By Malé, Maldives – Bassam Adam, who joined the Maldives Marketing and Public Relations Corporation (MMPRC) in January 2024 as Deputy Managing Director (DMD) and resigned on July 10th, 2024, has left an indelible mark on the organization and the Maldivian tourism industry.
ITB Berlin Triumph
Despite the challenges of a government transition on November 17th, 2024, which caused many projects to halt, Adam ensured the Maldives’ participation in the ITB Berlin fair in 2024. When he had the authority, Adam managed to pull off the best ITB fair with the united effort of the team. Industry experts, hotels, and resorts that participated credited Adam’s leadership and the team’s collective hard work for the success of the Maldives pavilion. International participants from around the world praised the Maldives’ display, highlighting the importance of team empowerment, particularly the contributions of MMPRC, which is primarily staffed by women.
Boost in Tourist Arrivals
At the start of 2024, MMPRC planned extensive promotional activities and marketing fairs, which significantly boosted tourist arrivals. In January 2023, 172,000 tourists visited the Maldives; in February, 177,000; in March, 173,000; in April, 164,000; and in May, 120,000. Comparatively, in 2024, the numbers were significantly higher: January saw 192,000 tourists; February, 217,000; March, 194,000; April, 168,000; and May, 119,000.
These figures illustrate the positive impact of the marketing initiatives spearheaded by Adam and the hard work of industry stakeholders. The success in boosting tourist arrivals should be attributed to their efforts and the leadership’s trust, rather than to Adam alone.
Commitment to Integrity
Adam faced unfounded allegations of sexual harassment, which were baseless and intended to tarnish his reputation. When the allegations first arose, Adam immediately spoke to then Managing Director Ms. Fathmath Thaufeeg, requesting an investigation and temporarily stepping aside to ensure transparency. The investigation found no wrongdoing, and Ms. Thaufeeg texted Adam, asking him to return to work.
After Ms. Thaufeeg was dismissed in May 2024, Adam was appointed as acting Managing Director due to his expertise and ability to lead the company. Throughout this ordeal, Adam demonstrated unwavering integrity and commitment to due process.
Advocacy for Employee Well-being and Women’s Empowerment
During his leadership, Adam initiated significant changes to enhance employee well-being, including the introduction of a staff health insurance policy, which is currently ongoing. He also notably advocated for women’s empowerment in the Maldives, advising the president on appointing female Managing Directors. Adam resumed giving overtime to employees, reflecting his commitment to staff welfare.
Cost-Cutting Measures
Adam foresaw potential budget constraints during his time on the finance and economics transitional committee and implemented various cost-cutting measures:
- Reduced fair contractions costs.
- Reduced fair space hire costs.
- Negotiated with vendors and suppliers to lower variable costs.
- Recommended sustainable stand models and ideas.
- Advised against bringing bulk quantities of destination guides and brochures.
- Suggested generating revenue through destination guide sales.
- Empowered Maldivian creativity by connecting with BCC and authentic Maldives.
- Proposed procuring brochures locally or regionally instead of incurring high logistics costs.
- Recommended revising old PR companies hired by the former government and monitored operations to cut down costs.
Open Communication and Ethical Leadership
Stakeholders described Adam as approachable, humble, and communicative. He fostered a collaborative environment, consistently consulting with the Chief Financial Officer (CFO) on financial matters and adhering to established policies. Adam’s leadership style promoted openness and ethical practices within the organization.
Positive Farewell and Enduring Influence
His dedication to transparency, employee welfare, and ethical practices during his short tenure is a testament to his character and leadership potential. While his departure may be surprising, the positive impact he made on the organization and the Maldivian tourism industry is undeniable. Appointing Adam was a commendable decision by President Dr. Muizzu. Adam’s success wouldn’t have been possible without the support from President’s Tourism Advisor Khaleel, Tourism Minister Faisal, MATATO President Giyas, and the entire tourism industry stakeholders for their support and collaboration.
