We sincerely understand and acknowledge the concerns that have been raised in the recent article and the ongoing discussions regarding the Majlis report. As the national destination marketing body, we take this feedback seriously and remain committed to transparency, accountability, and continued progress.
The financial records of the Maldives Marketing and Public Relations Corporation (MMPRC) of the last four years reveal staggering losses totaling 203,891,026 MVR.
2020: -1,624,866 MVR
2021: -141,977,908 MVR
2022: -42,290,590 MVR
2023: -17,997,662 MVR
This is one of the biggest reasons leading to the debt crisis of the corporation.
It’s important to note that many of the findings in the Majlis report reflect practices and data spanning over the past six years as well. However, we want to assure the public and our stakeholders that in the past 12 months, MMPRC has taken meaningful steps to reform and strengthen its operations to ensure we are heading in the right direction.
On the financial front, we’ve reduced recurrent expenses by over 10%, and conducted a comprehensive review of our global PR partnerships — cutting back from 21 to just 6 agencies based on performance metrics. This initiative alone has resulted in savings of over 4 Million MVR.
We’ve also restructured our approach to trade shows and exhibitions, which previously consumed nearly 80% of our budget. That share now stands at 34%. For each major event, we’ve saved an average of MVR 2 million, without compromising industry participation or visibility — which continues to receive positive feedback from partners.
In terms of strategic marketing, we are currently running over 21 active global campaigns, and are also engaged in dollar-to-dollar co-investment campaigns with leading international tour operators and airlines, amounting to over 10 Million MVR. These partnerships are critical in maintaining our competitive edge, especially in today’s dynamic global travel environment.
All top ten source markets for Maldives are showing positive year-on-year growth. Notably, India, which was down by 39% last year, has now rebounded to +4% YoY growth. Russia, UK, China, and other key markets are also experiencing record-level search interest and demand — Google Trends indicates a 1000% increase in searches for the Maldives in Europe and Asia.
We must also highlight that while the destination marketing bodies of our neighboring and competing destinations receive full government subsidies, MMPRC operates under significantly different financial conditions. Given that Maldives is one of the most tourism-dependent economies in the world, it is crucial to invest meaningfully in keeping Maldives competitive, attractive, and visible globally.
Despite budget constraints, the tourism sector continues to break records. Last year, Maldives welcomed over 2 million tourists for the first time ever and generated USD 4.7 billion in tourism receipts — the highest in our history. This year, we reached the first million tourists faster than ever before, and we remain on track to achieve our 2025 targets in both arrivals and revenue.
MMPRC has actively evolved into a modern, data-driven tourism board. Over the past year, we launched the first-ever Maldives Data Forum, conducted an Industry Symposium, and held various consultative forums to align efforts with private sector partners.
The next six months are set to be transformative for the destination. We are gearing up to launch a historic global campaign in partnership with Liverpool FC, alongside various high-impact video activations and brand collaborations. We are also expanding our Global Ambassador Program, currently with four appointed ambassadors, and are exploring deeper engagement with Gen Z travel trendsetters and international production houses. We also will be expanding to appoint Local Brand Ambassadors to help us market the destination.
With the new international airport terminal opening this month, we are confident that airline partners will increase frequencies — and our joint campaigns with these carriers will further drive demand across target markets.
Finally, we look forward to sharing more details during the upcoming Annual General Meeting (AGM), including the audited financial statements for 2024, which are currently being finalized. These will reflect the financial stability, reform, and the new direction MMPRC is taking in both governance and branding.
We remain committed to serving the industry and the nation. Together, we will continue to elevate the Maldives on the global stage — as a world-class, resilient, and future-ready destination.
Comments are closed.