The iconic Kurumba Maldives played host to the inaugural Destination Future Summit on August 20, 2024, marking a significant milestone in the evolution of Maldivian tourism. This prestigious event brought together a diverse array of industry leaders, including tourism trailblazers, key stakeholders, and representatives from the Maldives Marketing and Public Relations Corporation (MMPRC).
The summit was officially inaugurated by the Minister of Tourism, Mr. Ibrahim Faisal, who expressed his gratitude to the organizers and participants for their commitment to shaping a more sustainable and innovative tourism industry. He emphasized the collective responsibility of stakeholders in ensuring the long-term success and vibrancy of the Maldives tourism sector.
Dr. Simad Saeed, Managing Director of CDE Consulting, delivered a compelling keynote speech titled “Brand Maldives, Today and Tomorrow – A Sustainability Perspective.” His address centered on the critical role of sustainability in preserving the Maldives’ prestigious brand image and ensuring its long-term competitiveness in the global tourism market. Dr. Saeed highlighted three key pillars of sustainability: environmental protection, economic viability, and human capital development. He advocated for the integration of awareness programs within schools to cultivate a deeper understanding of the tourism industry’s impact and importance among young generations. By fostering a generation of informed and engaged citizens, the Maldives can create a sustainable future for its tourism industry.
Amjad Thaufeeg, Vice Chair of Destination Future, presented insights on “The Importance of Balancing Tourism Growth and Sustainability in the Maldives.” His presentation explored the intricate relationship between tourism growth and sustainability, emphasizing the need for strategic planning and innovative solutions to ensure that the Maldives can achieve growth without compromising its environmental and social responsibilities. He emphasized the importance of finding a delicate balance between the economic benefits of tourism and the preservation of the country’s unique natural and cultural assets.
A panel discussion moderated by Amjad Thaufeeg brought together industry leaders, including Ms. Marteyne Van Well (Regional General Manager – Six Senses Maldives), Mr. Ahmed Jihad (Corporate General Manager of Cocoon), Dr. Simad Saeed (Managing Director of CDE), Ms. Ruth Franklin (Founder of Secret Paradise), and Ms. Fathimath Shaazleen (Resort Manager of Naladhu Private Island). This insightful discussion focused on practical strategies and innovative approaches to achieve a harmonious balance between tourism growth and sustainability. The panel emphasized the importance of embedding sustainable practices into all aspects of tourism development, from resort operations to marketing strategies.
Another captivating panel discussion, moderated by Rifaa Saeed, Director of Sales & Marketing at Dusit Maldives, delved into the complexities of “Reimagining Destination Marketing.” Esteemed panelists, including Mr. Suresh Dissanayake (Assistant Vice President of Heritance Aarah and Adaaran Maldives), Mr. Ali Nihad (Area Director of Sales and Marketing at IHG Maldives), Mr. Aydin Yasayacak (CEO of Loti), and Mr. Nuaas Mohanmed (Cluster Director of Sales & Marketing, COMO Hotels & Resorts), engaged in a thought-provoking exchange of ideas. The discussion highlighted the need for a unified brand message and targeted destination campaigns to strengthen the Maldives’ brand positioning in a competitive market. The importance of digital marketing, forging emotional connections with travelers, and integrating sustainability into marketing strategies were also emphasized.
The summit also featured a panel discussion led by Mr. Inad Ibrahim, Director of Sales and Marketing at Oaga Art Resort, on “Diversifying Beyond Sun, Sand and Sea (3S).” This discussion focused on exploring new avenues to attract diverse traveler segments beyond the traditional sun, sand, and sea offerings. Panelists, including Mr. Ibrahim Shiuree (CEO & MD of MMPRC), Mr. Abdulla Nabeel (a leading tourism professional in the Maldives), Dr. Sunny Umar (Founder of Halal Travel Maldives), and Mr. Mark Eletr (General Manager of Holiday Inn Kandooma), shared insights on emerging travel trends, shifting preferences of global tourists, and tailoring marketing efforts to different demographics. The discussion emphasized the importance of promoting the Maldives’ unique selling points and fostering inclusivity to attract a wider range of traveler profiles.
A highlight of the summit was a presentation by Maldives Airports Company Limited (MACL), providing a glimpse into the future of the Maldives’ aviation and infrastructure. MACL presented its visionary plan for the development of a new passenger terminal at Velana International Airport (VIA). This initiative, part of MACL’s commitment to enhancing the passenger experience, will include a new international passenger terminal, covering an area of 78,000m2, scheduled to open in 2025.
In his closing remarks, Mr. Hamza Saeed, President of Destination Future, emphasized the need to move beyond continuous experimentation and focus on implementing proven and effective strategies. He stressed the importance of consistency and adherence to established practices to ensure long-term success and stability in the Maldives tourism industry. The summit concluded with a call for collaboration and a shared commitment to shaping a brighter and more sustainable future for the Maldives tourism sector.
