A Monthly Publication by Maldives Association of Travel Agents and Tour Operators (MATATO)
MATATO NEWS
Leading the Way: Women in Action
ReadmoreonPage8
MATATO Launches Maldives Finder 2024 Media Kit in Itb Berlin
ReadmoreonPage9
MATATO Urges Overhaul of
MMPRC SoE Model and Triple Marketing Investment
ReadmoreonPage10
GADHA CHEFUN, A RAMAZAN SPECIAL CULINARY SHOW
ReadmoreonPage11
Cover
CONTRIBUTIONS
MATATO MANAGEMENT TEAM
Abdulla Ghiyas
Mohamed Shaz Waleed
Mohamed Khaleel
Abdulla Suood
Mohamed Bassam Adam
Aminath Suzan
Fathimath Shaha
Ibrahim Didi
Ibrahim Nizam
Ignaz Mansoor
Hathim Hassan
ADVERTISING & EDITORIAL
For advertising & editorial queries please email to admin@matato.org
CONTACT
Email : admin@matato.org
Phone :+960 3000 929
Mob# :+960 739 0050
MATATO dashboard
2022 International Tourism Arrivals (million) - 969
2022 Maldives Tourism Arrivals - 1,675,303
2023 Maldives Tourism Arrivals - 1,878,543
Maldives Tourist Arrivals Monthly 2024 vs 23 vs 22
Maldives Top 10 Markets 2024 (as of 6th March)
Occupancy rate (%) January 2024
INTERNATIONAL TOURISM TO END 2023 CLOSE TO 90% OF PREPANDEMIC LEVELSunwto
62,114 total Operational beds in Maldives as at 6th March 2024 Sources:
Tourist Accommodation (as of 6th March 2024)
The occupancy rate for Maldives beds in 2024 stands at 72% based on the available capacity.
Govt Dollar income per tourist 467 USD
The newest UNWTO World Tourism Barometer also shows:
• World destinations welcomed 22% more international tourists in the third quarter of 2023 compared to the same period last year, reflecting a strong Northern Hemisphere summer season.
• International tourist arrivals hit 91% of pre-pandemic levels in the third quarter, reaching 92% in July, the best month so far since the start of pandemic.
• Overall, tourism recovered 87% of prepandemic levels in January-September 2023. That puts the sector on course to recover almost 90% by the end of the year.
• International tourism receipts could reach USD 1.4 trillion in 2023, about 93% of the USD 1.5 trillion earned by destinations in 2019.
Bed capacity utilization (2024)
Upcoming properties
Property
Infinite Maldives by Cocoon
Ozen Privé Athiri Gili
Meyyafushi
Avalon Maldives
Villa Haven
Nammos Maldives
Joali Lagoon
JW Marriott Emboodhoo Finolhu
Feydhoo Finolhu
Capella Maldives
Centara Lagoon
Centara Grand Muthaafushi
Al Mahra
Corinthia Maldives
Project Delfin
Soneva Secret
Mandarin Oriental Bolidhuffaru Reef
Rosewood Ranfaru Maldives
Bulgari Resort Ranfushi
Source: Hotelier Maldives
Malé Atoll 2025
Malé Atoll 2024
Lhaviyani Atoll 2024
Dhaalu Atoll 2024
South Ari Atoll 2024
Malé Atoll 2025
Malé Atoll 2025
Malé Atoll 2025
Malé Atoll 2024
Malé Atoll 2025
Malé Atoll 2025
Baa Atoll 2024
Laamu Atoll 2025
Malé Atoll 2025
Malé Atoll 2025
Haa Dhaalu Atoll 2024
Malé Atoll 2025
Malé Atoll 2025
Raa Atoll 2025
Upcoming MMPRC Fairs
ECONOMIC UPDATE
Source: Maldives Monetary Authority (MMA)
LEADING THE WAY: WOMEN IN ACTION, WOMEN’S DAY INITIATIVE BY MATATO
MATATO has consistently championed the cause of women empowerment. In alignment with this commitment and to celebrate the spirit of International Women’s Day 2024, MATATO hosted a tv show, in collaboration with Baiskoafu, where hardworking women in the tourism industry were recognised and celebrated beyond the ordinary routines. In the Maldives, utmost importance is given to fostering an environment that empowers women with abundant opportunities. While acknowledging the progress made, the programme recognized the continued need for concerted efforts. The show also facilitated insightful discussions on crucial matters pertaining to women in the tourism sector, showcasing their perspectives and contributions.
Hosted by the organisation’s CEO, Ms. Aminath Suzan, and joined by Ms. Zainab Hussain Shihab, Director of Marketing & Communication, Patina Hotels and Resorts, and Ms. Ikleela Hameed, Airport Supervisor, Le Meridien Maldives, the dialogue was a candid conversation about their personal experiences in the tourism industry as women, on the challenges women face in the industry, on the general misunderstanding about gender wage disparities, the importance of fostering a conducive environment for women, on work place harassment and about addressing the community stigma linked to women working in resorts.
Currently, the tourism industry in our country reflects a representation of merely 5% women. Despite this, there is a positive shift as we witness an increasing number of women excelling across diverse fields. Investing in women is pivotal to hasten global collective progress. This year's global theme, "Inspire Inclusion," underscores the significance of clearing paths for women, irrespective of their cultural and social backgrounds, enabling them to cultivate their skills and contribute on an equal footing
The programme is available to watch on MATATO’s Youtube Channel “MATATO” @matato_mv and on Baiskoafu free content.
MATATO Launches Maldives Finder 2024
Media Kit in Itb Berlin
The Maldives Association of Travel Agents and Tour Operators (MATATO) is excited to announce the launch of the Media Kit for Maldives Finder 2024, representing a significant milestone in the association. This momentous occasion was unveiled on March 5, 2024, during the esteemed ITB Berlin 2024 event, with Honorable Ibrahim Faisal, Minister of Tourism of Maldives, presiding over the launch at the Maldives stand.
Maldives Finder serves as MATATO's flagship publication, offering a comprehensive guide to the Maldives for travelers worldwide. Released annually across various platforms, including print and digital media, Maldives Finder plays a crucial role in promoting the Maldives as a premier travel destination.
Endorsed by the Ministry of Tourism and the Maldives Marketing & PR Corporation (MMPRC), Maldives Finder 2024 is set to make a significant impact on the global tourism stage. Scheduled for publication during WTM London in November 2024, Maldives Finder will be showcased to an extensive audience comprising over 5,000 exhibitors and more than 51,000 visitors. This strategic timing ensures maximum exposure and engagement with key stakeholders in the travel industry.
The launch of Maldives Finder 2024 presents an opportunity for businesses to showcase their products and services to a global audience. Whether it's luxury resorts, guesthouse, or cultural experiences, advertising in Maldives Finder provides a platform to reach discerning travellers seeking unforgettable experiences in the Maldives.
MATATO is pleased to offer a special incentive for its members, with a 10% discount on advertising space in Maldives Finder 2024. This exclusive offer underscores MATATO's commitment to supporting its members and fostering collaboration within the travel industry.
As the tourism landscape continues to evolve, Maldives Finder remains at the forefront of destination marketing, providing invaluable insights and inspiration to travellers worldwide. With its rich content, stunning imagery, and authoritative voice, Maldives Finder is poised to captivate audiences and drive interest in the Maldives as the ultimate travel destination.
For businesses looking to elevate their brand presence and connect with a global audience, advertising in Maldives Finder 2024 offers an unrivalled opportunity to showcase their offerings and capitalize on the growing demand for travel to the Maldives.
Don't miss out on this opportunity to be part of Maldives Finder 2024 and elevate your brand on a global stage. Contact MATATO today to secure your advertising space and unlock the potential of the Maldives tourism market.
MATATO Urges Overhaul of MMPRC SoE Model and Triple Marketing Investment
The Maldives Association of Travel Agents & Tour Operators (MATATO) has intensified its call for the restructuring of the Maldives Marketing & Public Relations Corporation (MMPRC), moving away from the traditional StateOwned Enterprise (SoE) model, and advocating for a threefold increase in marketing investment. The Maldives' economy is heavily reliant on tourism, making it imperative for the government to prioritize investment in tourism marketing to sustain economic growth and stability, especially when Government targets to increase the GDP to USD 12 billion.
This also follows MATATO's previous report titled "Importance Of Destination Marketing," unveiled to mark World Tourism Day in 2017. While MATATO has persistently highlighted the paramount importance of destination marketing over the years, the report extensively explored the myriad benefits of amplifying the Maldives' appeal as a tourist haven on a global scale. Furthermore, the report meticulously dissected the challenges confronting the Maldivian tourism sector, contrasted with comparative analyses of rival markets such as Sri Lanka, Mauritius, and Seychelles. This report was backed by discussions by industry experts from CNN International, TTG Asia and PATA at MATATO Maldives Travel Conference.
In 2023, the Maldives greeted 1,878,543 tourists, with MATATO's computation revealing that the Government spends Four US Dollars for each tourist directly towards destination marketing efforts conducted by MMPRC, based on all public data. The Government's Return on Investment (ROI) from direct and indirect tourism-related taxes and revenues is estimated at Six Hundred US Dollars per tourist, resulting in an impressive ROI of 12,000%. More details can be found in MATATO's February newsletter on this.
Given tourism's pivotal role in the Maldives' economy, with significant contributions to GDP, employment, and overall prosperity, increased government spending on tourism marketing is imperative. Unlike conventional expenditures, tourism marketing should be regarded as an investment rather than a mere expense, especially considering the country's heavy reliance on tourism revenue. The economic repercussions of neglecting tourism marketing efforts could be severe, risking livelihoods and economic stability, as evidenced during the 2020 pandemic when the shutdown of tourism posed threats to food security and government foreign currency earning to pay fuel bills.
Despite MATATO's persistent advocacy for intensified destination marketing, recent indications from MMPRC suggesting a shift towards self-sufficiency have raised serious concerns within the industry. MATATO plans to engage with the Ministry of Finance and Ministry of Tourism to address these concerns promptly.
MATATO also acknowledges the efforts put in by both the private and public sectors over the last five years, especially amidst the pandemic. The current results reflect the hard work and investment put in over the last three years. MATATO also notes that the government spends less than 10% of marketing efforts compared to what’s spent by the private sector.
Furthermore, MATATO highlights the lack of industry representation in the current MMPRC Board and the lack of experience by the board. And expresses concerns over discussions to raise participation fees for Travel Agents, Guesthouses, and Liveaboards. The Association emphasizes the need for a nuanced financial model that acknowledges tourism's economic significance and cautions against measures that could undermine the sector's growth and sustainability.
MATATO urges that to meet the current destination targets, particularly in the face of fierce competition from other countries, the Maldives should increase its investment in destination marketing by three times more, particularly focusing on advertising campaigns. There is a need for targeted campaigns, especially during the low season, such as a Summer Campaign. Additionally, it's crucial for the Maldives to maintain its focus on long-stay source markets to sustain the average length of stay in the destination. To achieve this, the Maldives should adopt better marketing tactics and utilize data-driven metrics to inform decision-making processes.
GADHA CHEFUN, A RAMAZAN SPECIAL CULINARY SHOW
Sending Ramazan greetings to everyone observing this spiritual month.
Ramazan is a month for fasting and patience, but we are also guilty of indulging in delightful feasts. Maldivians, especially during Ramazan, take pleasure in experimenting with new recipes, adding an extra layer of culinary exploration to this sacred month. Ramazan 2024, MATATO has produced a culinary TV show to connect with the local households and spread the spirit of this holy month. Promoting highly talented chefs working in the Maldives, and bringing culinary experience of the hospitality industry, the show is set to air every Friday at 9pm on Baiskoafu App.
Episodes will be hosted by the following well known Chefs :
• Ms. Aminath Hameed, commonly known as Maldivian Pâtissier and currently working at RitzCarlton as a Sous Chef,
• Ms. Mariyam Shaazy, the Manager at Chef Mode’s Badhige,
• Mr. Mohamed Adil, Executive Chef at Fairmont Sirru Fenfushi, and
• Mr. Rohan Herath, Executive Chef at Adaaran Club Rannalhi.
MATATO RAMAZAN DAILY QUIZ
This Ramazan MATATO has launched a special quiz on Facebook and Instagram for its social media followers aimed at engaging a wider audience in tourism-related knowledge.
Sponsored by Kandima Maldives, the participant with the most number of correct answers to the daily quiz posted by MATATO will win a 2 nights stay for a couple at Kandima Maldives.
With different questioned expected to be posted daily, the quiz has proven to be a great source of Ramazan entertainment and also a means to share general knowledge related to the Maldives tourism industry with the general public.
Maldives is known to have always crafted special programmes for the holy month. Radio programmes such as “Roadha Kuru Kurun” and TV programmes such as “Thiyabeyfulhunge Furusathu” were notable programmes that were famous in the Maldives’ history. Inspired by these, MATATO started this interactive initiative that resonates with the industry to spread the spirit of Ramazan and share the joys of this blessed month.
Bangkok to host 47th PATA Travel Mart in August
The Pacific Asia Travel Association (PATA) has announced the organization of the 47th PATA Travel Mart (PTM), scheduled to take place at the Queen Sirikit National Convention Center (QSNCC) in Bangkok, Thailand, from August 27 to 29 2024.
PTM 2024 promises to be a dynamic event, featuring a one-day conference, a two-day B2B business travel mart, and facilitating over 10,000 business appointments between buyers and sellers from more than 40 destinations across six regions.
MATATO ACTIVITIES 2024
March
• MATATO Ramazan Daily Quiz
• Gadha Chefun, A Ramazan Special Culinary Show with Baiskoafu
• Leading The Way: Women In Action, Women’s Day Initiative By MATATO with Baiskoafu
• Minister Faisal met with Pacific Asia Travel Association (PATA) CEO Noor Ahmad Hamid with MATATO
• MATATO launches the Media Kit for Maldives Finder 2024 at ITB Berlin
February
• MATATO meets Mayor Adam Azim, Male' City Council
• MATATO spoke at Maldives Bureau of Statistics launch event for Tourism Statistics Survey 2024
• Ministry of Tourism launched the Eco-tourism Framework and Roadmap with our association participation.
• MATATO's call to action: Addressing dollar shortages
• MATATO marked Global Tourism Resilience Day with sharing insights from industry experts
• MATATO Aviation Committee met with CEO / Managing Director Ibrahim Shareef Mohamed from Maldives Airports Company Ltd
• MATATO Aviation Committee held a productive meeting with Mr. Ibrahim Iyas, the Managing Director of Island Aviation Services/Maldivian
• MATATO participated in the Stakeholder Workshop organized by the Ministry of Tourism proposed Eco-Tourism Framework
• MATATO participated in the Fifth Meeting of the Joint Meeting Mechanism for Chinese Tourist Safety in the Maldives, organized by the Embassy of the People’s Republic of China
January
• MATATO and MMPRC held a meeting to delve into potential collaborative opportunities aimed at bolstering partnership in marketing the Maldives
• MATATO engages in a dialogue with Minister of Tourism Ibrahim Faisal to address the challenges encountered by local travel agents
• Aminath Suzan appointed as MATATO’s CEO, championing women’s empowerment in Maldives tourism
• MMPRC amended membership policy to prioritize local TO's & TA's and locally registered stakeholders as lobbied by MATATO
• MATATO launches Hotel Cancellation and Impact Survey
• Maldives Association of Travel Agents and Tour Operators (MATATO) advocates for positive relations with India
MATATO ACTIVITIES 2023
December
• MATATO hosts Destination Workshop for stakeholders
• MATATO Aviation Committee meets Minister of Transport and Civil Aviation
November
• MATATO establishes Aviation Committee
• MATATO Board meets Advisor to the President on Tourism Development
• MATATO board meets with IMF Team in the Maldives about tax reforms
October
• MATATO joined PATA Travel Market 2023 – New Delhi, India
• MATATO Holds Local Travel Agents Discussion Forum
• MATATO Takes Part in Panel Discussion at GM Forum 2023
• MATATO Engages with Local TV Stations to Address Challenges
September
• MATATO Boards meets 2023 Presidential candidates
• MATATO Releases Report on Tourism and Finance
July
• MATATO joins in welcoming the One Millionth Tourist to Maldives
• Launches Maldives Travel Awards 2023 nominations.
June
• Association begins Survey data collection on Maldives Tourism and Finance Sector
• MATATO joined PATA Destination Experience Forum – Kuching, Malaysia
• MMPRC MD Mr Thoyyib Mohamed was a Speaker at PATA Destination Experience Forum –Kuching, Malaysia
• MATATO VP Mohamed Shaaz Waleed on Raajje_TV – ‘5 Kaafu Program’ discussing updates on Maldives Tourism
• MATATO promoted Himalayan Travel Mart 2023 Nepal
May
• MATATO joined PATA Annual Summit & Adventure Mart 2023 – Pokhara, Nepal
• Maldives Minister of Tourism Dr Abdulla Mausoom Speaker at PATA Annual Summit & Adventure Mart 2023 – Pokhara, Nepal
• MATATO participated Visit Maldives Storytellers' Conference 2023 held at Crossroads Maldives
• MATATO partners with Korean Tourism Organisation for roadshow in Male’
April
• MATATO Ifthar 2023 (Sponsored by Resort Life)
• Opened Request for Proposal (RFP) - Maldives Travel Awards 2023 and Maldives Travel Conference 2023
• MATATO and Visit Maldives participate in Travel Agents Forum 2023 in Las Vegas in April 2023
March
• MATATO holds Board meeting
February
• MATATO forms sub committees for Aviation and Foreign Relations
• MATATO appoints a new Secretary General – Abdulla Suood
January
• MATATO holds first Board meeting for year
• Association lobbies against the increase in TGST increase
Why matato
In the last 18 years of MATATOs existence, the association is known for following:
EXPERIENCE
Eighteen Years of continued support and service to the industry. (Established in 2006, MATATO continues to contribute as strong partner to the growth of the industry)
RECOGNITION AND ACKNOWLEDGEMENT
MATATO is a household name in the travel industry of Maldives, recognized at National and International Level. Members of MATATO benefit from representation by an organization acknowledged by the stake holders. MATATO’s opinion and consultation is sought after from all areas including the business sector and in the highest level of the government.
ADVOCACY AND LOBBYING
Lobbying with Government, MATATO has always liaised closely with government institutes, have held meetings with cabinet ministers on multiple occasions addressing the concerns of our members and collectively, of the industry. MATATO continues to enjoy and benefit from this strong collaboration with the government.
EXHIBITIONS, FAIRS AND DESTINATION MARKETING
MATATO has organized destination stands and roadshows, in India, Finland, Russia, Ukraine, Saudi Arabia, China, Malaysia, Macau, Indonesia, UK, and many other countries.
AFFILIATIONS AND PARTNERSHIPS INTERNATIONAL
Pacific Asia Travel Association PATA – MATATO has signed an MOU with PATA for joint collaborations and projects. MATATO is also the local chapter for PATA in Maldives.
TRAININGS AND WORKSHOPS
MATATO has been organizing various trainings and workshops for our members and industry PUBLICATIONS
MATATO has been publishing an annual magazine, Maldives Finder for the last six years.
EVENTS AND REGOGNITION
MATATO has been organizing the Maldives Travel Awards annually for the last several years. The association also hosts the Maldives Travel Conference annually.
