Comment: Chaperone culture clash

They say women of any language, culture or religious background share a certain kinship. As a Westerner who has travelled in a variety of places, I have rarely been more mystified by my female peers than in the Maldives.

The Maldives is 100 percent Muslim, with a growing penchant for the burqa. A recent United Nations review of the Maldives found gender equality notably low. Many women hold or would like to hold jobs, while others opt for hijabs and house-wifery. Technically, everyone has a choice. But do they make it in reality?

Many Westerners visit the Maldives for tourism or work. Most visit resorts exclusively, but a handful make their way to Male’ or local islands. Given local cultural standards it should be no surprise to anyone that the foreign woman’s experience in the Maldives is unique. And not just dress code – behavior seems a class unto itself.

While staying on a local island recently I was regularly attended by a flock of young women aged 15-20. Their hospitality was impressive, but at times bordered on intimidating. Walking two blocks home from the beach by myself in broad daylight required a level of assurance to my hosts that was almost aggressive. Arriving somewhere alone surprised and even offended my young hostesses. While I took pictures and clapped along during festivities, walking about as I normally would anywhere, they would spend the time searching for me rather than enjoying the celebration.

Moving in public areas could be difficult as my virtual size was magnified by about three other bodies moving in sync. Several times I would turn at the sink when washing my hands to find a girl had followed me from the eating area because – well, I’m not sure. The place was only so big.

I can’t say if young Maldivian women are unfamiliar with independence, but I can say that this foreigner was befuddled by the level of dependency assumed of her person.

The feeling was neither simple nor justified. I had come to experience local culture – who was I to dictate its terms? Hospitality is meant as a compliment, so why was I so frequently frustrated by my caretakers’ intense caretaking?

My reactions came from the core, so I considered the features.

I walked to school alone at the age of 7, and was free to do anything in or out of doors from age 10 so long as it didn’t involve a trip to the hospital or police station. I accept the consequences of my own actions and deal with my own problems. And I simply aim to cause the least disturbance to those around me. This is a fairly standard upbringing for most Westerners. But its collision with the Maldivian method appears brutal on two points: independence and equality. To be so closely, at times aggressively, attended insulted my independence and aggravated a feminist side I didn’t even know I had.

From a practical standpoint, the reception also complicated rather than facilitated my interactions. As suggested by this article’s opening line, I was curious to meet and learn about local girls and women. But bound by hospitality and its assumptions of dependency, my hostesses were at times difficult to truly reach. I feared their company was based on a need to guarantee that I was never alone or asked to do anything, rather than my personal qualities. My mere presence rendered them dependent as well – if I moved to wash my hands they had to escort me. Yet as a visitor, I wanted to know their culture as it stood alone. What was daily life? What would they do without me around? What did they honestly think of me, anyway? Under the dictates of hospitality, this was nearly impossible.

Some girls willingly shared their musical preferences or accounts of village life. We had some nice chats about their schools and families. Many conversations, however, fizzled at the same point: choice.

During a bodu-beru performance a flock of young girls in hijabs urged me to dance. There were no women on the floor, so I asked someone to join me. I wanted to be sure that I wasn’t imposing, that my participation was appropriate.

“Oh no, we don’t dance, we can’t!” Why not? “We just can’t!” Too shy? “No….we have this!” The burqa. Or hijab. “You should have come two years ago, I was always dancing! But then I took up this, and you know, things changed.”

If the hijab is a fashion statement as some girls allege, then I can judge these girls in terms I would also use for Westerners whose stilettos, skinnies or furs prevent them from running, eating or holding their dribbling child, or whose nails and false eyelashes, allegedly applied to fetch a man, could also shred his scalp. Why do you build your own cage?

But if these young ladies truly accept the many meanings of wearing a hijab and the lifestyle it endorses, then – can I argue? Where is my place in the debate? I am indeed foreign.

I can, however, go dance with a girl who is not wearing religious attire, be joined by a few of younger burqa’d girls as well as the entire female population too young to start the lifestyle, and then smile afterwards when older women grab my hand saying “Shukriya!” that I, a female, danced. Apparently, they all used to, and apparently, they all enjoyed it.

I’ve asked girls why they take up the burqa or hijab. Most respond with shrugs, sideways smiles, confused looks, or explanations like, “It’s, you know, I have many friends who have so it made sense,” or “Well, I just like it but also it seems right.”

As an educated Westerner I’ve been trained not to accept “it seems right” as an answer, and my national curriculum instructed against peer pressure. But this isn’t the West, and I have to accept the local consensus. So, the conversation stops.

And with it, the connection. Our fundamental natures are opposed. I walk alone; they believe it inappropriate. I dance; they’d rather wish they could. These are only basic physical movements, but the differences are profound. Though welcomed on the island I felt alienated by my independence, and though invited into events I felt my race excused my gender and justified my in-congruency. I came to visit, not to be served – the reality frustrated my young Western curiosity.

I’ve studied Islam and its history at the college level, have several friends who practice the faith, and have lived in Muslim regions. I have always been accepted, respected, and welcomed into the fold. I have enjoyed open, free discussions with these friends on a range of topics. I think there are many beautiful aspects to the religion.

Yet in the Maldives I have not yet met a woman who can talk candidly or objectively about the Qur’an. In my country, questions and criticism lead to deeper understanding, but here this rhetoric is shunned as base opposition. Acceptance, not choice, is the cultural undercurrent. Acceptance of my hosts’ duty to the Guest, rather than an assessment of me, the Guest, as a person, governed my visit on the island as well.

Culture shock is funny concept. Though standard teachings describe a four-week rollercoaster to normalcy, experienced travelers might note that they are jarred even after a year’s stay in a foreign culture. Is it ever fair to call something right or wrong? Perhaps we can only admit our differences.

All comment pieces are the sole view of the author and do not reflect the editorial policy of Minivan News. If you would like to write an opinion piece, please send proposals to [email protected]

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Sarudhaaru Dhon Maniku: the pioneer of ‘souvenir’ art in the Maldives

Sarudhaaru Dhon Maniku, who often signs his paintings SDM, is considered the pioneer of ‘souvenir art’, or art and craft produced with the primary purpose of selling or gifting it to a tourist.

Also one of the first Maldivians to scuba dive, SDM’s imagination is infused with the colors and rich and varied life forms of the underwater world. The son of a craftsman, SDM was initiated into the trade of craft making and art at an early age. Commissioned by various friends and others, SDM initially produced various gift and craft items. Later on, he was commissioned to produce portraits or copy printed images by the Indian (Bhora) traders who were stationed in Male from the late 1800s until mid 20th century.

SDM was first noticed for his talent and skills during the 10 year period beginning from the end of the reign of Sultan Hassan Noordeen, and the formation of the first republic in 1953 with Mohamed Amin Didi as the first president.

SDM was then a teenager. He recalls President Amin Didi as a great patron of the arts and crafts, and indeed it was he who organised a nationwide arts and crafts fair in the capital for the first time in the history of the country. More generally, the short tenure of Amin Didi’s presidency is also regarded as a period of literary and cultural renaissance.

Even though SDM was noticed for his talents at an early age and in the 1940s and ‘50s, he says it was the advent of tourism in the early1970s that really helped him to carve out a profession in which he could dedicate his skills as an artist and craftsman fully to his profession. The ‘tourist market’, as it became later known, proved to be a lucrative avenue for all aspiring craftsmen, artisans and hopeful artists in the country, and given the rich traditions of craft in the Maldives, this was a welcome development for the country at large.

In the 1980’s more than 20 highly developed craft forms were documented. These ranged from coir rope-making from coconut husk, to weaving mats from a variety of dried grass and then coloring it with natural dies, to intricate and exquisite looking lacquer ware and expensive jewellery made from gold and silver.

By coincidence, the year SDM was born was also the year the French Impressionist painter Monet died. And during the course of SDM’s life, Europe experienced the trends of Modernism, DADA, Surrealism, Abstract Expressionism, Pop and Post-Modernist art.

While it may be futile to interpret SDM’s works through the prisms of these aesthetic and stylistic trends, it’s interesting to note that SDM’s works exhibit many qualities of these very trends of which he may never have known about first hand.

SDM as a young man

Perhaps more importantly, SDM admits he always strived to make something that maybe of use; admiration of aesthetical beauty being one of these uses. Additionally, he also meticulously documented the shells and fishes commonly found in the Maldivian reefs and lagoons. One of the first series of posters depicting shells and fishes of the Maldives was illustrated by SDM, which is still in print and published by Novelty Printers and Publishers Maldives.

Apart from the sheer output of his work over a period of several decades (SDM is now in his late eighties), what is most apparent in SDM’s long career are the different media he has mastered over time. This includes the pencil, water, acrylic and oil colors as well as sculpting and carving. In addition to this, he has also consistently demonstrated a knack for invention, often experimenting with different materials and techniques, and continuing even today. Senior Maldives artist Ahmed Abbas has commented on SDM; “Dhonbe is a great artist, especially his underwater scenes have something special and great about them. He has applied color to great effect. Even when we were kids, Dhonbe was a renowned artist .”

In recognition of SDM’s contribution to Maldivian culture and to celebrate his achievements in the arts, the National Art Gallery of the Maldives commissioned him in 2005 to produce a series of works for the permanent collection of the gallery. Some of these works are also now exhibited in the Maldivian Ministry of Foreign Affairs and Maldivian embassies abroad, and others are displayed at the gallery in temporary exhibitions.

The Gallery also commissioned a book documenting the life of SDM which was published in 2009 in Dhivehi, and an English translation is due to be published in 2012.

SDM lives at his home in Male and continues to produce paintings, handcrafted objects and other items such as hand painted greeting cards and says he is very content with the life he has lived. He continues to be an inspiration to younger generations of artists and is one of the most prized individuals in the country.

Mamduh Waheed is Deputy Minister for Tourism Arts and Culture. He is also a writer on Maldivian art and has written several reviews and essays for catalogs, and was curator of the National Art Gallery from 2004 to 2009.

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MMPRC releases billboard ‘mock-ups’ of new Maldives branding

The Maldives Marketing and PR Corporation (MMPRC) has released a series of mock-up billboards displaying the country’s ‘Always Natural’ branding in the context of how it would appear to potential visitors.

The new logo and slogan, designed by Thailand-based global tourism consultancy QUO Keen to replace the 11 year-old slogan ‘The sunny side of life’, was unveiled last week by the MMPRC.

In an accompanying statement, the MMPRC said it had worked “in close collaboration with Minister of Tourism Arts and Culture, Dr Mariyam Zulfa, the Maldives Association of Tourism Industry (MATI) and Maldives Association of Travel Agents (MATATO). “

“Each stakeholder provided invaluable advice, input and contribution to the new slogan and logo,” the statement read. After a “year-long consultation, research and design process, involving industry and government”, and consultation with “dozens of tourism and other industry stakeholders, as well as the general public”, the new branding was approved by Cabinet on Tuesday.

In March, the MMPRC announced a public competition, calling for submissions focusing on the “unique selling points” and the “emotional selling points” of the Maldives, “based on a fundamental truth”. Despite the many submissions and an extension of the deadline, the stakeholder committee eventually opted to tender for a professional consultancy.

The new branding, including the slogan and a fingerprint logo consisting of islands, corals, turtles, sharks and herons that transitions from blue to green, was met with mixed reviews this week with some people drawing comparisons to the logo of Washington-based environmental advocacy group, Ocean Conservancy.

Similarities with the new Maldives branding raised legal concerns

In response to the concerns, the MMPRC received legal advice from trademark lawyers Ananda Intellectual Property Limited (AIP), which noted that while there was a “very weak degree of graphic similarity between the two devices”, such graphic similarity “is in our opinion not such to create a risk confusion and there is no risk of legal objection due to such graphic similarity.”

“The size and composition of the device are very different from a trademark law point of view. The size and shape of the two devices are different. The [Maldives branding] is more detailed and in its composition. In particular the oval shape, the number of lines of fishes and the variety of fish species are very distinctive and different features and overall produces a strong graphic difference and impression between the marks. Last but not least, one device is hollow, one is not,” the legal advice read.

“We do not consider that the degree of similarity of the marks is such that the usage and protection strategy of a country brand such as [the Maldives branding] would conflict with the mark [of Ocean Conservancy].”

At the launch this week, State Minister for Tourism, Thoyyib Mohamed Waheed, explained that the new branding would broaden the Maldives’ brand away from just tourism, making it more relevant for attracting investment in industries such as energy and fisheries, as well as allowing cross-marketing opportunities on Maldivian exports such as tuna.

Download the full size billboards

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Introducing ‘Dhonisaurus’: Minivan’s new independent travel review and ratings site

Minivan News is proud to introduce our new subsidiary travel site www.Dhonisaurus.com, offering the first independent, comprehensive, reader reviews and ratings for the Maldives tourism industry.

A ‘dhoni’ is a traditional Maldivian vessel with a distinctly curved prow, while a thesaurus helps you choose exactly the right word for the occasion. Stick the words together: Dhonisaurus. The dinosaur is just a bonus.

The Maldives is world famous for its beaches and clear blue waters.

But what really makes one resort different from another? It’s surprisingly hard to tell from a glossy tourism brochure, or an article written by a well-pampered travel journalist.

Opinion sites such as TripAdvisor powerfully influence the decision of tourists to visit a destination, but these large, international travel review sites do not have the luxury of detail as they must be able to objectively measure a rented château in Paris alongside a backpacker hostel in Yemen.

Moreover, rather than staying a few nights, the average visitor to the Maldives spends US$10,000-12,000 and stays on a single island for several weeks, so we figure they could use a bit more detail before making the big decision.

We pick up where TripAdvisor leaves off, asking visitors to rate resorts for Rooms, Service, Beach, Activities, Dining, Bar Experience, House Reef, Environmental Responsibility, Value and ‘Look and Feel’. We average these scores and all submitted reviews to automatically generate an overall rating out of 100. This way the more ratings submitted the more accurate the reviews become.

The ratings on Dhonisaurus reflect readers’ opinions, not our own, and the site pays its way through banner advertising rather than being sponsored by a consortium of resorts and tour operators, or by taking a cut from bookings. We have a vested interest in giving useful, impartial information, as this makes readers come back, review their experience and help make us even more accurate and credible.

Because we take an average from 10 categories, our ratings may seem harsher than those of other Maldives review websites, but the advantage of doing things this way is that you can get an honest, overall picture of what a resort is really like behind the brochures and press junkets. It’s also the first time resorts in the Maldives have been reviewed and contrasted for qualities such as their environmental responsibility.

The in-house reviews on Dhonisaurus are written by Maldives experts, including guidebook author Adrian Neville, who has reviewed almost every resort in the country over 20 years writing about the Maldives.

Adrian and the Dhonisaurus team will also be answering questions posted by travellers in the new site’s Advice Forum, on topics as diverse as diving, expat living and marine biology.

As Dhonisaurus grows we intend to add local guest houses on inhabited islands, include useful tools and forum posts for independent travellers in the Maldives, develop a separate rating system for safari boats, and hold award ceremonies for the winners of each category.

We’re very excited about the launch of Dhonisaurus as it greatly expands Minivan News’ presence in the travel sector and the advertising opportunities we can offer, and gives us an additional revenue stream to reinvest in growing independent journalism in the Maldives.

For a limited time only we are offering discounted introductory rates on Dhonisaurus.com for businesses keen to capture a high-conversion audience right in the act of planning their trip to the Maldives.

We want Dhonisaurus to be comprehensive. If a resort is not listed or has just opened (or closed!), contact us and we will ensure it is amended. Listed resorts must be open and receiving guests.

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Maldives a tourism leader in Asia-Pacific region

The Maldives was among the most popular destinations in the Asia/Pacific (APAC) region for the month of July, with a 27 percent increase in visitors.

Hong Kong followed closely with a 22 percent increase in visitors.

“Even during times of economic uncertainty, the Asia/Pacific region continues to perform strongly, reinforcing its image and position as a powerhouse of international travel and tourism,” said Pacific Asia Travel Association (PATA) Strategic Intelligence Centre director, John Koldowski.

Asia Pacific (APAC) tourism destinations continue to see an upward trend in visitors annually. July 2011 saw a seven percent regional rise in arrivals compared to the same month in 2010.

Although Japan suffered a 36 percent drop in July arrivals, allegedly due to the earthquake and tsunami, Northeast Asia on the whole saw a six percent gain on July 2010. The Pacific, meanwhile, experienced a 3 percent drop in foreign arrivals in July 2011.

A Care Ratings Maldives report recently stated that Maldives tourism has made an impressive comeback since the 2009 global recession, and investment from China and India is expected to surpass precedents in coming years.

This year, the Maldives reached 700,000 arrivals by September. According to Tourism Ministry statistics, 19.9 percent of these arrivals were Chinese.

The increased activity within the APAC region could have a cultural impact at home. “Maldivian staff are more familiar with Western culture,” said Maldives Association of Travel Agents and Tour Operators (MATATO), Mohamed Maleeh Jamal. “Many speak Italian, French, German. So, the shift required to cater to more Asian guests and customers has lead many Maldivians working in the industry to familiarize themselves with Chinese, Japanese and Korean languages and cultural practices.”

Jamal pointed to the 2004 tsunami as the turning point for the Maldives’ tourism market.

“Before then, tourism was dominated by western European countries, and travel companies in China and the Middle East had limited access. Resorts were reaching occupancy levels regularly, and so expansion was not necessary,” said Jamal.

After the tsunami, however, interest from western Europe declined and the tourism sector was forced to work more closely with neighboring countries and their travel agencies. “The Maldives was also receiving complaints that the market wasn’t diverse enough,” said Jamal.

Jamal added that China is an important trading partner for the Maldives, and there was room to expand the business relationship.

But the Maldives has several advantages in the Chinese market. “All countries want to get tourists from China, and the Maldives has an advantage,” said Jamal. “It carries an image of paradise islands and tropical vacations, which is very appealing. In addition, the Maldives is becoming a celebrity hot spot. Given the celebrity worshiping culture that is increasingly common in China, the Maldives is very appealing.”

Jamal commented that Sri Lanka is trying hard to compete with the Maldives’ market.

Tourism is the largest contributor to Maldives’ GDP and foreign currency, accounting for 70 percent of the national GDP indirectly. Maldives Marketing and Public Relations Corporation (MMPRC) aims to draw 1 million tourists to the Maldives by the end of 2012.

PATA international visitor arrival figures suggest that improved economic stability is bolstering APAC’s tourism trend.

According to Care Ratings, Foreign Tourist Arrivals (FTA) surged this year as China’s economy flourished and European economies made a slow comeback. Chinese tourists are projected to account for 15 percent of Maldives FTA by 2020.

But PATA studies note that the source market is shifting into northern Europe and Asia.

Koldowski pointed to a 50 percent increase in Russian arrivals so far this year, and a 14 percent jump in South Asian arrivals in July with 90,000 more visitors than the same month in 2010.

Southeast Asian arrivals to the region grew by 12 percent during the same time frame.

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Tourism sails on with luxury in fragile setting

Maldives tourism has made an impressive comeback since the 2009 global recession, and investment from China and India is expected to surpass precedents in coming years, finds a report from Care Ratings Maldives.

Nonetheless, the Maldives occupies a precarious market, and government controls limit foreign investment, the ratings agency found.

In 2005 Asia surpassed America as a tourist destination, coming in second to Europe. According to Care Ratings, Foreign Tourist Arrivals (FTA) surged this year as China’s economy flourished and European economies made a slow comeback. Chinese tourists are projected to account for 15 percent of Maldives FTA by 2020.

Plans are being made to expand capacity accordingly. The Maldives tourism sector will add 77 new resorts and increase bed capacity by 47 percent over the next three years, the report finds. Additional safari vessels are also expected to be added to the industry, which already boasts a fleet 150 strong.

By the end of 2011, the report projects the direct employments in tourism will have grown from 35,000 to 38,000. Fifty percent of these are likely to be expatriate hires.

Revenues are also expected to increase by 10 percent by the end of the year, claims the report.

Tourism is the largest contributor to Maldives national GDP and foreign currency, however the sector is restricted and vulnerable. The reports lists terrorism, global economic crisis, and limited land and human resources as obstacles to growth. It also points out that environment is a major factor of success.

“The tourism industry is capital-intensive in nature due to the high cost involved in leasing the land, developing the land and constructing a self-contained tourist resort,” states the report. Maldivian resorts frequently sell the appeal of the natural environments, but the Maldivian construction industry lacks the capacity to process raw materials.

Importing processed materials drives the average resort room construction cost up to US$30,000 to US$60,000, one of several factors which makes tourism in the Maldives a high-end market.

Human capital is mentioned as a complicating factor. Resort employment could account for one-tenth of the Maldivian population, 32 percent of which is unemployed. However, only half of resort employees are Maldivian.

Coincidentally, a recent study found that social stigma limited female Maldivian employment in the resort sector to 3 percent, a number far below the demographic’s potential.

Another challenge to growth is government oversight. “The industry now is very much regulated by the government of the Maldives,” states the report. “Tourism is now developed and managed according to country-wide policy based on a master plan.”

All Maldivian islands are government-owned, and resorts can only be leased for 25 to 50 years. Construction is limited by the “One Island One Resort” policy, which allows only one resort per island, and structures are limited to 20 percent of the land available.

Over the past three decades, the ministry has introduced three tourism master plans.

Although the report recognizes the complicating effect of government restrictions on developers and investors, it states attributes these plans with significant growth.

“The growth of the industry in the last couple of decades was mainly due to the efforts taken by the government to promote the tourism industry and the progress was largely on a planned path determined by the First Tourism Master Plan (1983-1992), the Second Tourism Master Plan (1996-2005) and the Third Tourism Master Plan (2007-2011).”

The Maldivian government also created the Maldives Marketing and Public Relations Corporation (MMPRC), which promotes the Maldives as a brand in the world tourism arena.

Last week, MMPRC recognized the value of the Asian travel market by co-hosting a travel agents networking event with GMR. In a nod to the region’s booming business culture, MMPRC MD Simon Hawkins pointed out the advantages of hosting meetings at Maldives resorts.

MMPRC aims to draw 1 million tourists to the Maldives by the end of 2012.This year, the Maldives reached 700,000 arrivals by September.

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Bodu beru dancers and water cannon salute welcome first scheduled flight from Seoul

Tourists on the first Mega Maldives flight arriving in Male’ direct from Seoul in South Korea this morning were greeted by bodu beru dancers and airport staff handing out coconuts.

As the plane taxied off the runway, two of the airport’s fire engines shot water cannon in an arc over the plane. The 158 bemused passengers were greeted at the top of the stairs by CEO of Mega Maldives George Weinmann, and accompanied through immigration by pilots and flight crew.

Speaking at a press conference of local and South Korean journalists later this morning, Weinmann observed that while the flight was not the first direct flight from Seoul, it was the first such scheduled service and the first for a Maldivian carrier.

All four of the airline’s routes launched this year, he observed, were to cities not previously served by direct flights including Hong Kong, Beijing, Shanghai and now Seoul.

“We believe this will increase the total demand for the Maldivian [tourism] product, and also create new opportunities for trade such as exports to Korea,” said Weinmann, a former rocket and satellite engineer with aerospace giant Boeing.

Weinmann said the decision to fly to Korea was influenced by the discovery that South Korea was operating five flights daily to Hawaii, such was the appeal of the iconic tropical destination to the Korean market.

“The flight time to Hawaii from Seoul is nine hours, similar to the flight time to Male’, and the total price of hotels is also similar,” he noted. “This will allow for the development of a lot of new business and trade.”

A water cannon salute greets Mega's first flight from Seoul

Korean arrivals to the Maldives increased 54 percent in 2010 compared to the previous year, from 16,000 to 24,000, suggesting that the country was a rapidly growing market for the Maldives. Weinmann has previously told Minivan News that Mega’s niche is to have flights from Asia that arrive during the day, thus avoiding the need for Asian visitors to overnight in Male’ or Hulhule’ while waiting for daytime transfers.

MD of the Maldives Marketing and Public Relations Corporation (MMPRC), Simon Hawkins, acknowledged that the South Korean market had been neglected as far as tourism promotion was concerned, in favour of traditional markets such as Europe.

“We aim to remedy that, now that we have identified South Korea as an emerging market. We want to appeal not just to honeymooners, but also families and organisers of meetings, conferences and exhibitions,” he said.

Chief Commercial Officer of Ibrahim Nasir International Airport, Prasad Gopalan, meanwhile cited a report stating that South Korea was ranked third in rising numbers of millionaires, after India and China.

“We have done our research – South Korea is an emerging market for the Maldives,” he said.

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Maldives hosts networking event for Asian travel reps

The Maldives is currently hosting representatives from over 30 tour and travel companies from across Asia, as part of a ‘Discover Your Island’ campaign to increase tourism from these countries.

The representatives were flown to Male’ by Singapore Airlines, while airport developer GMR and the Maldives Marketing and PR Corporation (MMPRC) set up a networking event with local resort and tour operators at Nasandhura Palace Hotel.

Speaking at the launch of the event, MD of the MMPRC Simon Hawkins observed that tourism arrivals had grown 15 percent year on year, and Maldives was expecting to reach one million visitors a year by November 2012.

“We currently spend US$2 million to bring in one million visitors. By comparison Indonesia spends US$70 million to bring in seven million,” he said.

The Maldives had historically based its marketing strategy on the twin drawcards of sun and sand, but need to differentiate itself given increasing competition with other destinations offering the same attributes, he said.

“One island one resort means that in the Maldives you can have a three star resort within several hundred metres of a six star resort, and everyone is happy and satisfied,” he said, explaining that most other beach destinations had roads, hawkers and crowded beaches.

“In the Maldives [tour and travel] operators have a hundred islands to choose from.”

In spite of the jet-lag, representatives spent the better part of two hours exchanging business cards with local resorts and travel operators,, reviewing services and exploring new opportunities.

Several representatives expressed interest in Hawkin’s suggestions for Maldives tourism, such as an increased focus on the high quality dining offered by many resorts and safari operators, and emphaised that individualising the customer’s experience was a priority.

Marketing and communications managers at the event meanwhile said that growing interest from the Asian market was driving their plans for the future. But other resort representatives indicated that adapting to emerging markets had to be achieved without alienating existing, established markets.

“The new Asian demand is very important, but the resorts that were designed to suit European travelers are trying to find a balance,” said Reethi Rah Sales Executive, Stephen Cordebas. “We don’t want European guests, especially those who come regularly, to feel like the whole package is changing to suit a new market.”

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Q&A: French tourist Mary Kivers

Minivan News interviewed French tourist Mary Kivers, a travel agent visiting the Maldives from France. Kivers came to the Maldives interested in seeing local life, and she shared her perceptions of a country that is both a world-class vacation destination and a unique victim of climate change. Kivers was randomly chosen for the interview, and nothing was known about her or her travel plans in advance.

Eleanor Johnstone: What made you decide to come to the Maldives?

Mary Kivers: When I’m traveling I just look for the cheapest opportunity because I have a promotion as a travel agent. So I saw Male’, and I thought, “Maldives, it’s one of my dreams to go there”, especially because I am a diver, so I decided to go. But then it was pretty hard to find accommodation at a good price.

EJ: How was your trip planned?

MK: I looked on the Internet a lot, and I knew I wanted to go to a local island. I found three websites: one was rather expensive and another never called back, but the third did a package with activities including a boat trip, and full board on Guraidhoo in South Male Atoll at a great price.

EJ: What was your first impression of the Maldives?

MK: When I arrived, I thought it was really nice. First, I went to a resort because I wanted to go diving. So I spent two days and two nights in a resort. I knew I wouldn’t like it too much though, because tourists stick together and it’s a honeymoon destination, so as a girl traveling alone the resort scene can get boring. But I talked to the staff who were very friendly, even though work was hard for them during Ramazan.

I talked with some Sri Lankan staff, who said they spent seven months here and three months at home, which seems very hard for them. But otherwise, the beach was clean, the nature is perfect and the sea is really amazing. Two days, though – it was enough.

EJ: Can you tell me about the local island experience?

MK: Well, when we arrived on Guraidhoo the manager took us to see the tourist beach. There’s only one beach for tourists to wear bikinis, which is hidden away from islanders. Everywhere else, you have to be appropriately dressed for the culture.

Afterwards, every day we took boats to see inhabited islands. But it’s a pity because there’s a lot of garbage and plastic bottles, shoes, everything really, everywhere. There are no trash bins anywhere, even on the local islands. There’s a large amount of garbage, and sometimes they burn it, but it’s right near the sea. There’s the beach, then the sea, then the garbage.

EJ: Where does the garbage come from?

MK: From the people on the island. At first I thought it was all from the boats, but on my last day I really wanted to see the village and local inhabitants so I decided to go there instead of taking the tourist boat. It was really great, I was walking around and everyone was inviting me to sit with them or eat in their house.

Even though it was Ramazan, they gave me food and drinks. They were very nice, even though they don’t see many tourists. It’s funny – children speak English but the older people don’t speak English. It’s now two years since they got a ferry, so before that there wasn’t a ferry or a teacher. Now it’s getting better. In this island for example they have two schools – one for ages 2-6, and the other for ages 6-14. After 14, they have to go to Male’ or another island. The government will pay for housing on another island. But because they have many children, I think it can be hard to get everyone educated.

EJ: You’ve seen the resort side of the Maldives, the local island side, and now you’re on the capital island. How would you describe Male?

MK: Big city, lots of buildings… it’s funny because people look at you  weirdly, because I think as I’m a woman alone so I stand out. But they’re very nice people. Yeah, it’s a nice city but it’s built above garbage, they put the garbage anywhere, there’s no trash, no bin. It’s funny because we who live abroad think that Male’ will be an example for the world about pollution and everything, since global warming is important here. But when you see the inhabitants in the Maldives, they put anything into the sea. It was funny, on Guraidhoo one of the girls had a diaper, you know for the baby, and I asked her where she was going. She said, “I am going to the bin,” and she went and threw it in the sea.

EJ: Really?!

MK: Yeah, I know! I even talked a little to the people about garbage, recycling, pollution, but I think it will be a long time for that change to happen. But it’s too bad, I think the sea is so nice, but when there is trash it distracts from nature and the sea.

EJ: So overall, how would you recommend the different parts of the Maldives to other travelers?

MK: Well for me, I prefer local islands for sure. Because you can really get into the culture and see how they live, and it’s more alive. Resorts are like a postcard. It’s just right, perfect…. but it’s not the real country. I guess if you like luxury and honeymoons it’s perfect, but for me it’s a little bit dead. Tourists aren’t smiling much, and I don’t like that, personally.

I would recommend people stay on a local island. I think I will do a post online about how someone can do that, because it was so hard to find a place where I could stay. So if I post on a forum and chat about where to stay in the local islands of the Maldives, maybe I can make it easier for other travelers.

EJ: What do the people you know think of the Maldives?

MK: I met a group of French people on the local island, and I think they were just happy to stay on the boat. They didn’t seem to really want to see the locals and the traditions.

EJ: Thank you, I hope you enjoy the rest of your stay, and have a safe flight home.

MK: You’re welcome.

Tourism is the biggest contributor of foreign currency to the Maldives, bringing in over 700,000 visitors each year. Some resorts, such as Soneva Fushi, appeal to the eco-minded tourist by providing environmentally conscious services. But waste remains an issue for the Maldives. In 2009, the UK’s Guardian newspaper reported that 330 tons of waste are transported to Thilafushi island for processing. Thilafushi is now commonly known as ‘garbage island’.

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