Visit Maldives CEO Discuss Tourism Growth and Sustainability on BBC
Saturday 18th of May 2024
In a recent interview with BBC’s CEO Edit programme, Ms. Fathmath Thaufeeq, the Chief Executive Officer and Managing Director of Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives), highlighted the archipelago’s remarkable tourism growth and its steadfast commitment to sustainability.
Ms. Thaufeeq opened the conversation by emphasizing the impressive performance of the Maldives' tourism sector in 2024. “In the past four months, we have crossed over 25% of our targeted tourist arrivals for the year, which is over 500k,” she stated. This robust first-quarter performance suggests that the Maldives is well on its way to achieving its ambitious goal of welcoming 2 million tourists in 2024.
Moving beyond the traditional image of the Maldives as just a sun, sea, and sand destination, Ms. Thaufeeq elaborated on the diverse experiences the Maldives now offers. “We have natural wetlands, local experiences through boutique hotels and guesthouses, and we are very much focused on expanding the focus of the tourism industry,” she noted. This diversification strategy aims to attract a broader range of tourists seeking unique and authentic experiences, from luxurious one-island resorts to adventurous liveaboards, city hotels, and local-island guesthouses.
On the topic of sustainable development, Ms. Thaufeeq underscored the Maldives' commitment to environmental protection. “We make sure that the public and the tourists are very well aware of how much we are focused on protecting the environment. We work hand in hand with stakeholders and the tourism ministry to maintain and sustain our environment,” she explained. This proactive approach ensures that environmental sustainability remains at the forefront of the Maldives' tourism strategy.
Recognizing the significant economic impact of tourism, which accounts for 80% of the nation's revenue, Ms. Thaufeeq highlighted the importance of community-based tourism. She noted that boutique hotels and guesthouses on local islands play a crucial role in ensuring that tourism benefits local residents. “Tourists get to experience the local lifestyles and cuisines, maintaining and sustaining the livelihoods of the locals,” she added. This approach not only enriches the tourist experience but also fosters economic opportunities for the local population.
Looking ahead, Ms. Thaufeeq shared her vision for the future of Maldivian tourism, focusing on innovative solutions and data-driven methodologies. “In the long run, we are very focused on building a very sustainable strategy using new technologies and tools over the next 10 years,” she affirmed. This forward-thinking strategy underscores the Maldives' dedication to sustainable tourism development and delivering exceptional experiences.
The Maldives' efforts have not gone unnoticed on the global stage. The island nation recently received the prestigious World Travel Awards’ Indian Ocean's Leading Green Destination 2024 award, a testament to its unwavering commitment to environmental sustainability. This accolade, along with its recognition as the Leading Destination, Leading Dive Destination, and Leading Honeymoon Destination, highlights the Maldives' successful balance of luxury and sustainability.
As the Maldives continues to thrive as a premier tourist destination, the leadership of Ms. Thaufeeq and the strategic initiatives of MMPRC are pivotal in shaping its future. By prioritizing sustainability, diversifying tourism offerings, and leveraging innovative technologies, the Maldives is set to maintain its status as a top global destination while ensuring that its natural beauty and local communities are preserved for generations to come.