Tag: resorts

Olympic rower to cross equator between atolls in world first

British Olympic rower Guin Batten says that while she loves visiting the Maldives, “like most people I get a little bored with just lying around on a beach.”

So during her next trip, on 29 March, the 42 year-old silver medallist intends to row 60 kilometres across the ‘zero degree’ channel that bisects the equator between Foammulah and Huvadhoo Atoll.

In the first ever attempt at the crossing in a rowboat, Batten expects to spend seven hours battling the swells, tides and currents of the Indian Ocean, in coastal rowing vessel just 78 centimetres wide and weighing 35 kilograms.

“The boat has an open stern and is designed so waves can break over it,” Batten explains. “The attempt will involve a lot of technical skill, and I have to make sure I don’t catch the waves with the oars. Ocean waves are long and slow, but there’s very little information available on the currents and conditions – I don’t think it’s going to be straightforward.”

Batten has been preparing by studying surf reports in the area, and expects the Somali current to be a formidable adversary (“that’s what gives the surfers their southwest swell”).

As far as madcap record-setting rowing enterprises go, Batten is well qualified. She holds the current world record – male or female – for rowing solo across the English Channel in an Olympic hull, in a time of three hours and 14 minutes.

But that was only 30 kilometres – half the distance she will face next week.

“As an athlete I’m designed to race two kilometres in seven minutes, not 60 kilometres in seven hours. It will be very different in style,” she predicts.

“Last weekend I rowed for five hours, and it was tough. Your hands get very sore from the blisters, and you go through the highs and lows.”

One of Batten’s major concerns during the equator crossing will be regulating her body temperature: “I’m coming straight from a freezing British winter to the lovely tropical Maldives where it’s 30 degrees,” she says, predicting it was very likely she would develop some level of heat exposure during the attempt.

“The critical thing is to make sure you drink enough and have enough energy on board. I’ll have to drink two litres of water an hour, and I’ll probably sweat more than that.”

Beyond her record-setting attempt, Batten says she hopes to inspire Maldivians to take up rowing again after it lapsed from the culture.

“I thought it was interesting that rowing used to be very popular here in the 80s – there were even competitions but they all died away.

“It’s a great tradition for a country like the Maldives to have – there’s a lack of space for sports [on land], but there’s so much beach and sea. We’re exploring how to bring over four-man rowing boats and start up a rowing club. My ambition is to see it take off again, and come back in 5-6 years and see islands having boat races with each other.”

Batten’s trip to the Maldives next week might be a little less sedentary than that of most visitors, but she says it won’t be entirely beach-free: “I’ll just be getting a bit of exercise first.”

Batten’s world-first attempt at the zero degree crossing is supported by UK-based NGO Friends of Maldives, with assistance from British Airways, Coco Palm Resorts (Maldives) and Crew Room.

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Government spending on tourism marketing comes under scrutiny

A tour operator has claimed that the government should not spend so much money marketing multi-million dollar resorts, particularly since it receives such limited revenue from the industry in return.

Ahmed Firaq, chairman of tour operator Inner Maldives, said the government should not be so much money on tourism advertisement marketing resorts as many had their own marketing campaigns.

Firaq told newspaper Miadhu that the “amount of money being spent on tourism advertising is the same money which could go into the development of social services”.

Government tourism advertising

State Minister of Tourism Thoyyib Mohamed Waheed said the government’s budget for tourism, including marketing, is planned each year in advance.

“The money [for marketing] comes from both stakeholders and the government,” Waheed said, mentioning that the industry adds to the budget if it is asked by the government.

“If there is not enough funding, we approach the industry,” he said.

Waheed said the “industry is quite cooperative” but added the government “does needs more help and support from it.”

Secretary General for the Maldives Association of Travel Agents and Tour Operators (MATATO) Mohamed Maleeh Jamal said after the 2004 Tsunami the marketing budget “drastically increased” to about US$9 million per year.

This number remained unchanged until the 2008 economic depression, when the budget decreased to its current amount of US$2.5 million, used mainly for destination marketing.

Sim Mohamed from Maldives Association of Tourism Industry (MATI) said the government has “very little money to play around with. When this government took over, [the country] was broke.”

Sim said marketing was essential in times of crisis, particularly following events such as the 2004 tsunami or the financial depression, as “you need to let people know you are still here.”

Jamal noted that MATATO’s main concern “is the total number of rooms is increasing and the [marketing] budget is down. If it is reduced further, in the long run we will be disadvantaged.”

Jamal estimated this year’s spend on tourism marketing across the Maldives to be around US$30 million. The industry, he said, was providing around US$20 million for specific product marketing.

He said in a time when the tourism industry is being “expanded north to south” the government should at least maintain the previous budget, if not increase it.

With the new tourism taxation bill being considered in parliament, (a bill that will phase out the ‘bed tax’ which currently stands at US$8 per night) the government will be getting an additional six percent in revenue from the tourism industry, “but they are still reducing the marketing budget,” Jamal claimed.

Marketing the Maldives as a tourist destination

Sim agreed that “the government should get out of [marketing] all together” and “business should be left to businesses.”

But he expressed his appreciation for the government’s efforts to help the industry, saying “we like what the government is trying to do.”

Sim believes “the government should regulate and set national and industry standards” and not focus so much on advertising.

“It is tour operators who sell the Maldives,” Sim said, and “they are doing a good job at it. We should keep them happy.”

He added that “the tourism industry is not about resorts alone, but also employment, transport and aviation.”

He also questioned on whether the government should be spending any money on marketing the Maldives as a tourist destination, saying “it sells itself.”

And although there are other similar products on the market, Sim says the Maldives offers “unique features” and not a lot of money is needed to market it as a travel destination.

However Jamal said competition in the region is a major concern. He noted that the Sri Lankan government has allocated US$50 million to tourism marketing this year, a significant amount compared to how much the Maldivian government is spending.

“We need to maintain occupancy,” Jamal said, adding that the Pacific islands, the Middle East and African countries like Mozambique were quickly becoming major competitors.

One of the main marketing strategies for the Maldives, according to Jamal, is “destination branding”. This brings another major concern for MATATO to the surface.

Jamal said tour operators “now say the Maldives is sinking”, and asked why travel agencies would send their customers to a “sinking” destination.

Other traditional marketing strategies for the Maldives have been road shows and travel fairs. Jamal says road shows in China, Eastern Europe and the Middle East have been cancelled for this year, and that the Maldives is attending eight fewer travel fairs than it did last year.

“We don’t see much [advertising] in magazines,” Jamal said, adding that existing advertising contracts with television channels BBC, National Geographic and CNN will expire this June “and there is not enough budget to renew them.”

“The success of the tourism industry in the Maldives depends on whether or not we maintain advertising,” he said.

On his return from Copenhagen President Mohamed Nasheed said the Maldives’ growing significance on the world stage as an icon of climate change – and the associated free publicity – was worth far more than the government could ever spend on paid advertising.

Tourism Revenue

One of Firaq’s complaints was that the government should be spending this money on development for social services and not on tourism advertising.

When asked about Firaq’s statement that the revenue from the tourism industry should be spent on developing social services and not on marketing, Waheed noted that the money “doesn’t come straight to the ministry, but it goes to the Treasury.”

The Treasury then decides how the money is allocated; some of it goes to social services and some goes back to the tourism industry.

Press Secretary for the President’s Office Mohamed Zuhair said “there is no direct relationship between tourism revenue and social service development.”

He added that the expenses of tourism marketing are jointly assumed by MATI, the Tourism Ministry and the Tourism Board.

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Future of Maldives tourism: exclusive or mid-market?

The Maldives is known for its high end world class resorts. Popular among the rich and famous, it seems the right amount of money can buy you some tropical privacy in the modern hectic world.

This privacy and seclusion of many Maldivian resorts is what makes them unique. This is what differentiates the Maldives from its competitors, and over the last few years many new exclusive resorts have sprung up.

These high end resorts, and the tourism sector as a whole, are an important part of the Maldivian economy: in 2008, the sector contributed 27.2% of the Maldivian GDP.

However several recent surveys suggest a vast majority of people are finding the price of a Maldivian getaway too expensive. Discussions on well-known travel forums such as Tripadvisor.com show that many guests and potential tourists are off put by the high prices.

Feelings on the issue are mixed. Many visitors, especially families, look for a cheaper option, while honeymooners are more willing to pay the extra dollars for a once-in-a-lifetime opportunity.

There is demand from the high end markets for exclusive resorts. Ahmed Solih, permanent secretary for the tourism ministry noted that “expensive is a term dictated by demand & supply”.

Yet according to Solih, the development of a mid-market tourism sector in the Maldives  catering to the huge global middle class has always been on the government’s agenda.

“We lease the land to the developer, but it’s the private sector that makes the decision on who they will cater for,” said Solih.

The many tour operators and resort developers opt to cater for the high end market due to the proven profitable returns.

Solih continued: “In the Maldives, each resort has its own power and water generation, each resort is self sufficient, and for every head staying, there are two staff and they also live on site. This makes resorts a very expensive operation to maintain,” he said.

However the recent regulations allowing guest houses on inhabited islands and the introduction of a national transportation system (the Maldivian Dhoni Services, or MDS) has the potential to open the country to the mid-market tourist sector.

Former Minister of Tourism Abdulla Mausoom said ” it is vital to maintain the exclusive image that we have created for the Maldives, but with careful management, a venture into the mid-market sector is important.”

Both Solih and Mausoom said that it was not just a matter of accommodation, and that the infrastructure had to be in place for this new market.

Currently, guests are whisked off to their destinations on expensive seaplanes or fast boats to their destinations. If the mid-market sector is to gain a foothold in the country, a proper transportation system needs to be in place.

Another potential market for the Maldives is the Indian and Chinese middle class. India currently has the largest middle class in the world consisting of nearly 300 million people, contributing US$380 billion to the consumer market.

With such a large market at such a close proximity, it is surprising that only 2.4 per cent of the country’s tourists arrive from India.

Speaking on this issue, Solih noted that ” it is true that the Indian market has huge potential. According to World Trade Organisation (WTO), one in five tourists are now Indian. The reason that Indians do not come here is because our current packages are not desirable for them.

“Most Indians would come for a couple of days, at the most, and they look for duty free shopping complexes,” Solih claimed.

Indians like many Maldivians, love to go shopping when they are overseas. If we are to cater for these new emerging markets, we must plan on what it is they are looking for.

“The success of the tourism industry in the Maldives has been due to carefully planned expansion,” Mausoom.

The current system is well established, and has reaped benefits for the Maldives. It is now up to the developers and tour operators to decide whether they are willing to cater for the new markets that are out there.

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