The Maldives is embarking on an ambitious campaign to rejuvenate tourism in Addu, its southernmost atoll. This initiative, dubbed “Destination Addu 2024,” was formally launched at a recent symposium and aims to leverage Addu’s rich historical heritage, particularly its British-protectorate era sites, to draw in more tourists.
The Maldives’ Minister of Tourism, Ibrahim Faisal, emphasized the importance of establishing a distinct brand identity for Addu to effectively position it in the global tourism market. This involves preserving and revitalizing British-era historical sites in collaboration with the heritage ministry, appealing to history and culture enthusiasts. The campaign’s strategy particularly targets the British market, with plans to showcase Addu’s unique offerings at the upcoming UK World Travel Market (WTM) fair. The Maldives Marketing and Public Relations Corporation (MMPRC) will also play a crucial role in ensuring that the branding campaign authentically reflects Addu’s unique culture, aspirations, and tourism potential.
Minister Faisal also highlighted the critical need for establishing direct flights to Addu, a crucial step in making the region’s resorts operational and boosting overall tourism development. The lack of direct connectivity has been a significant barrier to attracting tourists, and addressing this issue is considered a top priority.
One of the key focal points of the “Destination Addu 2024” initiative is the revival of the Shangri-La Villingili Resort and Spa. This resort has been closed for some time and requires an estimated $25 million for repairs. Minister Faisal emphasized the economic significance of reopening the resort, which was a major employer in the region, providing around 500 jobs. The resort’s closure has had a substantial impact on the local economy, and its revival is seen as essential for stimulating economic activity in Addu. The government’s efforts to restore the resort include a recent agreement to cede 30% of its stake in the property, which is expected to help secure the necessary investment for its reopening.
The revival of Shangri-La Villingili Resort is anticipated to play a pivotal role in the broader strategy to revitalize tourism in Addu. The combination of new branding efforts, targeted promotional campaigns, and the reopening of key resorts like Shangri-La Villingili holds great promise for rejuvenating Addu’s tourism sector and contributing to the overall economic development of the region.
