Hotelier Maldives GM Forum 2025 to feature panel on destination marketing in digital era

Hotelier Maldives, the leading hospitality media group in Maldives, has announced a panel discussion on destination marketing as part of the ninth edition of the General Managers (GM) Forum, scheduled to take place at Kurumba Maldives on 13 October 2025.

The 60-minute session, titled “Destination Marketing in the Digital Era: Building Maldives’ Global Presence Beyond the Beach”, will explore how the Maldives can strengthen its global brand positioning in an increasingly competitive digital landscape. The discussion will focus on evolving strategies to highlight experiences beyond sun, sand, and sea, while leveraging new technologies, platforms, and partnerships to reach diverse traveller segments.

The panel will be moderated by Mathurot Chuladul, Field Marketing Director, Communications – Maldives, Marriott International. Panellists include Ru Yi, Assistant Vice President of International Markets, APAC, Trip.com Group; Will Howes, Vice President of Sales, APAC, TrustYou; Abdulla Ghiyas, Chairman, Visit Maldives; and Murad Hassan, Tourism Marketing Specialist.

The discussion will consider how the Maldives can reframe its destination branding to showcase experiences beyond the traditional image of beaches and lagoons. Culture, wellness, gastronomy, sustainability, and adventure will be highlighted as areas that can appeal to evolving traveller preferences and broaden the Maldives’ international appeal.

Another focus will be the role of digital platforms, online travel agencies, and guest review technologies in shaping perceptions of the Maldives as a destination. The panellists will examine how data-driven insights and content marketing can be used to personalise campaigns and drive stronger engagement across global markets.

Collaboration will also form a central part of the session, with the discussion exploring how resorts, airlines, government bodies, and digital platforms can work together to present a unified narrative of the Maldives. Lessons from international best practices in destination marketing will be assessed to identify approaches suitable for the Maldivian context.

Finally, the panel will look ahead to emerging trends that will shape the future of destination marketing. This includes the impact of artificial intelligence, influencer marketing, and immersive digital experiences on how destinations are promoted, and how these tools can be adopted without compromising the authenticity of Maldivian hospitality and culture.

In addition to the destination marketing panel, two more panel discussions will be announced in the lead-up to the event. The GM Forum will also feature high-profile sessions including a keynote address by Ru Yi, Assistant Vice President of International Markets, APAC at Trip.com Group, and a Featured Speaker presentation by Will Howes, Vice President of Sales, APAC at TrustYou.

The GM Forum, organised annually by Hotelier Maldives since 2016, brings together resort general managers, senior executives, and key decision-makers from across the hospitality sector. The 2025 edition is being held under the theme “Digitalisation and Expanding Experiences”, with discussions centred on the integration of technology with authentic Maldivian hospitality to enhance guest journeys, operational efficiency, and long-term sector growth.

Sponsors and Partners of GM Forum 2025 include:

• Dhiraagu – Platinum Partner
• Bank of Maldives – Banking Partner
• Dhivehi Insurance – Gold Sponsor
• Maldives Airports Company Limited – Silver Sponsor
• Villa Hakatha – Silver Sponsor
• Bestbuy Maldives (BBM) – Silver Sponsor
• Manta Air – Aviation Partner
• Male’ Aerated Water Company – Beverage Partner
• Atmosphere Wellness – Wellness Partner
• Alia Investments – Associate Sponsor
• Uniforms Unlimited – Associate Sponsor
• Hotels and Resorts Investment Maldives (HARIM) – Associate Sponsor
• Souvenir Marine – Transport Partner
• Storm Events – Organising Partner
• Lightsout – Associate Partner
• Maldives TV – Media Partner
• Maldives Ocean Plastics Alliance (MOPA) – Sustainability Partner
• Supporting Partners – Navean Maldives, Maldives Insider and Blue n White