year. industry experts cite escalating conflicts in the middle east and shift of foreign tourists from china after the pandemic as key factors propelling india into the spotlight as a preferred destination for travellers worldwide..

By Nikhil Dedha Despite geopolitical tensions India's tourism industry braces for a surge of more than 10 per cent in inbound tourism this year. Industry experts cite escalating conflicts in West Asia and shift of foreign tourists from China after the pandemic as key factors propelling India into the spotlight as a preferred destination for travellers worldwide.

Recent tourism data indicates an annual growth of 305.4 per cent in foreign tourist arrivals (FTAs) in 2023. In 2023, 9.23 million foreign tourists visited India. Although the FTAs arrival number is still less than the pre-pandemic number of 10.93 million in 2019, experts believe in 2024 we might cross the FTAs arrival number of pre-pandemic days. "In the last 12 months the inbound tourism has grown, and the hotels have had probably the best year ever in the last 12 months. I think this trend is going to continue at double-digit growth for the next two to three years," said Dipak Deva, MD, Travel Corporation of India, at an event 'Tres 2024' on tourism industry by Tres India.

Moreover, the recent orders of Indian airlines to acquire over 1000 aircraft will further boost India's tourism sector by providing enhanced accessibility and connectivity for foreign tourists. In last one-year Air India, Indigo and Akasha have together ordered 1120 aircraft from Boeing and Airbus. Also, the number of airports in India has doubled to 149 in the last ten years, this will boost new tourism destinations in India. "I believe that from January 2026, Air India is going to be one of the pillars of growth of inbound tourism to India after it signed a deal to acquire 470 aircraft from Airbus and Boeing" said Deva.

New and untapped tourist destinations are attracting foreign tourist; latest data shows that foreign tourist arrivals in Varanasi have jumped manifold. With the construction of Ram temple, Ayodhya too is attracting foreign tourists. As the world looks towards Asia for travel opportunities, India stands poised to capitalize on this momentum, leveraging its unique attractions and hospitality to welcome travellers from across the globe.

Deva further added, "the other major impact that I think is China, which used to be about 120 million inbound tourist destination, does not have that kind of demand anymore. So that has also resulted in India getting the opportunity to get more tourists." He also highlighted the unparalleled appeal of India as a tourist destination, attributing the nation's diverse offerings, from rich cultural heritage to pristine beaches and tantalizing cuisine, as driving forces behind its increasing popularity among global travellers.

The government had declared the year 2023 as the Visit India year 2023 in a bid to position India as a 360-degree holistic destination in the major international source markets Ministry of Tourism in collaboration with the overseas Indian Missions participated in major international travel exhibitions like FITUR to promote the industry. And also participated as a partner country for the JATA Tourism Expo, which was held at Tokyo, in October 2023.

By 2028, India's tourism and hospitality industry is projected to generate revenue of over USD 59 billion. Additionally, Foreign Tourist Arrivals (FTAs) are anticipated to reach 30.5 million by 2028. The foreign exchange earnings in 2023 were USD 28.07 billion. With expectations running high, industry stakeholders anticipate a transformative period for India's tourism landscape, propelled by strategic investments and a renewed focus on promoting the country's rich cultural tapestry through initiatives such as the "Incredible India" campaign. (ANI)

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Visit Maldives hosts Tourism Marketeers Evening for 2023 marketing strategies

Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) successfully concluded the Tourism Marketeers Evening 2022, hosted to collect feedback, ideas, and opinions from the tourism industry stakeholders for the destination marketing strategies for the Maldives for the year 2023.

The event was held on 28th September, Wednesday, at Meeruma. A total of 41 tourism professionals took part in the event from a diverse range of travel trade vocations including; Managing Directors; General Managers; Sales and Marketing Managers; and other relevant tourism professionals.

Stakeholder input has always been a key component of MMPRC’s strategic planning process. Continuing MMPRC’s annual Tourism Marketeers Evening, following a two-year hiatus due to the Covid-19 pandemic, is one of several activities conducted throughout the year to gather industry ideas and feedback.

MMPRC works closely with the tourism industry and partners to direct a collaborative effort to best develop and market the destination brand. The primary objective behind hosting this event was to gather expert opinions from tourism industry professionals regarding marketing the Maldives as the most preferred destination.

Speaking at the event, the Chief Executive Officer and Managing Director of MMPRC, Thoyyib Mohamed stated, “MMPRC has always prioritised working in collaboration with the industry when we craft the strategies that promote the Maldives as a destination. The ideas, feedback, and even criticism we get from our industry partners are crucial to constantly keep improving our brand. I am extremely grateful to all the attendants for the tremendous support we received for this year’s Tourism Marketeers Evening.” 

Together with the industry, MMPRC officials brainstormed ideas in order to align and formulate promotional activities and marketing strategies. The event included sharing ideas on innovative destination marketing and discussions on delivering similar destination messages from the entire Maldivian travel trade rather than fragmented messages. Sessions such as this help MMPRC and the industry to build a cohesive, strong, and alluring ‘Maldives’ brand. The brainstorming sessions and feedback will also help MMPRC to work even closer together with industry partners in the years to come.

The Tourism Marketeers Evening saw discussions on marketing activities such as fairs, roadshows, and familiarisation trips, as well as exchanging ideas on markets, segments, social media and promotional materials. One of the most exciting discussions, under the theme of “Working together through challenges”, was on addressing uncertain situations that arise within the industry due to external factors, geopolitical circumstances, and averting and dealing with such crises as one. Tourism industry representatives also shared their ideas, opinions, and suggestions for MMPRC’s destination marketing plan for the upcoming year.

“This is my first time at MMPRC’s Marketeers event, and I think we had some very nice ideas shared by our industry colleagues here. I think it would have been better if we had more time, maybe this could be a longer event? People have a lot to share and discuss when they are together, but we are not able to come together in one place like this very often, especially industry experts. Overall I think it was a great event,” Fathimath Reena, Business Development Director of Oaga Resorts, said.

“The event is very good, it’s great to meet the MMPRC team and share our ideas with the industry stakeholders. Having people from the different areas of the industry coming together was very good. I would love to see more events in a casual environment from MMPRC, for brainstorming and networking,” Ali Ameen, Managing Director of Travel Beach Maldives, said.

“This was a very nice event. Lovely. It was so nice to meet everyone in person, all the helpful people from MMPRC, because you guys are so collaborative and we always talk over emails so it’s great to meet everyone who is in touch with us. It was great to meet different members of the event who have different ideas and perspectives. Thank you so much,” Anastasiya Babenko, Marketing and PR Manager of LUX* South Ari Atoll, said.

The marketing efforts by MMPRC carried throughout the year is in part – a coordinated effort by all industry partners in the Maldives. By the end of August 2022, MMPRC has marketed the Maldives at; 32 fairs; 3 roadshows in 7 cities; 16 FAM Trips; 6 virtual events 12 joint promotions and 12 social media campaigns.

Additionally, 63 other marketing campaigns had been conducted to great success. MMPRC also engages PR agencies to implement PR and Trade Strategies in 15 key markets around the world.

The efforts of MMPRC and the Maldives tourism industry have yielded several awards and accolades over the past years. The most notable of these were in 2020 and 2021, as the Maldives secured the title of ‘World’s Leading Destination’ for two consecutive years.

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Maldives Association of Tourism Industry (MATI) holds its 34th Annual General Meeting

The Maldives Association of Tourism Industry (MATI) held its 34th Annual General Meeting at Kurumba Maldives today, with a total of 100 members in attendance. 

The day’s events began with a welcome address from the Chairman of MATI, Mr. Mohamed Umar, who also presided over the session. The agenda included an address from the Secretary General, Mr. Ahmed Nazeer, the review and approval of the minutes of the 33rd AGM, the review and adoption of the Annual Report and Financial Reports for 2023, the approval of the 2024 budget, the appointment of auditors for 2024, the welcoming of new members and election of executive board members to the two vacant positions (by-election).

In the member discussion session, the following topics were covered: the Government’s aim to reach net-zero emissions by 2023 and renewable energy generation in the Tourism Industry, new terminal of Velana International Airport and developments, employment challenges, the Industrial Relations Act and trade unions, environmental conservation and the significance of creating and executing efficient management plans for protected areas like the South Ari Marine Protected Area (SAMPA).

Following the official proceedings, the Minister of Tourism Hon. Ibrahim Faisal and the Minister of Economic Development and Trade Hon. Mohamed Saeed joined the forum. The Ministers provided remarks and engaged in a Member Q&A session. This session provided members with the chance to directly engage with the Ministers and delve into crucial industry topics. The queries focused on the Economic Outlook, forthcoming development plans and  immediate challenges and issues affecting the Tourism Industry.

A video presentation was also showcased that delved into the extensive work undertaken by MATI in 2023. The video also touched upon the Tourism Industry’s performance over the past 5 years, as well as the current and projected human resource capacity of the sector.

In his closing remarks, the Secretary General highlighted the importance of collaborative efforts in addressing industry challenges and called for greater unison amongst industry stakeholders, ending with an acknowledgement of the promising start to the year in terms of arrivals.

Executive Board Members elected to the 2 vacant positions (by-election) :

• Ibrahim Shareef, CEO and Managing Director of Maldives Airports Company Limited
• Renato De Olivera, General Manager of The Ritz-Carlton Maldives, Fari Islands and representative of Marriott International

Unlocking power of travel storytelling at Travel Creators Exchange 2024

Join us for the Travel Creators Exchange 2024, taking place on February 1, 2024, at the Hotel Jen in Male’, Maldives.

This dynamic event provides a platform for networking and collaboration among Maldives-based travel creators, fostering connections, idea-sharing, and the establishment of lasting partnerships to expand opportunities and monetise content.

Our lineup of distinguished speakers includes:

• Zihuny Rasheed, Deputy Managing Director of MMPRC, will present on “Power of Digital Storytelling: Collaborative Strategies for Destination Promotion.” MMPRC actively markets the Maldives globally, utilising a comprehensive approach that includes travel trade shows, roadshows, digital marketing, and more.
• Amjad Thaufeeg, Commercial Director of Kuda Villingili Maldives Resort, brings over 23 years of hospitality industry experience. He will discuss “The Role of Content in Tourism Marketing,” drawing on expertise in revenue, customer service, sales & marketing, and human capital development.
• Suresh Dissanayake, Assistant Vice President of Sales & Marketing of Heritance Aarah & Adaaran Resorts, with nearly two decades of experience, will shed light on “What does a Sales and Marketing Director Do?” He brings extensive luxury hospitality experience and a proven track record in sales, distribution, and marketing.
• Vishal Amir Ahmed, a versatile cinematographer and content creator, will explore “Who is a Content Creator.” Currently associated with Various Arts Studio, he specialises in providing multimedia solutions to various clients.

Organised by Maldives Insider, Maldives Virtual Tour, Travel Trade Maldives, and Hotelier Maldives, this collaborative effort aims to empower Maldives-based travel content creators and elevate the Maldives as a premier destination for captivating travel storytelling.

Acclaimed contemporary artist Ana Pušica explores perpetuality and community at Patina Maldives

Ana Pušica Kramer, an internationally  acclaimed contemporary artist, joins Patina Maldives for an exclusive  art residency in the now infamous Fari Art Atelier. From January 22 to  February 22, 2024, Ana Pušica will grace the shores of the Fari Islands,  weaving a vibrant narrative of colour and emotion across her larger  than-life canvases. 

Her artistry transcends boundaries, melding abstraction and figuration into awe-inspiring masterpieces. Having exhibited globally, from New York to Beijing, Ana’s paintings are a physical, intuitive act rooted in movement.  Described as a “beautiful fluorescent thunderstorm,” Ana’s art explores light and colour, capturing the energy of life itself. 

The Fari Art Atelier which has previously hosted the likes of Daniel Arsham, Chris Stamp and David Nott, will be transformed into Ana’s studio and gallery showcasing her enthralling artworks—a mesmerising journey through poetry, memory, and the vibrant interplay of colour. Guests at Patina are invited to delve into Ana’s world, where each stroke reveals layers of meaning, evoking sensations of intense lightness and boundless interpretation. 

At Patina Maldives, Ana will immerse herself in a month-long residency, inviting the Patina Malidves community or guests and team to witness her artistic fervour firsthand. Guests will have the rare opportunity not only to observe her creative process but also to engage with and create art alongside this luminary.

Experience artistry at its most exclusive

Art Exhibition Experience Ana’s captivating exploration of colour and emotion in her spellbinding artworks displayed at the Fari Atelier.

Art Workshops: Message in a Bottle As part of a collaborative artwork, Ana invites Patina guests to participate in short workshops, actively contributing to the creation of a permanent installation at Patina Maldives.

Open Studio Session Join Ana for an exclusive open studio session, offering guests a behind the-scenes look at her creative process.

Ana Pušica residency package Discover a world where creativity knows no bounds as Ana Pušica, the maestro of contemporary art, transforms Patina Maldives into an immersive canvas of inspiration.

Book now to secure your experience. For more information and reservations, please visit Patina Maldives or contact [email protected]

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