Issue 06 | MARCH 2024

MATATO
A Monthly Publication by Maldives Association of
Travel Agents and Tour Operators (MATATO)

N E W S
Leading the Way: Women in
Action
Read more on Page 8

____________________________

MATATO Launches Maldives

Finder 2024 Media Kit in Itb
Berlin
Read more on Page 9

____________________________

MATATO Urges Overhaul of

MMPRC SoE Model and Triple
Marketing Investment
Read more on Page 10

____________________________

GADHA CHEFUN, A RAMAZAN

SPECIAL CULINARY SHOW
Read more on Page 11

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MATATO News
 CONTENTS
MATATO DASHBOARD 3

Upcoming properties 5

Upcoming MMPRC Fairs 6

ECONOMIC UPDATE 7

LEADING THE WAY: WOMEN IN ACTION, WOMEN’S DAY INITIATIVE BY MATATO 8

MATATO Launches Maldives Finder 2024 Media Kit in Itb Berlin 9

MATATO Urges Overhaul of MMPRC SoE Model and Triple Marketing

Investment 10

GADHA CHEFUN, A RAMAZAN SPECIAL CULINARY SHOW 11

MATATO RAMAZAN DAILY QUIZ 12

Bangkok to host 47th PATA Travel Mart in August 12

MATATO ACTIVITIES 2024 13

MATATO ACTIVITIES 2023 14

MATATO NEWS
Monthly News by MATATO

Cover Photo & Photos: istockphoto/ shutterstock

CONTRIBUTIONS

MATATO MANAGEMENT TEAM

Abdulla Ghiyas Aminath Suzan
Mohamed Shaz Waleed Fathimath Shaha
Mohamed Khaleel Ibrahim Didi
Abdulla Suood Ibrahim Nizam
Mohamed Bassam Adam 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 NEWS 2024

All rights reserved. 2
MATATO News
 MATATO dashboard
2022 International Tourism Arrivals (million) - 969

2022 Maldives Tourism Arrivals - 1,675,303

Maldives Top 10 Markets 2024 (as of 6th March)

2023 Maldives Tourism Arrivals - 1,878,543

Maldives Tourist Arrivals Monthly 2024 vs 23 vs 22

Maldives Top 10 Markets 2023

Tourist Accommodation (as of 6th March 2024)

Monthly Arrivals, 2020 – 2024 (as of 6th March)

INTERNATIONAL
TOURISM TO END 2023
CLOSE TO 90% OF PRE-
PANDEMIC LEVELS -
unwto

Occupancy rate (%) January 2024 62,114 total Operational beds in

Resorts Guest Hotels Safari Maldives as at 6th March 2024
Houses Vessels
79% 64% 34% 28%
Percentage of Beds per Industry
Resorts 69%
Sources:
Hotels 3%
UNWTO
Ministry of Tourism – Maldives Guesthouses 23%
Maldives Inland Revenue Authority (MIRA) Safari Vessels 5%
Maldives Monetary Authority (MMA)

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MATATO News
 MATATO dashboard
The occupancy rate for Maldives
Government Revenues - Tourism Related (MVR)
Dec-23 Jan - Dec 2023 beds in 2024 stands at 72% based
Departure Tax 88,106,194 983,218,619 on the available capacity.
Green Tax 81,989,206 999,070,898
Tourism GST 824,481,528 8,778,254,559
Airport Development Fee 89,205,008 1,010,496,323
Tourism Land Rent 377,506,830 1,761,991,880

Total Revenue (related) 1,461,334,027 13,533,032,279

Bed capacity utilization (2024)

Govt Dollar income per tourist 467 USD

(Estimate based on 2023 USD Revenue)
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 pre-
pandemic 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.

Sources:
UNWTO
Ministry of Tourism – Maldives
Maldives Inland Revenue Authority (MIRA)
Maldives Monetary Authority (MMA)

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MATATO News
 Upcoming properties
Property Region Opening

Infinite Maldives by Cocoon Malé Atoll 2025

Ozen Privé Athiri Gili Malé Atoll 2024

Meyyafushi Lhaviyani Atoll 2024

Avalon Maldives Dhaalu Atoll 2024

Villa Haven South Ari Atoll 2024

Nammos Maldives Malé Atoll 2025

Joali Lagoon Malé Atoll 2025

JW Marriott Emboodhoo Finolhu Malé Atoll 2025

Feydhoo Finolhu Malé Atoll 2024

Capella Maldives Malé Atoll 2025

Centara Lagoon Malé Atoll 2025

Centara Grand Muthaafushi Baa Atoll 2024

Al Mahra Laamu Atoll 2025

Corinthia Maldives Malé Atoll 2025

Project Delfin Malé Atoll 2025

Soneva Secret Haa Dhaalu Atoll 2024

Mandarin Oriental Bolidhuffaru Reef Malé Atoll 2025

Rosewood Ranfaru Maldives Malé Atoll 2025

Bulgari Resort Ranfushi Raa Atoll 2025

Source: Hotelier Maldives

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MATATO News
 Upcoming MMPRC Fairs

6
MATATO News

Source: MMPRC/ Visit Maldives

 ECONOMIC UPDATE

Source: Maldives Monetary Authority (MMA)

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MATATO News
 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.

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MATATO News
 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.

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MATATO News
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 State-
Owned 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.
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MATATO News
 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 Ritz-
Carlton 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.

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MATATO News
 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.

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MATATO News
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

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MATATO News
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 14
MATATO News
 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.

© MATATO NEWS

All rights reserved 2024.

MATATO NEWS MATATO NEWS MATATO NEWS MATATO NEWS MATATO NEWS
0CTOBER 2023 November 2023 DECEMBER 2023 January 2024 February 2024

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MATATO News