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Dear readers,
As we step into 2025, the Maldives hospitality industry stands at a crossroads—one where opportunities and challenges go hand in hand. While tourism numbers continue to rise, the industry faces mounting concerns over revenue, workforce sustainability, and technological adaptation. This issue of Hotelier Maldives takes a deep dive into these critical topics while celebrating the achievements of industry pioneers shaping the sector’s future.
At the heart of our coverage is the Hotelier Maldives Awards 2024, a testament to the dedication and innovation of professionals driving the industry forward, as we look forward to the upcoming Hotelier Maldives Awards 2025. From Mohamed Hamza Ahmed’s contributions to aviation with Manta Air to Mohamed Shafraz Hafiz’s leadership in digital marketing, these winners reflect the dynamic forces shaping hospitality today.
In our GM’s View, we explore how Raffaele Solferino transformed Grand Park Kodhipparu into an iconic resort, setting new benchmarks in guest experience and operational excellence. Meanwhile, our Young Hotelier feature shines a light on Ahmed Naushad’s inspiring journey at the same property, highlighting the power of mentorship and perseverance.
Beyond individual success stories, this issue delves into broader industry trends. We examine the evolving role of AI in hospitality, the need for stronger human resources strategies, and how sales and marketing teams can be empowered for long-term success. The discussion on Maldives tourism in 2025 addresses a pressing concern—can growth in arrivals be sustained while revenue faces a potential decline?
Sustainability remains a key focus, with features on Atmosphere Foundation’s impactful initiatives, Seb’s Farm at RAAYA by Atmosphere, and Coca-Cola’s responsible business practices in the Maldives. Additionally, we bring forward the voices of artisans like Sattar at Cinnamon Dhonveli and women leaders like Aminath Rausha Haadhee, who is shaping immersive experiences at JOALI.
As always, we remain committed to telling the stories that matter in Maldives hospitality. Thank you for being part of this journey.
How Raffaele Solferino transformed Grand Park Kodhipparu into resort icon
Empowering hospitality sales and marketing teams for long-term success
Strengthening human resources in Maldives resorts
Navigating skies: Mohamed Hamza Ahmed’s journey with Manta Air
Atmosphere Foundation highlights three years of impactful initiatives across Maldives
Coca-Cola and MAWC: Responsible business partner for Maldives
Mohamed Shafraz Hafiz: Pioneering Digital Technology and Marketing in Tourism
Interview with The Island Couple, Nasrulla & Priya at OBLU SELECT Lobigili
Atmosphere: Celebration of sustainability and flavours
Fast and fearless: Maldives’ most epic E-Go-Kart experience
Aminath Rausha Haadhee: Creating, shaping JOALI’s immersive story
Maldives tourism in 2025: Growth in numbers and decline in revenue?
Why hoteliers should embrace AI in 2025
Three years of transformation: Mark Eletr’s milestones at Holiday Inn Resort Kandooma Maldives
Industry Highlights Appointments
Seb’s Farm at RAAYA by
Ahmed Naushad: Rising through ranks at Grand Park Kodhipparu, Maldives
Sattar: Artisan of smiles at Cinnamon Dhonveli Maldives
How Raffaele Solferino transformed Grand Park Kodhipparu into resort icon
The path to success in the hospitality industry often takes unexpected turns, and no one knows this better than Raffaele Solferino, the General Manager of Grand Park Kodhipparu Maldives.
by Ali Naafiz
Born on Italy’s picturesque Amalfi Coast, Raffaele was immersed in tourism from an early age, but his career would span continents and cultures in ways he hadn’t anticipated.
Raffaele’s passion for hospitality was sparked in the heart of one of the world’s most renowned tourist destinations, the Amalfi Coast. “I wanted to be in this industry since day one,” he recalls. After completing hotel school in Italy, he set out to explore the world, never imagining that he would spend the majority of his career far from home.
“I wanted to travel a bit, learn languages, and eventually return to Italy for a top job. But I got lost around the world, which I have been travelling for 41 years now” Raffaele says with a smile. He started his professional journey in Switzerland, then he moved to Germany, where
he gained practical, operational experience that shaped his work ethic. “Germany was where I learned to be more concrete, pragmatic and focused on getting things done.”
From Germany, his career took him to the UK, France, Monte-Carlo Monaco, and several Asian destinations, including Indonesia, Singapore, and Hong Kong. Raffaele also spent nearly a decade in the Middle East, working in Abu Dhabi, Dubai, Beirut and Bahrain. His impressive résumé includes time in Central Europe and senior roles in luxury resorts around the globe, building a reputation for excellence wherever he went.
Raffaele first arrived in the Maldives in 2010, amid a global financial crisis, and was struck by the resilience of the island nation. “Maldives was different from other places,” he notes. “It’s a destination that doesn’t
I wanted to travel a bit, learn languages, and eventually return to Italy for a top job. But I got lost around the world, which I have been travelling for 41 years now
get hit by global crises- whether it’s financial downturns, wars, terrorist attacks, or like we learned recently, pandemics. The Maldives always remain open and appealing, and the best luxury leisure destination in the world, in time it has become my second home.”
He admires the country’s neutrality, safety, and consistent allure, especially as a destination for romance and relaxation. “The Maldives has an unbeatable beauty, and I hope it never loses its identity by becoming a party or nightlife destination like Bali or Ibiza. Its charm lies in its tranquillity, natural ecosystem, and unique marine life.
Raffaele’s tenure at Grand Park Kodhipparu, Maldives has been a period of growth and achievement.
He joined the resort in its early days, overseeing its pre-opening activities starting from December 2016, the soft opening in June 2017 and its grand opening in December of the same year. His leadership and vision helped establish the resort’s position in the competitive luxury market.
“I was fortunate to work with a dynamic, young corporate team and to have the support of the management company leaders and investors,” he says.
“This place is where I feel I’ve truly expressed myself. Yes, we have established strong ties with the management company and investors and applied the brand’s guidelines, but we’ve also created something unique here, with a strong operating team and
rise of guesthouses and more affordable accommodations.
While this diversification opens the Maldives to a broader range of tourists, Raffaele is confident that the demand for holidaymakers for budget resorts and unique, high-end experiences will continue to grow, while those who are in the middle of those two categories will suffer. “The new resorts will have to compete by offering something more spectacular, whether it’s ecofriendly, design-driven, or offering unique wellness and underwater experiences. The Maldives will always be a top destination for luxury travel, while increasing its numbers with mass tourism.”
reefs. “The reefs are dying, and if they disappear, the tourists will too,” Raffaele warns. He calls for a global effort to preserve the reefs, involving large organizations and government investment.
Raffaele Solferino’s journey through the hospitality industry has been one of adventure, learning, and success. His story is a testament to the power of passion, adaptability, and the pursuit of excellence. As he continues to lead Grand Park Kodhipparu Maldives, Raffaele remains optimistic about the future of the Maldivian tourism industry, while also recognising the challenges ahead.
Maldives will always be a special place,” he says, “but we need to make sure we’re prepared for the future- whether that’s through innovative experiences, sustainable practices, or protecting the natural beauty that makes this destination truly unique.
a clear market positioning.”
Under his leadership, the resort quickly became profitable, achieving high business returns.
Even through the challenges of 2020, Raffaele and his team continued to drive success.
“We were successful in 2021 and 2022, but 2023 was a bit slow for everyone in Maldives, as other destinations like Mauritius, Seychelles, Bali and Thailand saw a tourism boom.”
Raffaele sees significant potential for the Maldives but also notes challenges that need to be addressed. He emphasises that the future of the industry is not solely about luxury resorts anymore. “It’s about the number of beds,” he says, pointing to the
Raffaele also discusses some of the logistical challenges the Maldives faces, particularly around transportation. “In places like Bali, Mauritius or Thailand, you don’t pay for transportation from the airport to the hotel, but in the Maldives, guests have to pay for speedboats or seaplanes. This adds to the cost, and it’s something the authorities need to address to remain competitive, by creating new transfer options more affordable for the resort’s bottom line.”
He also highlights the importance of sustainability, noting that resorts need to invest in renewable energy sources to reduce costs and environmental impact. “The government should encourage sustainability by requiring resorts to source at least 50% of their energy from sustainable resources like solar or wind,” he suggests.
Perhaps most pressing, however, is the need to protect the Maldives’ most valuable asset, irs, coral
Navigating skies: Mohamed Hamza Ahmed’s journey with Manta Air
A career in aviation is a lifelong passion for many, and for Mohamed Hamza Ahmed, it began at an early age. His career has taken flight in one of the most unique environments in the world—the Maldives.
by Mariyam Saliya Mohamed
With over two decades of experience, including a significant role at Manta Air, Hamza has not only mastered the skies but also helped shape the future of aviation in the Maldives.
From a young age, Hamza was captivated by aircraft and the sound of jets, with dreams of becoming a fighter pilot. “My father had a military background, and I always wanted to join the military to fly fighter jets,” he shares. However, since the Maldives did not have an Air Force, Hamza pursued the next best thing—seaplane piloting.
His aviation journey began in 2002 as a First Officer. Since then, the aviation landscape in the Maldives has evolved dramatically.
“There have been countless innovations: sophisticated avionics systems and stringent safety protocols that have transformed how we fly,” says Hamza.
With over 22 years in the cockpit, Hamza emphasises the importance of resilience, forward-thinking, and adaptability in aviation. “I’ve often had to make tough calls under pressure and constantly adapt to new technology and regulations.”
These experiences have shaped his leadership style, where clarity and precision in communication are essential. Hamza stresses the importance of teamwork, believing that collaboration is key to achieving any set goals.
Aviation in the Maldives, particularly seaplane operations, differs greatly from traditional flight schools. Hamza recalls the need to quickly adapt upon entering this unique sector. “Over time, seaplane operations and domestic movements grew so fast that everyone had to
adapt to new procedures, new technology, and passenger expectations at a very fast pace.”
Despite these challenges, his extensive experience in aviation has equipped him with the ability to communicate effectively, stay calm under pressure, and navigate complex situations with confidence.
The Maldives, renowned for its beauty, relies heavily on aviation to connect its islands and support its tourism-driven economy. “Aviation is crucial for connecting the islands and supporting tourism,” Hamza explains, highlighting the vital role of Air Traffic Control (ATC) in modernising these connections. The Maldives’ aviation sector, set apart by both its stunning geography and essential economic role, continues to evolve.
As a key leader at Manta Air, Hamza is focused on several strategies to ensure the airline’s long-term growth. “I will develop a strong operational framework, emphasise safety and efficiency, and foster an understanding of the importance of customer satisfaction,” he shares. Hamza believes these principles are vital for the airline to thrive in the competitive aviation industry.
The global travel industry is constantly changing, and the Maldives is at the forefront of these evolving trends. “People are craving unique experiences more than ever, from ecotourism to digital detox retreats,” Hamza observes. As a premier airline, Manta Air is positioning itself to adapt to this dynamic environment by focusing on customer experience and offering exclusive, sustainable
Aviation is crucial for connecting the islands and supporting tourism
travel options such as seaplanes and private island retreats.
Reflecting on his career, Hamza expresses immense pride in receiving the prestigious Aviator of the Year title at Hotelier Maldives Awards 2024. “I believe have gained enough experience in the aviation and hospitality industry to recognise the importance of customer care and their expectations. It gives me great pleasure to receive such an award,” he says. Hamza acknowledges the support of his family, friends, and colleagues, expressing gratitude to Hotelier Maldives for recognising the crucial role that aviators play in the hospitality industry.
As the aviation industry in the Maldives continues to grow, Hamza is helping to guide it into a new era of innovation and excellence. Through safety, customer service, and sustainability, his leadership will leave a lasting mark on both the skies and the islands he calls home.
Mohamed Hamza Ahmed, Manta Air
Atmosphere Foundation highlights three years of impactful initiatives across Maldives
Atmosphere Foundation hosted an event at Meermuaa Event and Conference Centre, on January 16, 2025, bringing together donors, project partners, and stakeholders to celebrate its remarkable journey and commitment to fostering sustainability and inclusivity in the Maldives. Over the past three years, the Foundation has spearheaded a series of transformative
initiatives aimed at addressing social, environmental, and educational challenges which were highlighted during the evening.
Highlighting on the initiatives, the Bamboo for Climate Change Mitigation project, a large-scale environmental initiative addresses climate change and promotes carbon sequestration. With over 4,000 bamboo plants nurtured
and distributed across 30 locations, the project supports the Maldives’ commitment to achieving net-zero emissions by 2030. A standout achievement is the HDh. Vaikaradhoo Bamboo Park, which now hosts 83 bamboo plants representing 13 varieties, making it the most diverse bamboo collection in the Maldives. Other environmental initiatives include the Foundation’s
World Environment Day 2024 celebrations, which featured competitions, awareness sessions, and crafting workshops, promoting environmental consciousness and showcasing local talents in bamboo crafting.
Education has been a cornerstone of Atmosphere Foundation’s efforts, with the Kakkaa Vathi Training Kitchen at Imaduddin School Jewel Centre providing 44 students with diverse learning abilities access to certified culinary training in a professional environment. Building on this success, the Kakkaa Vathi Student Sponsorship programme has enabled two graduates to further their studies at the Maldives National University, opening doors to advanced education and career opportunities.
The Read Right with The Reading Room programme, which has reached 5,329 students across
13 atolls, was commended for its success in fostering literacy in Dhivehi and English. The programme has also trained 1,500 teachers and 1,330 parents, creating a comprehensive support system for young readers.
Vocational training initiatives have been a key focus, with the Vocational Skills Training programme in Fuvahmulah equipping 25 participants with skills in carpentry, bakery, housekeeping, and computer programming. Eleven of these participants successfully passed competency assessments, enhancing their career prospects. Similarly, the Campus Day for TVEC Students initiative offered career guidance, resulting in internship opportunities at Atmosphere Core resorts.
The Foundation’s commitment to empowering women was reflected in the Soft Toy Making
Training programs conducted in HDh. Vaikaradhoo and Sh. Goidhoo, which taught 29 women to craft soft toys and use recycled materials for creative projects, fostering economic opportunities.
With over 4,000 bamboo plants nurtured and distributed across 30 locations, the project supports the Maldives’ commitment to achieving net-zero emissions by 2030.
In Goidhoo, the Foundation is supporting a young innovator who was gifted a laptop and continues to receive online training and mentoring to further his passion for crafting electronic models from recyclable materials.
Health and community care have also been central to the Foundation’s work. The Community Outreach and Caregiver Workshops with Aged Care Maldives have provided health screenings, specialist consultations, and caregiver workshops to over 874 senior citizens. The Community Screening for Dementia initiative trained 75 screeners and reached 747
sustainable and inclusive communities across the Maldives. The evening closed with a shared sense of purpose and optimism as attendees reflected on the Foundation’s achievements and its vision for the future. By empowering communities, protecting the environment, and fostering meaningful collaborations with four projects planned for the first quarter of 2025, Atmosphere Foundation continues to lay the groundwork for a brighter and more resilient tomorrow.
“The Atmosphere Foundation envisions a world where communities are not just recipients of aid, but active participants in their own transformation,” said Abdul Azeez Abdul Hakeem, Vice President of Atmosphere Foundation.
individuals, while the Eye Camp in Haa Dhaalu Atoll offered lifechanging cataract surgeries to senior citizens. Additionally, the Speech and Hearing Camp in Faafu Atoll provided specialised consultations to 91 children with speech and hearing impairments and trained 45 teachers to support effective classroom interventions.
In Fuvahmulah, the Foundation’s refurbishment of the Amaan Veshi Children’s Centre transformed the study room into a modern learning space, while its support for the biennial Vaavoshi Festival in N. Kendhikulhudhoo promoted marine ecosystem awareness, with a focus on the environmental role of sea turtles.
Through these diverse initiatives, Atmosphere Foundation has consistently demonstrated its commitment to creating
restoration projects are helping preserve marine biodiversity. These stories don’t just sell rooms; they build loyalty.
Often, sales and marketing teams operate in silos, disconnected from operations, guest relations, and other key departments. Could you break down these barriers? A unified approach ensures consistency in messaging and a seamless guest experience.
For instance, if the operations team introduces a new dining concept, the marketing team should be involved early to strategise its promotion. Similarly, guest feedback collected by the front desk can provide invaluable insights for crafting targeted campaigns.
Leveraging Technology for Success
Data is the cornerstone of
modern marketing. Resorts can craft highly personalised offers by analysing booking patterns, guest preferences, and feedback. For example, a family that stayed during school holidays may appreciate an early-bird offer for the same period next year. On the other hand, a honeymoon couple might respond to anniversary packages.
Investing in robust Customer Relationship Management (CRM) systems ensures no guest insight is overlooked. It also empowers your sales team to approach prospective clients with tailored proposals, increasing conversion rates.
Your website and social media channels are your digital storefront. Ensure they’re optimised for user experience and search engines. High-quality visuals, engaging content, and seamless booking
functionality are non-negotiable. You need to update your stories and post frequently. Otherwise, you are lost in the ocean.
You can also explore emerging platforms like TikTok or regional social media networks to reach untapped markets. Collaborating with influencers who align with your brand can amplify your reach and credibility. TikTok is not just a social media platform. It’s a culture today.
Automation tools can handle repetitive tasks like email marketing, allowing your team to focus on strategy and creativity. Automated systems can also track campaign performance in real time, enabling quick adjustments for maximum impact.
Leading with Empathy and Adaptability Leadership plays a pivotal role in navigating difficult
times. Hoteliers must lead empathetically, understand their teams’ challenges, and provide unwavering support.
Sales and marketing roles can be high-pressure, especially during downturns. Regularly acknowledge your teams’ efforts and celebrate even small victories. Recognition boosts morale and keeps motivation high.
Uncertainty can breed anxiety. Please be open about challenges and outline clear, actionable plans. When teams understand the bigger picture, they’re more likely to stay focused and committed.
Difficult times often spark the best innovations. Could you create an environment where your teams feel safe to propose bold ideas? Whether it’s a new partnership, a unique campaign, or an unconventional market to target, these ideas could become game-changers.
The Power of Partnerships
Collaboration extends beyond internal teams. Building strong relationships with travel agents, tour operators, and online travel agencies (OTAs) can provide a steady stream of business even in tough times. Regular communication, exclusive offers, and joint marketing initiatives strengthen these partnerships. At the same time, remember that some operators are now trying to be marketing agencies. They make more money on marketing than what they make from a booking. Please make sure investing money in marketing is not just the solution for the focused partnership.
Adapting to the Changing Traveler Mindset
The pandemic has reshaped how people travel. There’s a greater emphasis on safety, wellness, and sustainability. Resorts that align their offerings with these priorities will resonate more with modern travellers.
For example, consider introducing wellness retreats, yoga classes, or mindfulness workshops. Highlight your resort’s ecofriendly practices, like solar energy usage or plastic-free policies. These initiatives attract conscious travellers and contribute to a positive brand image.
In the face of adversity, the
Maldivian hospitality industry has an incredible opportunity to showcase resilience and innovation. Hoteliers can weather the storm and emerge stronger by empowering sales and marketing teams, fostering collaboration, leveraging technology, and adapting to new traveller expectations.
Remember, every team member plays a role in shaping the guest experience, and every interaction is a chance to market your resort. With a unified vision and unwavering commitment, Maldivian hoteliers can continue to shine as a beacon of luxury and excellence on the global stage.
Mohamed Shafraz Hafiz: Pioneering Digital Technology and Marketing in Tourism
by Ali Naafiz
As digital transformation continues to reshape the hospitality industry, Mohamed Shafraz Hafiz has been at the forefront of integrating technology-driven marketing strategies within the Maldivian tourism sector. As Director of Digital Technology & Marketing at Pulse Hotels & Resorts, he has led digital engagement initiatives across the company’s properties. His contributions were recognised in April 2024, when he was named ‘Marketer of the Year’ at the Hotelier Maldives Awards.
For Shafraz, the journey into tourism marketing wasn’t just about branding or analytics, it was deeply personal. His passion for destination marketing took root during his time in Australia, where he visited the Great Barrier Reef. The experience left an impression on him, but it was upon returning to the Maldives, diving into its vibrant marine landscapes, that he realised the extraordinary beauty of his homeland.
“What we experience here in the Maldives is far more unique and breathtaking than anywhere else I’ve been,” he reflects. This appreciation for the ocean, marine life, and the untold stories beneath the waves led him to pursue diving, with a keen interest in large marine species. But it wasn’t enough to just experience it, he wanted to share it.
“I want every single person out there to experience it as well. That’s why I am passionate about what I do, and I love what I do.”
This deep-rooted connection with the Maldives laid the foundation for a career that would merge storytelling, technology, and tourism marketing.
Shafraz’s career began in telecommunications, but his curiosity and creative instincts led him toward media and marketing. As Managing Director at Squid Media, a creative agency
What we experience here in the Maldives is far more unique and breathtaking than anywhere else I’ve been. I want every single person
out there to experience it as well.
specialising in hospitality branding, he worked extensively with luxury resorts and travel brands. Over the years, he expanded the company into publishing, broadening its influence in the travel and lifestyle industry.
Shafraz joined Pulse Hotels & Resorts during the pre-opening phase of Kandima Maldives, where he played a pivotal role in PR, communications, and digital marketing strategies. As the resort established itself, his responsibilities expanded, leading to his appointment as Cluster Deputy Director of Digital Marketing & Social Media. In this role, he oversaw multiproperty marketing strategies,
working across various brands to strengthen their digital presence.
Now, as Director of Digital Technology & Marketing, his approach concentrates on three key areas: integrating advertising mediums to enhance reach and impact, leveraging social media to engage global audiences, and exploring emerging technologies to elevate the digital experience. His work goes further than traditional marketing, focusing on creating immersive, digital-first experiences that engage travellers long before they arrive in the Maldives.
Beyond his corporate role, Shafraz Hafiz actively contributes to industry discussions, sharing insights at international forums such as the International Hotel Technology Forum Asia, TBEX & Hotel Technology Summits.
Shafraz continues to elevate the Maldives’ presence as a global tourism destination, refining marketing strategies that adapt to shifting consumer behaviours and digital advancements. He is not only responding to industry changes but also driving innovation in digital marketing and hospitality engagement.
With extensive experience in marketing, technology, and digital storytelling, he continues to shape how Maldivian hospitality brands connect with international audiences, contributing to the evolution of digital marketing standards in the tourism industry.
Ahmed Naushad: Rising through ranks at Grand Park Kodhipparu, Maldives
Ahmed Naushad serves as a Front Office Supervisor at Grand Park Kodhipparu, Maldives. His career trajectory has been marked by dedication, adaptability, and a passion for service that inspires both his colleagues and aspiring professionals in the industry.
by Mariyam Saliya Mohamed
Naushad’s career began in 2017, shortly after he finished school.
Intrigued by stories shared by friends who had joined the resort sector, he was captivated by the idea of working in a place where enjoyment and career growth could coexist. His first role was as a Guest Service Assistant at Raffles Maldives Meradhoo Resort, which set the foundation for his career. “After seeing the opportunities in the industry, I decided to enter as a Room Boy at Raffles,” he recalls. This initial position led him to Fihalhohi and then to Amilla Maldives, where he honed his skills as an Assistant Katheeb (butler).
In October 2019, he joined Grand Park Kodhipparu, initially as a Guest Service Operator, and has steadily progressed through the ranks.
Every career path has its challenges,
and for Naushad, one of the most significant came last year when he was tasked with managing airport operations for a month. “There were some difficulties in operations, and since there was no one available for the task, I was asked to take it on,” he explains. Rather than viewing this as an overwhelming burden, Naushad embraced it as a chance to learn and grow. “The more I learned, the more I progressed,” he states, highlighting how this experience equipped him with insights into operations management, which are invaluable in his current role.
His responsibilities as Front Office Supervisor include overseeing the daily flow of operations, managing arrivals and departures, and coordinating transport logistics, such as speedboats and
The more I learned, the more I progressed
Strengthening human resources in Maldives resorts
The hospitality industry in the Maldives is built on the dedication and efforts of thousands of professionals who work at resorts across the country. These individuals are at the forefront of guest experiences, ensuring seamless operations and maintaining high standards of service. As the industry continues to evolve, a strong focus on human resources, particularly in empowering and supporting hospitality staff, remains essential.
by Thoiba Riyaz
The human resources function within resorts plays a critical role in workforce management, employee development, and overall operational efficiency. HR teams are responsible for recruitment, training, career progression, and ensuring compliance with labour regulations. They also address challenges such as staff retention, skill development, and employee satisfaction, all of which impact the quality of service provided to guests.
A structured HR approach contributes to higher staff motivation, increased productivity, and improved workplace culture. Resorts that invest in human resources initiatives often see lower turnover rates and a
workforce that is more engaged and committed to long-term career growth within the industry.
The hospitality industry requires a skilled and adaptable workforce. Continuous training and development programmes help staff enhance their technical skills and improve service quality. Many resorts have internal training academies that offer courses in areas such as guest relations, food and beverage service, housekeeping, and leadership.
External collaborations with vocational institutions and international hospitality schools further support professional growth. Certification programmes and industry workshops provide employees with opportunities
to upgrade their skills and stay competitive in a dynamic market. These collaborations also ensure that employees are exposed to global best practices and emerging trends in hospitality.
In addition to technical skills, soft skills training is also a focus area. Communication, teamwork, and problem-solving abilities contribute significantly to operational efficiency and guest satisfaction. Resorts that integrate these training elements into their HR strategies create a workforce that is more confident and capable. Soft skills are crucial, especially in a service-oriented industry like hospitality, where interactions with guests and colleagues shape the overall experience.
Many resorts in the Maldives also engage in cross-training programs
where employees are given the opportunity to gain experience in different departments. This not only enhances their skill set but also improves interdepartmental collaboration and operational flexibility. Employees who undergo such programmes often develop a broader understanding of resort functions and are better equipped for leadership roles in the future.
One of the key motivators for hospitality professionals is the opportunity for career advancement. Many resorts have structured pathways for internal promotions, allowing employees to move from entrylevel positions to supervisory and managerial roles. Clear career progression frameworks encourage staff to stay within the organisation and contribute to its long-term success.
Mentorship programmes also play a role in career development. Senior professionals guiding junior employees help transfer knowledge and industry expertise. Such initiatives strengthen leadership pipelines within resorts and contribute to organisational stability. Employees benefit from learning directly from experienced professionals, which accelerates their career growth and enhances overall industry expertise.
Some resorts also have scholarship and sponsorship programmes to support employees who wish to pursue higher education in hospitality management. By investing in further education, resorts not only support their employees’ aspirations but also ensure they have a pipeline of welltrained professionals ready to take
on more significant responsibilities.
The demanding nature of hospitality jobs makes employee well-being a priority. Many resorts have introduced measures to support staff welfare, including accommodation improvements, recreational facilities, and health and wellness programmes. Ensuring that employees have access to comfortable living conditions and leisure activities enhances job satisfaction and overall morale.
Many resorts have structured pathways for internal promotions, allowing employees to move from entrylevel positions to supervisory and managerial roles.
Workplace culture also plays a role in staff retention and motivation. Open communication channels between management and employees, recognition programmes, and a strong emphasis on workplace ethics contribute to a positive environment. Resorts that foster an inclusive and respectful workplace culture often experience higher employee loyalty and engagement. Some resorts have introduced employee assistance programs (EAPs) that provide mental health support, counseling services, and stress management resources. These initiatives are particularly important in an industry where employees are required to maintain high energy levels and provide consistent service under demanding conditions.
High turnover rates are a challenge in the hospitality sector. Factors such as demanding work hours, remote working conditions, and limited career growth opportunities contribute to staff attrition. To mitigate these challenges, HR departments focus on strategies such as competitive
salary structures, performancebased incentives, and employee recognition initiatives.
Surveys and feedback mechanisms help management understand employee concerns and make necessary improvements. Regular employee engagement sessions also provide a platform for staff to voice their opinions and contribute to decision-making processes. Some resorts have introduced stay interviews to identify potential issues before employees decide to leave, helping HR teams take proactive steps to improve retention.
Another effective retention strategy is creating a sense of belonging among employees. Some resorts organise teambuilding activities, cultural events, and employee appreciation
programmes to foster a strong sense of community. When employees feel valued and connected to their workplace, they are more likely to remain committed to the organisation.
Diversity and inclusion are gaining recognition within the Maldivian hospitality sector. Efforts to increase the participation of women in resort operations are being implemented across various properties. Flexible work arrangements, mentorship programmes, and leadership training initiatives are some of the strategies used to encourage gender diversity.
Inclusivity also extends to individuals from different cultural and professional backgrounds. Resorts that embrace diversity benefit from a workforce that brings varied perspectives,
enhancing creativity and problemsolving capabilities. Some properties have also introduced diversity training programmes to educate staff on cultural sensitivity, workplace inclusion, and effective collaboration.
The integration of technology in human resource management has streamlined many HR functions. Digital platforms facilitate recruitment, performance tracking, and training modules, reducing administrative burdens and improving efficiency.
Automated HR systems enable real-time performance assessments and data-driven decision-making. E-learning platforms provide employees with flexible training options, ensuring continuous skill enhancement even in remote resort locations. Some resorts have also implemented
Resorts that embrace diversity benefit from a workforce that brings varied perspectives, enhancing creativity and problem-solving capabilities.
AI-driven chatbots and HR support systems to assist employees with queries related to HR policies, payroll, and career development.
With the Hotelier Maldives Awards 2025 approaching, the industry is set to acknowledge outstanding professionals who have demonstrated exceptional dedication and contribution to the sector. The awards recognise achievements across various categories, from guest service excellence to leadership and innovation.
Recognition programmes such as these serve as a motivation for employees and reinforce the importance of professional growth. They also highlight best practices that can be adopted by other properties to strengthen their human resource strategies. Resorts that actively participate in such recognition initiatives demonstrate their commitment to valuing and supporting their employees.
The continued growth of the Maldivian hospitality industry depends on the strength of its workforce. A proactive approach to HR management, investment in training and development, and a commitment to staff well-being will shape the future of the sector.
As resorts compete in a global market, those that prioritise human resources initiatives will be better positioned to attract and retain top talent. By fostering a workforce that is skilled, motivated, and empowered, the Maldivian hospitality industry can maintain its reputation for excellence and continue to thrive in the years ahead.
The focus on human resources is not just about improving working conditions; it is about ensuring that employees feel valued, supported, and given the tools they need to succeed. As the hospitality industry continues to evolve, the role of HR will remain central in shaping the future of Maldives’ renowned resort sector.
everything’s set for guests. I then join the operations meeting to address feedback, concerns, and solutions. We review the day’s highlights, including arrivals, events, and important movements. At breakfast, I interact with guests to gauge their satisfaction levels. I randomly inspect villas to prepare for guest arrivals and personally welcome guests, offering assistance throughout their stay. During the day, assist colleagues in operational areas. In the evening, I check in with guests at the bar and restaurants. Lastly, I review the follow-up lists to ensure all issues are resolved and prepare for the next day.
Could you pick one element of Maldivian culture that you would most enjoy introducing to visitors?
Nasrulla: When it comes to the Maldives, it’s a true paradise of crystal-clear waters, pristine beaches, and azure skies. Personally, I often take pleasure in sharing my country’s stories and history with those who come to visit us.
Interview with Priya Dubey
Tell us a little about yourself, and how you started your career in hospitality.
Priya: I grew up in Bhopal, India. After completing my schooling, I pursued a course in Aviation, Hospitality and Travel Management at Frankfinn Training Institute. While I was pursuing my hospitality studies, I landed my first job as a Guest Service Associate at Radisson Blu. Apart from Radisson, I have also worked for ITC Hotels in Chennai before moving to the Maldives for work.
When did you join the Atmosphere Core family and what has been the experience so far?
Priya: I joined the pre-opening team of OZEN LIFE MAADHOO in 2016 as an F&B Attendant and worked at different F&B Outlets such as Tradition IndoCeylon and M6m, the underwater restaurant. When OBLU SELECT Sangeli was being launched, I got the opportunity to join the pre-
assistance. Also, as the island couple, together with my husband, I meet all our guests to ensure they are having an amazing stay. Before I clock out, I prepare a plan for the next day’s operation.
What has been the highlight of your career to date?
Priya: The highlight of my career within Atmosphere Core is that I have been given the opportunity to join three pre-openings within the group which has taught me lots of skills and strengthened me as a person as well.
What motivates you the most?
opening team in a leadership capacity, as the F&B Captain at Simply Veg restaurant.
After a year, I was keen to work in the front office, and I got a role as the Guest Service Agent at the Front Office at OZEN LIFE MAADHOO. Working in F&B helped me a lot in handling guest relations, and I found that I have an intuitive knack for keeping guests happy.
Again, when OBLU SELECT Lobigili was being launched, I was able to join the pre-opening team as the Front Office Supervisor. I enjoyed rising to the challenge of setting up a new team. As we celebrate our third anniversary of opening OBLU SELECT Lobigili, I now serve as the Duty Manager.
What does a day at work look like for you?
Priya: The first thing to do in the morning is chart all the movements of the day. Followed by team briefing, attending all the arrivals and departures, and helping my team wherever they require
Priya: OBLU SELECT Lobigili is an adult’s exclusive island, and we host a lot of couples. When we introduce ourselves to the guests as The Island Couple, it is a very special feeling. Our guests usually become curious, interested and appreciate that Lobigili Island has everything curated for couples.
What advice would you give to young people looking to work in the industry, especially women?
Priya: It is the culture in Atmosphere Core that we are like a family who takes care of everyone.
What is it like to be The Island Couple at OBLU SELECT Lobigili?
Priya: It would have been rare to see a woman in a leading role a decade ago, but now women are running five-star properties. I must say the hospitality industry in Maldives offers plenty of opportunities for girls, and as a woman, I am very proud that here at OBLU SELECT Lobigili the majority of our team members are women – who are successfully handling all aspects of operations!
OBLU SELECT Lobigili is an adult’s exclusive island, and we host a lot of couples. When we introduce ourselves to the guests as The Island Couple, it is a very special feeling.
Priya Dubey, Deputy Manager, OBLU SELECT Lobigili
Seb’s Farm at RAAYA by Atmosphere: Celebration of sustainability and flavours
RAAYA by Atmosphere has unveiled its latest addition, Seb’s Farm, an outlet inspired by the castaway adventurer Seb and rooted in sustainability. This new venue promises to captivate guests with its culinary offerings and sustainable approach.
Seb’s Farm offers an enchanting dining experience under the Maldivian stars, featuring rustic wooden tables adorned with fresh blooms and seasonal produce. The ambiance combines the ocean breeze with soft, natural melodies, creating a unique celebration of the island’s natural bounty. The concept is designed for those seeking authentic flavours and a deeper connection to nature.
Located at the heart of Raaya Island, Seb’s Farm includes vegetable plots, fruit orchards, fragrant herbs, a hydroponic garden, and a poultry farm. The farm-to-table approach
highlights sustainability and culinary craftsmanship. Every dish and beverage incorporates ingredients sourced directly from the organic farm and local fisheries, with the menu showcasing the best of seasonal produce.
The Seb’s Farm Signature Menu includes Maldivian specialties such as RAAYA Fish Soup, a slowcooked dish infused with curry leaves and Maldivian chili, and Kanamadhu Chocolate Fudge, a Maldivian almond cake served with coconut ice cream. For refreshment, the craft cocktail and mocktail menu is a highlight, featuring creations like Seb’s
Located at the heart of Raaya Island, Seb’s Farm includes vegetable plots, fruit orchards, fragrant herbs, a hydroponic garden, and a poultry farm.
Florals, made with cucumber juice and lime, and Raa Gin, infused with passionfruit and strawberry.
Maurice Van Den Bosch, General Manager of RAAYA by Atmosphere, emphasised the importance of Seb’s Farm as more than just a dining venue. “In today’s fastpaced world of multitasking, long screen times, and city stress, people feel increasingly anxious and disconnected. Gardening, as supported by numerous studies on horticulture therapy, can significantly uplift the spirit. At Seb’s Farm, we offer guests an immersive experience, including exclusive farm tours, gardening sessions, and personalised culinary masterclasses.
Cocktail enthusiasts can also craft drinks using fresh herbs and fruits from the farm.”
Chef Putu Alit Wijana, Executive Chef at RAAYA by Atmosphere, highlighted the sustainability focus: “Every meal at Seb’s Farm begins with fresh, locally sourced ingredients. Our daily catch is supplied by local fishermen, and we are dedicated to providing a farm-to-table experience that supports the environment and our community.”
Seb’s Farm incorporates an in-house composting system that transforms food waste into fertile soil, which is used in the farm and gardens and shared with
neighbouring islands. The farm also utilises water conservation practices, including rainwater collection and filtration systems, while harnessing solar energy and implementing zero-waste kitchen initiatives to minimise environmental impact.
RAAYA by Atmosphere, a five-star resort under the Atmosphere Hotels & Resorts brand, is a picturesque 45-minute seaplane ride from Velana International Airport. It features 167 beach and overwater villas, along with six diverse dining options that blend local traditions with global flavours.
Every meal at Seb’s Farm begins with fresh, locally sourced ingredients. Our daily catch is supplied by local fishermen, and we are dedicated to providing a farmto-table experience that supports the environment and our community.
Chef Putu Alit Wijana, Executive Chef at RAAYA by Atmosphere
Coca-Cola and MAWC: Responsible business partner for Maldives
Ahmed Rasheed and his fellow students from K. Thulusdhoo Island School love football.
Several days a week, after school, they gather at the island’s futsal ground, playing passionate, spirited matches. Dividing into teams, often based on favourite clubs or national teams, they bring the game to life, with Ahmed always choosing to support Brazil. Football has become a way of life, a shared joy that unites the youth of Thulusdhoo in friendship, teamwork, and competition.
However, their beloved futsal ground had started to fall apart. The artificial turf was worn out, creating uneven patches that made the surface risky to play on. The metal fence was rusted and broken in places, and the
floodlights were old and dim, often flickering out just as the players prepared for an evening game. These conditions led to injuries and discouraged evening play, limiting what was one of the few leisure activities available on the island. With growing concern, the players turned to the school and island council, fearing the pitch would soon become unusable.
In response, the Thulusdhoo Island Council reached out to Male’ Aerated Water Company (MAWC), the local bottling partner of The Coca-Cola Company. MAWC, with its long-standing presence in Thulusdhoo, stepped in to sponsor the renovation of the futsal ground. With the company’s support, the turf was replaced , the fencing repaired , and modern, bright
floodlights installed. This simple, effective upgrade brought new life to the futsal ground, creating a safe and inviting space for youth and residents to play. “Now we can play football without any worries or injuries,” said Ahmed. “This means a lot to us as it’s one of the few leisure activities on the island.”
Lasting Commitment to Community
This futsal ground renovation is just one example of MAWC’s sustained and heartfelt commitment to Thulusdhoo. Since the Coca-Cola bottling facility was established on the island over 30 years ago, MAWC has engaged in various projects that directly address the needs and well-being of the local community. Through its Corporate Social Responsibility
(CSR) initiatives, the company has invested in education, infrastructure, water access, and recreational spaces for the people of Thulusdhoo.
According to Milind Derasari, Chief Operating Officer of MAWC, this commitment goes beyond business. “We’re proud to be a part of Thulusdhoo and are dedicated to making a positive impact here. Supporting the community enriches both our relationship with Thulusdhoo and our own business. We see this as an opportunity to grow alongside the island, contributing to its future and development,” Derasari explained.
Providing Essential Water Access
One of MAWC’s most essential contributions to Thulusdhoo has been addressing the island’s water scarcity issues. Since 2013, MAWC has provided free drinking
Fast and fearless:
Maldives’ most epic E-Go-Kart experience
For those who crave speed, adrenaline, and a little friendly competition, there’s a go-karting experience in the Maldives that’s anything but ordinary.
Tucked away on a paradise island, Fast Track at Kandima Maldives is no casual joyride— it’s a 500-metre oceanfront asphalt circuit, built for pure, high-octane thrills. With hairpin bends, high-speed straights, and state-of-the-art electric go-karts that can hit speeds of up to 80 km/h, this is the fastest and longest go-kart track in the Maldives. Add in the surreal backdrop of the Indian Ocean, and you’ve got one of the most unique racing experiences in the world.
A Race Unlike Any Other From the moment you step onto the track, the energy is electric— literally. These eco-friendly karts pack serious power, delivering instant torque that launches you off the starting grid with a
surge of acceleration. The course itself is designed for maximum excitement, with sharp turns to test your reflexes, long straights for top-speed racing, and plenty of opportunities to overtake.
It’s not just about going fast, it’s about control, skill, and knowing when to push the limits. Whether you’re a first-timer looking for a fun ride or a seasoned racer ready to set lap records, Fast Track delivers.
Precision Racing with a View
Unlike your standard indoor karting circuit, this open-air track gives you the rush of racing with the Maldivian breeze in your face and endless blue horizons all around. It’s an experience that blends pure speed with an unbeatable setting, because
when was the last time you drifted through a corner with the ocean shimmering in the distance?
For the Competitive and the Casual Racer
Fast Track is built for all levels of racing enthusiasm. The karts come with adjustable speed settings, making it just as fun for younger racers and families as it is for serious thrill-seekers. For those who want to take things up a notch, there’s a Mini Grand Prix and a full Grand Prix option, complete with qualifying rounds, gridding, and head-to-head racing. Safety is taken seriously here, too. Full seat belts, professionalgrade track barriers, and experienced marshals ensure that the only thing you’ll be testing is your skill, not your luck.
These eco-friendly karts pack serious power, delivering instant torque that launches you off the starting grid with a surge of acceleration.
Racing in Paradise—No Emissions, No Limits
For speed lovers with a conscience, the best part?
These next-generation electric karts deliver zero emissions without sacrificing performance. The instant torque, smooth acceleration, and near-silent operation make for a futuristic racing experience, proving that sustainability and speed can go hand in hand.
The Need for Speed, Island-Style
Go-karting might not be the first thing that comes to mind when you picture the Maldives, but Fast Track is rewriting the rulebook on island adventures. Whether you’re looking to out-race your friends, challenge yourself against the clock, or just feel the thrill of high-speed action in one of the most stunning locations on earth, this is an experience that’s worth strapping in for.
So, the only question is—are you fast enough? Join the fun by contacting mykindofplace@ kandima.com or visit the Kandima website to learn more!
Three years of transformation: Mark Eletr’s milestones at Holiday Inn Resort Kandooma Maldives
Holiday Inn Resort Kandooma Maldives recently marked the third anniversary of its General Manager, Mark Eletr, who has achieved significant milestones during his tenure.
Mark, a seasoned hotelier with a wealth of experience in luxury resorts worldwide, joined the Maldives property in November 2021. His tenure has been characterised by numerous accomplishments, including refurbishments, rebranding, and new initiatives. Upon accepting the role, Mark focused on advancing the resort’s evolution, prioritising financial success, environmental stewardship, and employee welfare.
One of his notable achievements has been the Surf Corner, a vibrant hub during the surfing season, enhanced by the addition of a fire pit that has become a favourite spot for visiting musicians. Over the years, the resort has hosted renowned performers such as Jimmy Barnes, Delta Goodrem, and Birds of Tokyo. The “Music In Paradise” program celebrated its 10th anniversary in 2024, with upcoming performances in 2025 by artists including Missy Higgins and The Church.
Mark has overseen numerous projects, such as constructing staff accommodations featuring solarpowered units and implementing a rolling maintenance plan to counter the effects of the harsh Maldivian climate. His passion for sustainability led to the introduction of innovative
initiatives like Frond Circles, which convert palm fronds into compost, reducing waste and transportation emissions. He has also championed reef conservation efforts, adding 100 coral frames to the resort’s waters, and doubled renewable energy production with solar panel installations.
In the diving realm, Mark introduced the Maldives’ first “Dive Free” promotion, offering complimentary dives to certified guests, which has enhanced the resort’s appeal. His commitment to marine conservation was highlighted when he participated in rescuing a manta ray entangled in ghost nets, an experience that inspired further environmental advocacy.
Mark’s tenure has also seen the addition of a 3-bedroom Beach Pool Villa, catering to families and groups, while he continues exploring sustainable
projects such as expanding the Chef’s Garden and piloting a fish-farming initiative. Despite setbacks, such as the discontinuation of a wave energy project, Mark remains optimistic about future innovations.
Developing talent remains his proudest achievement, particularly in nurturing local Maldivian staff. He recently celebrated the promotion of Shahid Hussain, the former Resort Manager, to General Manager of another IHG property, reflecting Mark’s commitment to fostering career growth within his team.
Mark credits his successes to the collaborative efforts of the Kandooma team and supportive ownership, emphasising that maintaining momentum and fostering a culture of innovation are key drivers for the resort’s ongoing evolution.
Aminath Rausha Haadhee: Creating, shaping JOALI’s immersive story
Aminath Rausha Haadhee’s career in hospitality spans more than a decade and a half, and her journey through the industry has been marked by a steady progression of responsibilities, challenges, and notable achievements.
by Ali Naafiz
As the Cluster Director of Marketing & PR at JOALI Maldives and JOALI BEING resorts, Rausha has become a recognised figure within the Maldives’ tourism sector. Her recent accolade as the PR and Communications Personality of the Year at the Hotelier Maldives Awards 2024 adds another chapter to a career built on commitment, adaptability, and a passion for the industry.
Born out of an early fascination with the tourism industry, Rausha recalls the first time she visited a resort. “I was five years old when I experienced the foreignness of a resort – from the food to the people, the glamour and the cosmopolitan atmosphere – and it left a lasting impression on me,” she recalls. This early encounter set the stage for a career that has taken her from the
basics of the industry to a leadership role in one of the region’s most distinctive hospitality groups.
Rausha began her professional journey in 2009 at Shangri-La’s Villingili Resort & Spa, shortly after completing high school. Her initial years in the industry coincided with an era when the tourism sector was grappling with social perceptions and a degree of stigma.
“I have always been intrigued by the glamour and diversity of the tourism industry, even when there was such a stigma around it,” she states. This conviction drove her to gain experience across a range of roles and properties, a decision that has shaped her comprehensive understanding of the business.
After her early start, she took a break from 2011 to 2014 to further
I
have always been intrigued by the glamour and diversity of the tourism industry, even when there was such a stigma around it
Rausha’s strategic perspective on travel trends ensures that JOALI remains competitive in an increasingly dynamic environment. Her approach underscores the importance of innovation and responsiveness in the face of changing market demands. “Meaningful experiences shape the brand,” she reiterates, highlighting the need for a consistent focus on creating lasting impressions rather than merely chasing trends.
Looking ahead, Rausha remains optimistic about the future of the Maldives as a leading destination for luxury tourism. She recognises that the country has managed to carve out a niche for itself on the global stage, driven by its natural beauty, commitment to privacy, and high standards of luxury. “The Maldives is the world leader in luxury tourism. People travel here for its beauty, nature, privacy and luxury,” she comments.
However, she is also aware of the challenges that lie ahead. The
it special is that it’s reader-based, which truly helps individuals value this recognition,” she explains.
This award, given its focus on the reader’s vote, carries a particular resonance in an industry where peer and public recognition are highly valued. For Rausha, the award is not merely an acknowledgement of past achievements but a motivator for future endeavours. Her journey through the hospitality sector has been one of perseverance and learning, evolving from a role in reservations to a leadership position where she influences strategy and brand perception.
rise of competing destinations means that maintaining the Maldives’ competitive edge will require ongoing innovation and careful management. “We have organically adapted to these demands through the years. Maldives as a destination will thrive; however, measures are required to protect its positioning, such as with the rising competition from other destinations,” she cautions. This balanced perspective underscores the importance of continuous improvement and strategic planning within the industry.
Winning the Hotelier Maldives Awards 2024 as the PR and Communications Personality of the Year stands as a significant milestone in Rausha’s career. Recognising her contributions in a field that offers limited individual accolades, she regards the award as both a personal achievement and a source of inspiration for others. “I am proud to have won the Hotelier Maldives Awards 2024 as the PR and Communications Personality of 2024. What makes
the industry offers a broad range of opportunities, whether one’s interests lie in marketing, culinary arts, service, sustainability and quality assurance, or human resources. “For those aspiring, this industry provides endless opportunities for those who seek. Set your goals – there is something for all and with the diversity and innovation in the industry, you can achieve anything,” she advises. Her words resonate as a call to action, encouraging aspiring professionals to pursue their ambitions with focus and determination.
“When I first entered the industry, it was not a place for just women but also for those who were educated. There was a social stigma, and I have seen over the years more graduates joining as this is one of the only industries that brings international brands into one sector, meaning opportunities to excel are boundless.” Her reflection offers a window into the broader evolution of the industry, where the barriers that once existed are gradually giving way to a more inclusive and dynamic environment.
Rausha’s experience has positioned her as a role model for women aspiring to succeed in the tourism sector. Addressing women already in the industry as well as those who hope to enter it, she offers both congratulations and practical advice. “Women working in the tourism sector, I would congratulate them for choosing such an amazing industry,” she says.
Her message is straightforward:
Her path, which began with the fascination of a five-yearold and evolved into a career spanning multiple renowned properties, is a testament to the value of diverse experiences and continuous improvement. Whether it is through her work at JOALI or her contributions to the broader Maldivian tourism sector, she has consistently demonstrated a commitment to fostering meaningful experiences for travellers.
that sets the brand apart in a competitive market. Her leadership in an environment that values creative expression and healthful living speaks to a broader trend in the industry, one that recognises the importance of providing experiences that enrich the mind and body.
Rausha’s journey through the hospitality industry reflects a commitment to learning, adaptation, and leadership.
In her role as Cluster Director of Marketing & PR, she not only promotes a brand but also upholds the values of innovation, inclusivity, and authenticity. These values are mirrored in JOALI’s approach to both art and wellbeing – a combination
As the Maldives continues to evolve as a premier destination for luxury tourism, team members like Rausha play a crucial role in shaping its future. Her insights into the changing landscape of travel – from the incorporation of art and culture to the integration of wellness practices – provide a blueprint for how luxury resorts can adapt and thrive.
Why hoteliers should embrace AI in 2025
The hospitality industry is no stranger to transformation, but the rapid evolution of artificial intelligence (AI) presents an unparalleled opportunity for hoteliers to revolutionise their operations, guest experiences, and bottom lines. As we step into 2025, embracing AI is no longer optional—it is imperative for staying competitive in an increasingly digital world.
by Moobeen Jaleel
AI-powered solutions can deliver personalised guest experiences like never before. From chatbots that handle booking queries in real-time to recommendation engines that tailor activities, dining, and amenities based on individual preferences, AI enables hoteliers to create seamless and memorable stays. For example, AI-driven sentiment analysis can gauge guest feedback across platforms, allowing hotels to respond proactively and address concerns before they escalate.
Voice-activated assistants
in guest rooms, such as Alexa for Hospitality, provide ondemand information, control over room settings, and personalised recommendations. These technologies enhance convenience and leave lasting impressions on tech-savvy travelers.
Operational efficiency is a cornerstone of any successful hotel. AI automates repetitive tasks, enabling staff to focus on high-value activities. Intelligent scheduling systems optimise workforce management
by predicting peak periods and aligning staffing needs accordingly. Predictive maintenance powered by AI helps identify equipment issues before they result in costly downtime, ensuring smoother operations and reduced expenses.
Revenue management is another area where AI shines. Dynamic pricing tools analyse market trends, competitor rates, and booking patterns in real time to optimise room rates and maximize revenue. This data-driven approach outperforms traditional
manual methods, especially in today’s fast-paced market.
AI enables hoteliers to craft more targeted and effective marketing campaigns. By analyzing vast amounts of data from booking platforms, social media, and guest profiles, AI tools can identify trends and preferences that inform marketing strategies. Predictive analytics allow hotels to anticipate guest needs, increasing the likelihood of repeat bookings and upselling opportunities.
Additionally, AI-powered content
waste management systems powered by AI can also reduce food waste by analysing inventory and consumption trends.
By integrating AI into their sustainability initiatives, hotels not only reduce their environmental footprint but also appeal to eco-conscious travelers seeking greener stays.
Despite its benefits, AI adoption often raises concerns about job displacement and data privacy. However, AI is best viewed as an enabler rather than a replacement. By automating mundane tasks, AI allows staff to focus on creating genuine human connections with guests, which remains at the heart of hospitality.
Data privacy is another critical consideration. Hoteliers must prioritise robust cybersecurity measures and transparent data handling policies to build and maintain trust with their guests.
generation tools can create personalised email campaigns, social media posts, and website content, ensuring messaging resonates with diverse audience segments. Such precision marketing drives engagement and enhances brand loyalty.
Sustainability is a growing priority for both travelers and the hospitality industry. AI helps hotels monitor and reduce energy consumption by optimising lighting, heating, and cooling systems based on occupancy patterns. Smart
The adoption of AI is a strategic investment in the future of hospitality. As the technology matures, its capabilities will only expand, offering even greater potential for innovation. By embracing AI today, hoteliers can position themselves as industry leaders, delivering exceptional experiences while driving efficiency and sustainability.
In 2025, the question is not whether to adopt AI but how to harness its transformative power effectively. Hoteliers who rise to the challenge will not only meet but exceed the expectations of the modern traveller, securing their place in the future of hospitality.
Maldives tourism
in 2025: Growth in numbers and decline in revenue?
by Ibrahim Mahudhee
Maldives—a destination synonymous with luxury, pristine beaches, and crystal-clear waters—continues to attract travellers from around the globe. While initial projections indicate a slight increase in tourist arrivals this year, the underlying narrative is less optimistic. Despite the increase in visitor numbers, tourism revenue is unlikely to see a corresponding boost, with policies that risk undermining the sector’s long-term success.
The Maldives’ tourism sector is the backbone of its economy, contributing significantly to national GDP. However, in 2025, several factors threaten the sector’s ability to capitalise on the increase in arrivals.
One of the primary challenges is the government’s decision to hike airport taxes, the Tourism Goods and Services Tax (TGST), and the green tax. Although the state intends these measures
to increase revenue, they could potentially weaken the Maldives’ competitive advantage. Tourists, already paying premium prices for the Maldives’ luxury offerings, may find these additional costs off-putting, especially when compared to other destinations offering similar experiences at more attractive rates. It’s a known fact that the majority of travellers are saving for a few years to visit the Maldives, with only 15% having substantial financial resources
that may not be significantly impacted by price factors.
The global tourism market is becoming increasingly competitive, with destinations like Thailand, Indonesia, Mauritius, Fiji, and the likes of Seychelles stepping up efforts to attract travellers. These nations are implementing policies to make their destinations more affordable, including tax breaks, improved infrastructure, and enticing promotional campaigns.
In contrast, the Maldives’ approach seems more revenueoriented than visitor-focused. By prioritising short-term tax gains, the government risks pricing the Maldives out of the global luxury travel market. This is particularly risky in an era where tourists are more price-sensitive, balancing luxury experiences with value for money.
be detrimental. A long-term vision for the tourism industry should prioritise the following areas:
• Tax Reforms: Reassessing airport taxes, TGST, and green tax to ensure they remain competitive with rival destinations.
• Strategic Marketing: Enhancing global campaigns to reinforce the Maldives’ appeal as a unique and must-visit destination.
• Incentivating Investment: Providing incentives for local and international businesses to invest in sustainable and innovative tourism offerings.
• Sustainable and value-added: shifting from a volume-based model to one focused on highvalue tourism, emphasising personalised, eco-friendly, and unique experiences.
Tourists, already paying premium prices for the Maldives’ luxury offerings, may find these additional costs off-putting, especially when compared to other destinations offering similar experiences at more attractive rates.
The rising costs aren’t just a burden for visitors—they also place strain on local tourism operators, resorts, guest houses, and service providers. Often, these businesses must absorb a portion of the additional taxes to maintain their competitiveness, further straining their already narrow profit margins. Over time, this could lead to reduced investments in facilities, services, and infrastructure, ultimately diminishing the quality of the Maldives’ tourism product.
For the Maldives to sustain its position as a premier destination, the government must adopt a more balanced approach. While taxation is an essential tool for revenue generation, excessive reliance on it without considering its impact on competitiveness can
While the Maldives has long been a sought-after destination, it is crucial to avoid complacency. Relying on incremental tourist arrivals without addressing the underlying challenges in revenue generation and competitiveness could harm the industry in the long run.
The government’s current policies, though perhaps well-intentioned, appear short-sighted. Without a clear strategy to balance taxation, affordability, and quality, the Maldives risks losing its edge in the global tourism market. It’s time for policymakers to rethink their approach, ensuring that the Maldives continues to flourish as one of the world’s most sought-after destinations for decades to come.
Industry Highlights
Maldives aims for 15% tourism growth in 2025
Maldives is targeting a 15% growth in tourism next year, aiming to welcome 2.3 million tourists and generate $5 billion in revenue, then Tourism Minister Ibrahim Faisal announced in January.
The announcement came during a ceremony at Velana International Airport to celebrate the arrival of the tourist who marked the country achieving its 2024 tourism milestone of two million visitors. This year’s achievement represents a historic
first in the Maldives, with the highest number of tourists recorded in a single year, single day, and single month.
“Reaching this milestone is a testament to the hard work and dedication of everyone involved in the tourism sector,” Faisal told reporters.
Maldives reached notable tourism records in 2024:
• February 2024: 217,392 tourists arrived, marking the highest number in a single month.
• February 14, 2024: 10,213 tourists arrived in a single day, the highest ever recorded.
• Fastest One Million: Maldives achieved the target of one million
tourists in record time this year.
Faisal emphasised that these achievements reflect the strength and appeal of Maldives as a premier tourist destination.
With the goal of achieving over 2 million tourists in 2024, Maldives expects to see a 15% growth in visitor numbers. This increase is projected to contribute significantly to the economy, with tourism revenue estimated to reach $5 billion.
The former minister highlighted ongoing efforts to enhance the visitor experience, expand infrastructure, and promote sustainable tourism to ensure the Maldives maintains its position as a top global destination.
Maldivian to get second wide-body aircraft in October
A second wide-body aircraft will join the fleet of Maldivian, the national airline of the Maldives, and begin operations in October, President Mohamed Muizzu has announced.
An Airbus A-330, which landed at Venala International Airport (VIA) on January 6, was welcomed with a water salute. A special ceremony was held
to mark the occasion, attended by President Muizzu, First Lady Sajidha Mohamed, Vice President Hussain Mohamed Latheef, Parliament Speaker Abdul Raheem Abdulla, Transport Minister Mohamed Ameen, and other government officials and members of parliament.
President Muizzu described the arrival of Maldivian’s first wide-body aircraft as a significant milestone for the aviation sector and emphasised its role in supporting economic development. He announced that flights with the wide-body aircraft will initially operate to selected destinations in China, with plans to expand to more cities and eventually to Europe.
The new aircraft has a seating capacity of 264 passengers, making it the largest aircraft in Maldivian’s 24-year history. Flights with the new aircraft launched in late January. The airline has confirmed plans to serve three cities in China and later destinations in Europe.
An air show was organised at Usfasgandu and Hulhumalé Phase One and Two to celebrate the aircraft’s arrival. The event highlighted the significance of the new aircraft in expanding the airline’s operations and enhancing connectivity for the Maldives.
Maldives sets $5 billion tourism receipts target for 2025
Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has set an ambitious target of $5 billion in tourism receipts for 2025.
The announcement was made during a press conference held at the MMPRC headquarters by Abdulla Ghiyas, Chairperson of MMPRC, and Ibrahim Shiuree, CEO and Managing Director of MMPRC.
Building on the achievements of 2024, which marked a record-breaking year for the Maldives tourism industry, the destination welcomed 2 million tourists. February saw record-breaking daily and monthly arrivals. According to MMPRC, this success was driven by extensive marketing efforts, including participation in 23 fairs and roadshows, 15 social media campaigns, and 23 virtual events. The ‘Discover Maldives’ Webinar Series played a significant role in showcasing the Maldives’ offerings to key markets.
The Maldives achieved its largestever representation at ITB Berlin 2024 and ATM Dubai 2024. It also served as the Host Country sponsor at ITB China in Shanghai for the first time, further strengthening its position in crucial markets. At WTM London, MMPRC launched ‘The World’s Biggest Giveaway 2025,’ a campaign set to begin next year. Increased airline connectivity also contributed to making the destination more accessible.
MMPRC hosted the inaugural Data Forum 2024, noted as the largest in the Southeast Asia region, and the Tourism Symposium 2024. Both events focused on industry development and collaborative growth. Key agreements were signed with organisations such as Fliggy, Weixin Pay, the Maldives Association of Tourism Industry (MATI), Maldives Immigration, Maldivian Airlines, and ADK Hospital, aiming to enhance travel and tourism-related services.
According to the Maldives Monetary Authority (MMA), 2024 saw a 15% growth in tourism receipts compared to the previous year. The Maldives Inland Revenue Authority (MIRA) recorded an 8% increase in tourism-related tax revenues during the same period.
The Maldives received several international accolades in 2024, including the titles of World’s Leading Destination for the fifth consecutive year and World’s Leading Green Destination for the first time at the World Travel Awards. This year also marked 11 years since the Maldives surpassed the milestone of 1 million annual tourist arrivals.
With these milestones and future plans, MMPRC is optimistic about achieving the $5 billion target and further strengthening the Maldives’ position as a leading global tourist destination.
Maldives tourism marketing shifts focus to conversion-driven marketing in 2025
Maldives Marketing and Public Relations Corporation (MMPRC) announced a new strategic direction for its tourism marketing efforts in 2025. Moving away from traditional trade shows, Visit Maldives will adopt more conversiondriven marketing tactics, with an emphasis on digital campaigns, videobased content, and strengthened international collaborations.
The announcement was made at a press conference held at MMPRC headquarters by Abdulla Ghiyas, Chairperson of MMPRC, and Ibrahim Shiuree, CEO and Managing Director of MMPRC.
Several initiatives will support the new strategy. These include:
• Visit Maldives Shop: A platform for distributing branded merchandise.
• Visit Maldives Calendar: A centralised hub for event information to assist visitors in planning trips.
• Visit Maldives Academy: An educational program offering industry knowledge and Destination Specialist certification.
• Visit Maldives Content Portal: A resource for curated content, providing opportunities for local creatives to showcase and sell digital assets.
• Visit Maldives Data Dashboard: A platform for industry insights and
analytics, developed in partnership with global data leaders.
To enhance its presence in key markets, Visit Maldives has launched “Visit Maldives Week,” featuring activities such as media events, press breakfasts, seminars, networking evenings, food trucks, and outdoor marketing initiatives. These events target markets including Germany, Dubai, India, and Russia.
While the annual focus will shift from ITB Berlin to ATM Dubai, significant activities will continue to take place in Berlin. Building on the success of previous campaigns such as “Winter is Blue,” which reached 22 million people in one month, Visit Maldives will expand its collaborations with digital platforms like Meta.
The organisation will also host enhanced webinars, familiarisation trips, and partner with NGOs to streamline costs and reduce fair budgets. Campaigns targeting niche markets, including MICE tourism, solo travellers, and “bestie” getaways, are planned. Visit Maldives will also refine its positioning with the help of international branding specialists.
To promote sustainability and unique experiences, Visit Maldives Club will launch “Burunu Boma,” announced as the world’s largest sustainable fishing competition. Scheduled for late April and May 2025, the competition aims to attract a global audience.
Other efforts include major events focused on film tourism, influencer collaborations, and storytelling to further enhance the destination’s appeal.
The goal for 2025 is to maintain consistent marketing activity in the top
25 markets. This will be supplemented by major summer campaigns and a robust public relations push. Visit Maldives aims to strengthen industry partnerships and achieve collective success through its initiatives.
The strategic changes reflect a commitment to evolving with market trends while enhancing the Maldives’ position as a premier global destination.
Abu Dhabi Fund gives $40 million loan for Maldives main airport
Abu Dhabi Fund for Development has announced an additional loan of Dh147 million ($40 million) to support the completion of the Velana International Airport (VIA) project in the Maldives.
This follows an earlier loan of Dh183.5 million ($50 million) provided in 2017 for the project’s initial phases, highlighting the airport’s vital role in driving tourism, a key pillar of the Maldivian economy.
To enhance its presence in key markets, Visit Maldives has launched “Visit Maldives Week,” featuring activities such as media events, press breakfasts, seminars, networking evenings, food trucks, and outdoor marketing initiatives.
The Velana International Airport development project will be expanded to accommodate up to 26 gates for passenger access to aircraft, in addition to a building for international flights. The new expansion will accommodate the increase in the total capacity of the airport, which is expected to reach 7.5 million passengers annually.
The financing agreement was signed by Mohamed Saif Al Suwaidi, director-general of ADFD, and Moosa Zameer, Minister of Finance in the Maldives. Several officials from both sides were present at the signing ceremony in late December 2024.
“This funding reflects the critical role of ADFD in driving economic and social development in partner countries through transformative infrastructure projects. The additional support for the modernisation and expansion of the Velana International Airport will promote the Maldives’ growth, as it increases capacity to
meet the rising demand from a thriving tourism sector,” Al Suwaidi said.
He added that these efforts align with the Maldivian government’s development objectives.
“ADFD is committed to deepening its partnership with the government of the Maldives, collaborating on impactful initiatives that fulfil the aspirations of the Maldivian people, generate employment opportunities, and drive sustainable development,” he said.
Zameer emphasised the shared commitment to advancing sustainable development in his country.
“The ADFD funding is instrumental in establishing a state-of-the-art international airport equipped with world-class services and technologies. This marks a major milestone in achieving our national goals of developing infrastructure in the transport sector, enhancing the travel experience, and boosting tourism revenues – key pillars of our national economy,” he said.
Key loans for the Velana International Airport project include:
• $200 million from Saudi Fund for Development
• $50 million from the OPEC fund
• $50 million from the Kuwait fund
• $373.9 million from China’s Exim Bank
The Velana International Airport’s new terminal, which is expected to be completed in 2025, has seen a series of developments over the years, with key milestones outlined below:
• May 21, 2016: Agreement signed with the Saudi bin Laden Group to construct the terminal.
• November 1, 2016: Bin Laden Group initiates survey work for the terminal’s construction.
• August 6, 2018: Work on the new terminal commences, including the beginning of sheet piling.
• June 27, 2019: The design of the new terminal undergoes changes, and a revised agreement is signed with bin Laden.
• December 17, 2019: Work resumes, with the completion of the foundation.
• April 20, 2022: The designs for the new terminal are unveiled.
Maldivian launches wide-body aircraft service
Maldivian, the national airline of the Maldives, officially launched its wide-body aircraft service on January 6 with the arrival of an Airbus A330 at Velana International Airport (VIA). This marks the airline’s first operation of a wide-body aircraft.
The launch event began with an air show featuring other Maldivian flights before the Airbus A330 landed on the runway. The crew was welcomed by President Mohamed Muizzu and Ibrahim Ghiyas, Managing Director of Island Aviation Services, the operator of Maldivian. After greeting the crew, President Muizzu toured the aircraft.
MATATO holds Maldives Travel Conference 2025 Women’s Edition in Addu
Speaking at the ceremony, Ghiyas stated that the introduction of the wide-body aircraft is a significant milestone for Maldivian, enabling the airline to expand its international operations.
Direct flights to three cities in China— Beijing, Shanghai, and Chengdu— began in late January, fulfilling a key part of the airline’s expansion strategy. Ghiyas highlighted that Maldivian employees were part of the crew operating the new aircraft.
Details shared during the event include:
• The aircraft has a total of 264 seats across first class, business class, and economy class.
• The wide-body aircraft can transport up to 10 tons of air cargo, opening new
MATATO elects new executive board
Maldives Association of Travel Agents and Tour Operators (MATATO) held its Annual General Meeting (AGM) for the 2024/25 term.
During the meeting, a new executive board was elected to guide the association’s activities and initiatives.
The elected board members are:
• Abdulla Ghiyas Riyaz, President
• Mohamed Khaleel, Vice President
• Mohamed Shaz (Waleed),
Vice President
• Abdulla Suood, Secretary General
• Ibrahim Didi, Treasurer
• Ahmed Arshad, Board Member
• Mohamed Mauroof, Board Member
• Ignaz Mansoor, Board Member
• Ibrahim Nizam, Board Member
• Asad Riza, Board Member
Abdulla Ghiyas Riyaz (President), Mohamed Khaleel (Vice President), Mohamed Shaz (Vice President), Abdulla Suood (Secretary General), Ibrahim Didi (Treasurer), Ignaz Mansoor (Board Member), and Ibrahim Nizam (Board Member) retained their positions on the MATATO Executive Board through re-election.
opportunities for businesses.
With the addition of a second aircraft, the airline expects to bring over 65,000 tourists to the Maldives annually.
The decision to introduce wide-body aircraft was made by the cabinet in December 2023 to fulfil a presidential pledge. The agreement for the aircraft was signed in July 2024.
MATATO, established in 2006, continues to play a vital role in promoting Maldivian tourism locally and internationally. The newly elected executive board aims to further strengthen MATATO’s contributions to the tourism industry, enhance the representation of travel agents and tour operators, and address challenges in the rapidly evolving travel landscape.
The association’s AGM also provided a platform to review the achievements of the previous term, discuss ongoing projects, and outline strategic goals for the upcoming year.
MATATO is recognised for its commitment to advocating for the interests of its members, promoting destination Maldives globally, and fostering collaboration between key stakeholders in the tourism sector.
Maldives Association of Travel Agents and Tour Operators (MATATO) on January 26 concluded the Maldives Travel Conference 2025, Women’s Edition in Addu.
The conference was hosted by Equator Village in Addu City as the event’s Venue Partner, followed by a free training on financial literacy organised by Business Centre Corporation (BCC).
Endorsed by the Ministry of Tourism, Ministry of Social and Family Development, MMPRC / Visit Maldives, Addu City Council, National Hotels and Guesthouses Association of Maldives (NHGAM), and various women’s associations (Addu Women’s Association, Veshisaafu, WDC Addu City, Southern Community Empowerment Association of Maldives, Women in Management Maldives, Women on Board, Women Entrepreneurs Association Maldives and Association of Lady Entrepreneurs), the conference focused on opportunities for women in Addu, tourism employment is not limited to resorts only, and on combatting societal stigma towards working women.
The all female panel consisted of Noora Jaleel, Council Executive and Acting SG of Addu City Council, Almas Hassan, Admin Manager at Velaa Private Island, Aminath Shifana, Project Manager and Civil Engineer, and Fathimath Hafsa, Principal at Nooraanee School.
The event was graced by Chief Guest, Dr Aminath Adhala Rasheed, Councillor at Addu City Council. The conference’s main sponsor was second time sponsor of the conference, Maldives Islamic Bank (MIB), with associate sponsors (Resort Life Travel and Gakaba), with Maldivian partnering as the Airline Partner.
“We hope today’s dialogue can be a stepping stone to pave the way for women in Addu to explore different avenues to contribute to the tourism industry, and start the much needed conversation on how to address the challenges of working women,” stated Aminath Suzan, CEO of MATATO, who moderated the panel discussion.
The Addu edition continues MATATO’s Women’s Edition initiative, launched in August 2024, which aims to empower women in tourism. Similar to the inaugural conference, a detailed post-conference report will follow.
Future editions are planned for Thoddoo in May 2025, and in Male in August 2025, in partnership with Hotel Jen Male’.
We hope today’s dialogue can be a stepping stone to pave the way for women in Addu to explore different avenues to contribute to the tourism industry, and start the much needed conversation on how to address the challenges of working women
