Destination Future successfully concluded its inaugural Future Summit on August 20, 2024, at Kurumba Maldives, the first resort where the story of Maldivian tourism began. The event, attended by a distinguished audience of tourism pioneers, industry leaders, and key stakeholders, Mr Ibrahim Shiuree, CEO and Manging Director of MMPRC and Abdulla Ghiyas, Chairman of MMPRC, marked a significant milestone in the Maldives tourism industry’s journey.

The summit was inaugurated by the Minister of Tourism, Mr. Ibrahim Faisal, who expressed his gratitude, stating, “Thank you to the incredible team and organizers of Destination Future. My sincere gratitude goes to all panelists, participants, and attendees for your insightful contributions. Together we can work towards a more sustainable and innovative tourism industry.

Keynote Address

Dr. Simad Saeed, Managing Director of CDE Consulting, delivered an impactful keynote speech titled “Brand Maldives, Today and Tomorrow – A Sustainability Perspective.” His address focused on crucial aspects of sustainability, including environmental protection, economic viability, and human capital development. Dr. Saeed emphasized that integrating these sustainable practices is crucial for maintaining the Maldives’ prestigious brand positioning and ensuring long-term success in the competitive global tourism market.

Additionally, Dr. Saeed advocated integrating awareness programs within schools to foster a deeper understanding of the tourism industry’s impact and importance among young students. By embedding tourism education early on, the Maldives can cultivate a new generation of informed and engaged citizens who are committed to supporting and advancing sustainable tourism practices. His speech provided a comprehensive framework for how the Maldives can continue to lead in sustainability while nurturing future leaders in the industry.

Panel Discussions
Panel Discussion 1: Why is Balancing Tourism Growth and Sustainability in the Maldives is Important? 

Amjad Thaufeeg, Vice Chair of Destination Future, conducted a presentation on “Importance of Balancing Tourism Growth and Sustainability in the Maldives.” Amjad explored the challenges and opportunities that arise from this balance, emphasizing the need for strategic planning and innovative solutions to ensure that the Maldives can achieve growth without compromising its environmental and social responsibilities. His insights aimed to guide stakeholders in making informed decisions that support both the advancement of the tourism sector and the preservation of the country’s unique natural and cultural assets.

He later moderated a panel discussion on the same topic, joined by industry leaders, including Ms. Marteyne Van Well (Regional General Manager – Six Senses Maldives), Mr. Ahmed Jihad (Corporate General Manager of Cocoon), Dr. Simad Saeed (Managing Director of CDE), Ms. Ruth Franklin (Founder of Secret Paradise), and Ms. Fathimath Shaazleen (Resort Manager of Naladhu Private Island).

The discussion delved into the balance between tourism growth and sustainability, exploring diverse perspectives and solutions from these seasoned professionals. Their collective insights underscored the importance of integrating sustainable practices into tourism strategies to ensure the Maldives can thrive as a premier destination while safeguarding its environmental and cultural heritage.

Panel Discussion 2: Reimagining destination marketing: Moving beyond traditional approaches to promote Maldives in a competitive tourism landscape

The summit also featured a panel discussion on reimagining destination marketing, moderated by Rifaa Saeed, Director of Sales & Marketing at Dusit Maldives. Esteemed panelists included Mr. Suresh Dissanayake (Assistant Vice President of Heritance Aarah and Adaaran Maldives), Mr. Ali Nihad (Area Director of Sales and Marketing at IHG Maldives), Mr. Aydin Yasayacak (CEO of Loti), and Mr. Nuaas Mohanmed (Cluster Director of Sales & Marketing, COMO Hotels & Resorts).

They discussed innovative strategies to enhance the Maldives’ brand positioning in an increasingly competitive market and emphasized the importance of a cohesive brand message and the need for targeted campaigns for the destination. The session also addressed the role of digital marketing in reaching broader audiences, the significance of emotional connections with travelers, and the integration of sustainability into marketing strategies.

Both the Managing Director and Chairman of MMPRC (Maldives Marketing and Public Relations Corporation) also joined the conversation, revealing that there are ongoing initiatives aimed at new destination marketing campaigns.

Panel Discussion 3: Diversifying beyond Sun, Sand & Sea: Expanding Maldives’ Appeal to diverse market segments

Panel discussion on diversifying beyond Sun, Sand and Sea (3S) was led by Mr. Inad Ibrahim, Director of Sales and Marketing at Oaga Art Resort. Esteemed panelists included Mr. Ibrahim Shiuree (CEO & MD of MMPRC), Mr. Abdulla Nabeel (a leading tourism professional in the Maldives), Dr. Sunny Umar (Founder of Halal Travel Maldives), and Mr. Mark Eletr (General Manager of Holiday Inn Kandooma), explored new avenues for attracting diverse traveler segments.

The discussion focused on exploring new avenues for attracting a diverse range of traveler segments. The panelists examined strategies to broaden the Maldives’ appeal beyond traditional markets, considering emerging travel trends and the evolving preferences of global tourists. They shared insights on how to tailor marketing efforts to different demographics, enhance the destination’s inclusivity, and leverage unique selling points to capture the interest of varied traveler profiles.

Presentation by: Maldives Airports Company Private Limited

Another highlight of the summit was a presentation by Maldives Airports Company Limited, offering a visionary look into the future of Maldives’ aviation and infrastructure – new development of the new passenger terminal at Velana International Airport (VIA). MACL added the initiative is part of its ongoing efforts to enhance passenger experience at the country’s busiest air hub through structural developments. The centerpiece of this expansion is the new international passenger terminal, which will span 78,000m² and is set to open in 2025.

Closing Remarks
In his closing remarks, the President of Destination Future, Mr. Hamza Saeed urged the industry to transition from ongoing experimentation to a focus on well-established, effective strategies. He highlighted the critical need for consistency and adherence to proven practices to ensure long-term success and stability.

Sponsorship and Support
The summit was supported by several key sponsors:
Loti as the EXCLUSIVE PARTNER: As a luxury tour operator, Loti offers exclusive all-business-class flights to the Maldives from Russia twice a week, starting in October. Their sponsorship highlights a commitment to delivering high-end travel experiences and supporting the Maldives’ tourism industry through premium travel services.

Solarelle as the EXCLUSIVE INSURANCE PARTNER: Recognized as one of the Maldives’ leading and most innovative insurance companies, Solarelle’s sponsorship emphasizes its crucial role in providing comprehensive support and protection for the tourism sector, ensuring that
industry stakeholders are well-supported.

Kurumba Maldives as the EXCLUSIVE VENUE PARNER: The Maldives’ first resort hotel, Kurumba Maldives, has been a cornerstone in the country’s tourism development. Their continued support reflects a longstanding legacy and dedication to the growth of the Maldives’ tourism industry, showcasing their commitment to the sector’s ongoing success.

Ooredoo Maldives as the EXCLUSIVE DIGITAL PARNER: As a leading telecommunications provider, Ooredoo’s sponsorship emphasizes its commitment to enhancing connectivity and digital communication in the Maldives. Their support plays a crucial role in ensuring that the tourism sector remains connected and engaged in an increasingly digital world.

Additional sponsors include Seguro Insurance, Pacific Technology, Astrabon, Arriva, Mihaaru, Travel Trade Maldives, Intour Maldives, Event Maldives and Print Lab.

Looking Ahead
The next Future Summit is scheduled for 25 June 2025, promising to build on the successes of this year’s event and continue advancing the conversation on the future of tourism in the Maldives