At the Annual General Meeting of the MMPRC, the Maldives Markerting and Public Corporation which took place on 15th July 2025, the Chairperson of Visit Maldives Corporation Abdulla Ghiyas announced a significant and structural turnaround for the organisation and was reported a strong growth amid strategic reforms.
The Chairperson said that just a year ago, the corporation was in deficit and hindered by inefficient systems but now under his leadership, Visit Maldives Corporation is demostrating that strategic reforms, fiscal discipline, and a unified industry vision can elevate Maldives tourism to new global heights, occupying a place of relevance in the international landscape.
Visit Maldives Chairperson outlined key achievement in the organisation's transformation, including a reduction of recurrent expenditure by over 10% and a cut in the budget allocated from 80% to 34%, allowing more funds to be directed towards effective initiative.
In addition, a shift was highlighted in the use of public relations agencies, which had previously been limited to translation and logistic with little accountability and Visit Maldives Corporation is now adopting a result - oriented approach to public relations.
Nowadays the Chairman described Visit Maldives Corporation as a modern, data-driven board focused on delivering measurable resuts through performances – based campaigns rather than just visibility and he reported improved outcomes in key markets, with India showing growth of 4% after a previous decline of 39%.
A notable detail is also that Google search interest for the Maldives from Europe and Asia had risen by more than 1.000%, signalling a resurgence of global interest placing the country as a leading destination in the region.
Highlighting the need for increased destination marketing funding, the head of Visit Maldives corporation said that there was an analysis looking around the region, and the competitors are allocating significantly higher budgets to promote their destinations.
In contrast, the Maldives is spending the least among all the main competitors and this a reality the country must approach with caution.
Finally the Chairman added that the corporation was now run by and for the industry, aiming to build a tourism story that Maldivians could be proud of.
Link
https://www.ttgasia.com/2025/07/21/maldives-reports-strong-growth-amid-strategic-reforms/
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