Maldives participates in ITB Berlin fair

A total of 194 representatives from 75 tourism companies represented the Maldives this year at the InternationaleTourismus-Börse (ITB) travel trade show in Berlin.

The Maldives delegation was led by the Managing Director of Maldives Marketing and Public Relations Corporation (MMPRC) Mr. Abdulla Ziyath.

The MMPRC designed a new stand for the Maldives this year. The new design concept of the stand would allow for better business to business meetings in a modern setting with attractive imagery of the country.

“The stand has an interactive area for display of handicraft activity and cultural performances, and a more serene spa area to highlight on the relaxation and rejuvenation segment,” a statement by the MMPRC read.

“Furthermore, Maldivian gastronomy will be an added highlight at the stand through Maldivian made short eats.”

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SEZ bill designed to incentivise investment, says Economic Development Minister

The special economic zone (SEZ) bill submitted to parliament last week is designed to incentivise foreign investment with special privileges and tax exemptions, Economic Development Minister Mohamed Saeed has said.

Speaking at a press conference this morning, Saeed said the current administration’s objective was introducing new industries in order to overcome the dependence on the tourism industry, which was vulnerable to external shocks and global events.

The Maldives had to “outperform competitors” by offering incentives so that investors would choose the country over business hubs such as Dubai, Oman, Qatar, Singapore or Hong Kong, Saeed said.

According to the draft SEZ legislation (Dhivehi), investors would be exempted from paying either import duties for capital goods brought in for the development, supervision, and operation of the zone or business profit and withholding taxes.

Moreover, investors in the SEZ will be exempted from paying goods and services tax for a 10-year period.

Additionally, a board of investment – chaired by a minister – established by the law would have the authority to lease land to foreign companies for 66 years while local companies would be able to purchase land.

Saeed said he expects the SEZ bill to become the first piece of legislation to be passed by the 18th People’s Majlis, which began its five-year term last month.

Mega-projects

The Maldives became the number one destination worldwide for “lifestyle holidays” because resorts were developed in the early 1970s as “a kind of special economic zone,” Saeed contended.

While the tourism industry was the main source of foreign currency at the moment, Saeed said the government did not believe that other industries were “alien” or unsuited to the Maldives.

Saeed suggested that the turnover from new industries set up in the SEZs could be two or three times higher than tourism.

“That is because all the large developing economies of the world are near the Maldives. For example, China and India,” he said.

Referring to the government’s ‘iHavan’ transshipment port mega-project, Saeed noted that the Maldives is strategically located astride major sea lanes in the Indian Ocean, through which cargo ships carry US$79 trillion worth of goods from East to West and vice versa annually.

Nine ships an hour travel through these channels, he added.

“Lagoons with the natural depth needed to service those ships is found in this region only in the Maldives,” he said.

While other countries would have to dredge to build ports, Saeed said the Maldives has “wave-free natural ports” that could provide services such as offshore docking facilities throughout the year.

“If turnover from tourism is US$2.5 or US$3 billion [annually], when a shipping industry with offshore docking, bunkering and bulk-breaking facilities is set up in the Maldives – one of the world’s most spacious ports – then consider the benefits. For example, consider the turnover, the GST [goods and services tax] of the turnover, [and other] taxes,” he explained.

The iHavan or Ihavandhippolhu Integrated Development Project involves a transshipment port facility, airport development, a cruise hub, yacht marina, bunkering services, a dock yard, real estate, and conventional tourism developments.

“Freeholds”

The SEZ legislation envisions nine economic zones across the country, including an industrial estate zone, export processing zone, free trade zone, enterprise zone, free port zone, single factory export processing zone, offshore banking unit zone, offshore financial services centre zone, and a high technology park zone.

President Yameen had declared in April that the SEZ bill would become “a landmark law” that would strengthen the country’s foreign investment regime.

“What we would like to confirm for the foreign investors who come to the Maldives is that foreign investors should feel that Maldives is your second home here,” Yameen said at a function in Hulhumalé.

The SEZs would be “likened to cities in Dubai or the Emirates” and “the [business] environment we have in Singapore.”

The new law would enable investors to have “freeholds” in the country and allow investors “to engage in really, really long gestative projects,” Yameen said.

“We are embarking on an era of growth,” he said.

Moreover, addressing participants of the Maldives Investor Forum in April, Yameen had said his administration was “cognisant of the needs of our investors and the requirements to strengthen and redefine the legal and regulatory environment governing foreign investments.”

“To address investment climate and to facilitate mega investments with attractive incentive packages, a Special Economic Zone Bill will be tabled in the parliament soon. Additionally, the Foreign Investment Act and Companies Act are being revised to cater the ever increasing needs of the modern foreign investors,” he said.

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Female participants in Maldives tourism training declining: Four Seasons Hotels

The Four Seasons Hotels group has encouraged the government to promote technical and vocational training “much more aggressively”, while also expressing concern at declining female participation over the last decade in its apprenticeship program.

Four Seasons has graduated 288 apprenticeship students in the Maldives over the last 12 years, with 47 youths completing the latest program in 2013. However, only one female graduated from the scheme today during a special ceremony held in the capital Male’, while two women are enrolled in the 2014 program.

Four Seasons Resorts Maldives Regional Vice President and General Manager Armando Kraenzlin explained to Minivan News today (April 13) that the number of female apprenticeship program participants has been declining over the last 10 years.

“We never had many participants – 5 to 7 per batch – but it used to be easier [to recruit women] about ten years ago. Unfortunately, numbers have dropped,” he said.

Kraenzlin said he believed the declining number of women in the training program could be the result of more jobs being available outside of the tourism sector, or parents hesitating to let their daughters work at resorts.

“We are talking to government ministries and the press to promote idea of ladies working,” he added.

Also present at today’s ceremony, Education Minister Dr Asim Ahmed told Minivan News that he believed female participation in the tourism sector and Four Seasons apprenticeship program was increasing.

“Last year’s program had one woman, whereas two are enrolled in the 2014 batch. This is gradual improvement, although much less than we would like,” he said.

The small, insular Maldivian island environment instills very close family ties, which makes it difficult for parents to allow their children to leave and “stay long periods in a hotel”, according to Ahmed.

“The culture here is for children to grow up and grow old in same house,” he claimed.

“In the Maldives, you go to work [at a resort] and live there. It’s a very difficult thing to get your head around.”

Ahmed explained the nationwide need for women and parents to be more aware about the conditions of female employees working at resorts, particularly in terms of accommodation arrangements.

“It is important parents buy into this and believe resort work is beneficial and reliable [for their daughters].  The other challenge is we have to provide child care and other facilities that will release the women to go and work,” he added.

Tourism Minister Ahmed Adheeb told Minivan News that he believed women were not participating in the industry because families were adhering to the “past culture” of keeping children at home, in addition to being concerned about where their children would be living.

“Females are leaders in the houses. The men go out to work,” said Adheeb.

“Kids grow up and take care of their parents. In many cases, when boys get married they go to the girl’s house to live, because parents like to keep their daughters with them.

“This is why especially parents don’t want their daughters to go and work,” Adheeb added.

“Radical change”

Earlier this year, Maldivian Democratic Party (MDP) MP and Spokesperson Hamid Abdul Ghafoor told Minivan News that he believed a “radical change to the tourism approach” was needed in the country.

“Resorts must have close-by islands with flats so employees can go home to their families [after completing their shifts],” Hamid said.

Additionally, he believed the response rate for tourism training programs was decreasing in the country because Maldivian parents were discouraging children from participating due to “religious xenophobia”.

Hamid also accused the religious conservative Adhaalath Party (AP) of propagating the view that “anyone who is not a Muslim is an enemy”.

“I’ll probably be the next Dr Afrasheem Ali for saying this, but maintaining this hate of the ‘other’ is very dangerous and not discussed openly. This confusion has to be sorted. It’s a race against time and ideas,” he stated.

Adhaalath Party President Sheikh Imran Adbulla was not responding to calls at time of press.

Public vs private programs

During the graduation ceremony for this year’s apprentice trainees held at Mandhu College in Male’ today, Kraenzlin praised the skills of the latest batch of participants, emphasizing that “the Maldivian work ethic is among the highest I’ve observed in my career”.

“It is very exciting to see what a well spent year can do in the life of a young person,” he added.

“Training young people requires commitment and resources. Resorts taking in the minimum number of apprentices a year and certifying them successfully should be supported, recognized and incentivised,” Kraenzlin said.

“We encourage govt to promote Technical and Vocational Education Training (TVET) performance objectives much more aggressively. It’s a great system.  In this way hundreds of vocational training positions can be created. We think it’s not that difficult.”

Tourism Minister Adheeb and Education Minister Ahmed also both praised the apprenticeship program for its development of young people in the Maldives.

“This corporate social responsibility effort takes a big burden from the government to the private sector,” stated Adheeb, during his commencement speech.

“All other resorts and general managers should follow the example of Armando [Kraenzlin] and the Four Seasons,” he added.

Minister Ahmed echoed these sentiments stating, “this is an important program for the rest of the tourism industry to emulate”.

Additionally, both ministers mentioned the STEP program, a training and education initiative launched this January for ‘O’ level graduates as part of a collaborative endeavor between the Education Ministry, Tourism Ministry, and Ministry of Human Resources Youth and Sport.  Some 15 partner resorts are also included in the scheme, according to the Education Ministry.

The year long Four Seasons Apprenticeship program was recognized as the Maldives’ first government accredited TVET certified apprenticeship scheme in 2010. Graduates are able to earn TVET, PADI divemaster, or Ministry of Transportation boat driving license certifications, the hospitality company claimed.

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MATI continues civil court case to determine legality of spa ban

Maldives Association of Tourism Industry (MATI) has revealed it will continue its case at the Civil Court questioning the government’s right to close resort spas, while the government yesterday lifted the nationwide ban on spas and massage parlors.

The controversial circular issued by the Tourism Ministry on 29 December 2011 ordering that spas be shut down was cancelled by a civil court injunction last night – a few hours after President Mohamed Nasheed ordered that the spas be re-opened to prevent further damage to the economy.

The government had earlier asked the Supreme Court to provide clarity on the legality of operating spas and the sale of alcohol and pork, as the constitution requires Maldives to comply with the tenets of Islam.

Speaking to Minivan News, MATI Secretary General Sim Ibrahim Mohamed pointed out that the court’s ruling was temporary, and that the spas would only remain open while cases in the Supreme and Civil courts on the matter await verdicts.

MATI claims that an agreement between the resorts and the government was violated.

“Spa facilities are approved by the Ministry of Tourism, and promoted by MMPRC (Maldives Marketing and PR Corporation). We are trying to find out if the government had the authority to close the spas in the first place,” he explained.

He insisted that the government’s decision had incurred “irrevocable damage” to the tourism industry and had become a “legal issue to which we are trying to find legal clarity.”

However, in the event that the court rules against the government’s actions, Sim was unsure if the government would be required to compensate for losses to the industry.

MATI’s lawyer and Former Attorney General Azima Shukoor observed that the resorts would be able to sue the government for damages, if the case is ruled in favor of MATI.

Meanwhile, the Ministry of Foreign Affairs has released a statement today quoting Foreign Minister Ahmed Naseem, who claimed that the Government’s decision to re-open the spas operating in the country reflects the emerging national consensus that the Maldives should continue to follow the moderate and tolerant religious path it has pursued ever since Islam was introduced 800 years ago.

”Naseem expressed hope for a positive ruling from the Supreme Court on the matter,” the statement read. ”The Supreme Court ruling, once and for all, would settle the question of whether the Maldives wants to remain a modern, tolerant Muslim country founded upon democratic values and human rights, or would chose to become otherwise.”

According to the statement Naseem reassured investors with business interests in the Maldives and foreign tourists visiting the country that the government would remain steadfast in ensuring economic security and stability while upholding the fundamental values of democracy.

The Foreign Ministry added due to the judiciary’s delayed verdict, and given that public support for the moderate, tolerant Islam traditionally practiced in the Maldives had risen over the extremist rhetoric, the government had decided to remove the temporary spa ban.

”Naseem stressed that the government’s decision [to reopen spas] was backed by a clear majority of Maldivians who wished to continue to follow the path of moderation,” the Foreign Ministry stated.

As the government and public awaits a ruling from the top court, President Mohamed Nasheed said yesterday that the ultimatum on spa operations “woke the nation from its slumber and sparked a healthy debate about the future direction of the country”.

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Resettling GITMO detainees will tarnish tourism industry: MATATO

The Maldives Association of Travel Agents and Tour Operators (MATATO) has warned the government that its plans to resettle Guantánamo Bay prisoners in the Maldives, and the recent Afghan peace talks that took place in the country, could “tarnish the prestigious name” Maldives has made for itself as a tourism destination.

“The association notes that the international media has been writing on the matter of bringing in the prisoners, who have been allegedly linked to severe inhumane crimes,” the association noted, adding that the BBC had described the government’s plan as “transforming a tourists’ paradise to a paradise for terrorists.”

Their concern was that tourist arrivals would decline due to the international perception of the country, creating a devastating domino effect in the country’s tourism industry.

Furthermore, they said “bringing Guantánamo Bay prisoners will badly affect the tourism industry and so this association calls on the government not to do anything that would pave the way for such a thing.”

MATATO board members have been planning a meeting on the issue this week, but it has been postponed twice due to several members being out of the country.

Secretary General of MATATO, Mohamed Maleeh Jamal, said they did not have quorum to hold the meeting yesterday, but are trying to gather enough members to hold it as soon as possible.

He told Minivan News yesterday “we are meeting regarding the Afghan talks, which is quite a sensitive issue.”

Board and council member of MATATO, Sharif Ibrahim, said whether or not the recent events will have a negative impact on the tourism industry in Maldives “is all about how you see things.”

Referring to the Afghan peace talks, he said the international community “might see us as a loving, peaceful country. Somebody had to step in and help. Some people will see this as a good thing.”

As to the resettlement of Guantánamo Bay prisoners, he said “it may have a negative effect,” but added everyone must keep a “broad mind” before jumping to conclusions.

“I haven’t seen any bad reactions yet,” he said, “I don’t think it will have a bad impact. We’ll have to wait and see.”

Although MATATO have voiced their concern, other associations are not so worried about the Maldives’ reputation, or its effect on the tourism industry.

Maldives Resort Workers posted an article on their blog titled ‘Gitmo resettlement will NOT damage Maldives’ reputation’.

In the article, they repeatedly argued that MATATO’s concerns of the resettlement of Guantánamo Bay detainees and the recent Afghan peace talks are exaggerated views, and are sure that neither issue will have a negative effect on the industry.

They gave several reasons back up their argument, saying that resorts in the Maldives are usually visited by “high spenders” who “generally have their heads with them. So they could not possibly be unaware of world politics or ramifications of it.”

They also argue that Guantánamo Bay detainee centre is “not a terrorist camp or training ground for terrorists,” and they support US President Obama’s bid to close it down. They also added that, “this time, the president [Mohamed Nasheed] is correct. Absolutely correct to ZERO decimals without error.”

The article further reads the opposition parties in the country are “taking advantage of the ignorance of the masses to gather support,” and they have applauded President Nasheed for refusing to answer journalists’ questions at a press conference last week.

“In this case,” it continued, “the opposition is using media to the hilt to discredit a rather commendable move by the president.”

They add that MATATO members are “just individuals who make a life selling package holidays to unwary tourists” and they are “the most worker unfriendly people who works [sic] in the tourism industry.”

The Maldives Association for Tourism Industry (MATI) did not wish to comment on the issue, because “we don’t want to lend anything to either side of the argument.”

The government has sustained any prisoners resettled in the Maldives would be first cleared of any criminal charges, and have repeatedly assured “they are not terrorists” and the transfer is “purely humanitarian.”

Minister of Tourism, Arts and Culture, Dr Ali Sawad, did not respond to Minivan News at time of press.

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Government’s bill reduces tourism revenue “but improves investor confidence”

The government has proposed an amendment to the Tourism Act that reduces the rent resorts pay as well as extending the lease period to fifty years, a move which would significantly reduce the government’s income from the tourism industry in the short term.

The bill was proposed by MDP MP Ibrahim Mohamed Solih, who said the main aim of the bill “is to improve investor confidence and performance of the tourism sector.”

Solih said rent would be charged depending on the resort’s area and not number of beds. Resorts are now to pay US$7 for each square metre.

Resorts would also be categorised according to their size; the smallest group being from 100,000-200,000 m²; the second from 200.000-400,000 m², and the largest is above 400,000 m².

Solih said this will ease the burden on resort owners and will help resorts currently under construction around the country.

He noted that this would reduce the government’s income from the tourism sector from Rf 1900 million (US$148 million) to about Rf 1300 million (US$101 million).

Creating an investor-friendly environment

Minister of Tourism, Arts and Culture, Dr Ali Sawad, said the amendments to the Tourism Act will create more macro-economic opportunities in the Maldives.

“It is geared towards achieving three objectives: the first is transforming leases to land rent. The second is phasing out the bed tax, and the third is increasing the lease from a minimum of 35 years to a minimum of 50 years.”

Resorts currently pay a flat rate of US$8 per occupied room, per night, known as the ‘bed tax’, however the resort industry has criticised this as a disincentive to increase capacity and promote expansion, and limited potential revenues in the future.

Dr Sawad said since all the revenue streams are linked, any amendments to the bill will have a “ripple effect on the economy” and would create an environment for greater investments as investment costs are decreased.

He assured that the amendments would bring in more revenue starting from next year, but admitted the government would see “a slight drop [of revenue] during the transition. It’s all part of a larger fiscal policy.”

The amendments to the bill would ultimately “not lower revenue” from the tourism industry, as they were intended to make investment in the Maldives “more attractive.”

Former Minister of Tourism Abdulla Mausoom said “we definitely have to create a positive investment environment in the country,” because in the last year and a half, “investor confidence has been down.”

He said the outcome of both the tourism bill and the taxation bill “are not certain.”

“The Maldives is very small and our natural resources are limited,” Mausoon said. “The government has a responsibility to look after our resources.”

He said he believed “it is not in the best interest of the country” when an investor is willing to pay a better price and the government had set a lower fixed price.

“We should facilitate and investor-friendly environment without eliminating the competitiveness of the market,” he said.

Mausoon suggested the government set a minimum fixed rate and have bidders propose higher bids from there. He said most of islands desired by resorts were what he termed, “micro-islands” or those less than 10 hectares in size (less than 0.1 km²).

“The government has a responsibility to safeguard our assets,” Mausoon said, noting that if investors are willing to pay more, “they should be allowed to pay more.”

‘Sim’ Mohamed Ibrahim from the Maldives Association of Tourism Industry (MATI) said “we think this a very forward-thinking bill. Obviously there are little tweaks needed, but overall it’s a good bill that has come at the right time.”

Sim said “the government has worked closely with the tourism industry to develop this bill” and had consulted with the industry “at every stage.”

Bed tax and island lease vs. GST and land rent

Currently, the cost a resort pays the government is based on the number of beds it has. Dr Sawad said on average, the government was making anywhere from US$3,500-20,000 per bed every year, generating a total of US$47 million in revenue from the bed tax per year.

He said a “conservative estimate” of how much revenue the government’s proposed Goods and Services Tax (GST) is expected to bring in was over US$60 million a year. He noted that the tax revenue would continue to increase as the tax net widens.

Dr Sawad said the bed tax would be phased out in the next three years when the GST is in place.

He also said the leases for resorts currently brought in around US$78 million, while the land rent should collect about US$60 million a year.

“By addressing the lease rent head on, we will be able to reduce investment costs, which makes for a more attractive investment,” he said.

However Mausoom said the land rent increases the uncertainty for the tourism industry, because there is no guarantee as to how many beds will be developed on then land: “A resort owner can build as many rooms as possible.”

“This US$7 per square metre is very misleading,” he added, noting that “the government will only be getting three set rents: US$1 million [per month] for the islands in the smallest bracket. For the middle bracket it will be US$1.5 million, and US$2 million for the larger islands. It doesn’t make sense.”

He pointed out the smallest bracket—those islands smaller than 200,000 m²—“should catch at least US$1.4 million, if you multiply it by US$7 per square metre. It’s totally misleading.”

Another thing he believes is unfair is the government’s decision to wait until the GST is in place before ratifying the Tourism Act. “They can’t put a condition like that,” he said, “it’s putting an extra burden on resort owners.”

Mausoom also said he believed there were “many discrepancies” in how the MDP is trying to consolidate the different bills and acts concerning fiscal policy, and said “the government has to start singing the same song. A song that is nice to the Maldivian people, nice to the investors, and nice to the tourists.

Sim explained that the amount the government will lose in land rent (compared to the current lease and bed tax scheme) would be offset by the GST levy, “which would go hand-in-hand with this bill.”

He said adding the business profit tax, GST and land rent, the resorts will “probably pay more than they do currently alongside existing government revenues from customs duties.”

He added that the three year waiting period to phase out the bed tax “is a bit long and [we] will try to lobby for one year.”

Sim also noted that the major issue with the Maldives’ tourism industry is capacity: “The industry can only grow through an increase in capacity. The current situation is good for people who have established, successful properties, [but not for new investors].”

The new system, he said, would offer businesses “certainties” and reduce the current level of “maneuvering” occurring within the industry.

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Economic recovery dependent on tourism: Adhil Saleem

Minister of State for Economic Development Adhil Saleem told Miadhu that economic recovery can only be confirmed when there is a clear progress in the tourism sector and tourist arrivals.

Saleem said the government is addressing the budget deficit by raising additional funds, mainly increased revenue from the tourism sector.

He added that the tourism sector has improved but not the government’s expectations.

“Economy will only progress when there is increased spending,” Saleem said, adding that the construction of new resorts is crucial to the recovery of the tourism industry.

Saleem also mentioned the importance of improving the fishing industry. “We cannot solely depend on tourism,” he said, adding that the fisheries industry is in “bad shape.”

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President attends ‘Maldivian Night’ tourism event in Berlin

As part of his on-going European tour, President Mohamed Nasheed participated in Maldivian Night, a tourism event organised by the Maldives Tourism Promotion Board (MTPB) on Wednesday in Berlin.

The function was attended by major tour operators and the media. President Nasheed discussed the Maldivian tourism industry, saying that after a downturn in previous months, tourist arrivals were now picking up.

He said the private sector had done a lot of hard work to make the industry strong and resilient. He added that government wants to stay out of the tourism business and act as a regulator to facilitate its growth.

The president also launched a new tourism advertisement, made in association with the National Geographic Channel, which focuses on environmental preservation.

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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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