By The Chairperson of the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) Board of Directors, Ms Ayesha Nurain Janah, expressed key thoughts about innovation, sustainability, luxury, at the Maldives Media Meet Press Conference held on 6th May 2024 on the sidelines of ATM 2024. The Chairperson emphasized that sustainability isn’t just a trend; it’s woven into the very fabric of Maldivian life. The Maldives is taking proactive steps to solidify sustainability within its development and infrastructure frameworks, ensuring it remains a core principle for generations to come. This dedication was recently recognized with the prestigious World Travel Awards’ Indian Ocean’s Leading Green Destination 2024 award. Chairperson stated that this award serves as a testament to the unwavering efforts to protect the nation’s breathtaking environment, the very foundation of its tourism industry.
Additionally, she mentioned that the Government of the Maldives has launched ambitious initiatives to address climate challenges and promote sustainable development, including eco-tourism projects and policies for economic sustainability. Sustainability as a value is now protected in guidelines that prioritize environmental protection and benefit local communities.
Looking beyond environmental responsibility, Chairperson Nurain also shed light on the MMPRC’s data-driven approach to promoting the Maldives. This digital strategy allows for targeted outreach, showcasing the incredible diversity of experiences beyond the pristine beaches – from Maldivian culinary delights to rich cultural immersion. MMPRC understands the evolving travel landscape. Travelers today seek unique experiences that leave a positive impact. The Maldives is perfectly positioned to cater to this growing demand, offering unforgettable adventures while honoring the planet.
Furthermore, Chairperson Nurain delivered the importance of innovative partnerships and technological advancements, highlighting efforts to increase female employment in the tourism sector. “Through these efforts, we are redefining luxury tourism, paving the way to show that unique, cutting-edge experiences go hand-in-hand with sustainability.”
While outlining these exciting new initiatives, Chairperson Nurain acknowledged the valuable contributions of the MMPRC’s predecessors. Their hard work has laid the groundwork for the current success, with a remarkable 15.3% increase in tourist arrivals in Q1 2024 compared to Q1 2023.
The recent World Travel Awards speak volumes about the Maldives’ success. To achieve sustainable ambitious goals, Chairperson Nurain emphasized being recognized as the Indian Ocean’s Leading Green Destination for the first time, alongside our 17th consecutive win as the Leading Destination, our 9th win as the Leading Dive Destination, and our 6th win as the Indian Ocean’s Leading Honeymoon Destination from the World Travel Awards, underscore the Maldives’ dedication to preserving our natural beauty while offering unparalleled luxury experiences.