Collaborative approach key to tourism growth, says Finance Minister Zameer

Minister of Finance and Planning, Moosa Zameer, has reiterated that partnerships are essential to strengthening the Maldives’ standing as a premium global tourism destination.

He delivered the remarks as Chief Guest at the relaunch of the Experience Maldives campaign, a joint initiative by Bank of Maldives (BML) and American Express, at a ceremony held at Barceló Nasandhura Malé on Saturday.

Addressing industry representatives, Zameer observed that tourism remains the backbone of the Maldivian economy, generating employment, enabling private investment, and supporting government revenue. He noted that while the Maldives enjoys a strong international reputation for its hospitality and natural environment, long-term success relies on collaboration between public and private partners.

According to the Minister, the two-year programme will focus on premium travellers by promoting exclusive offers across resorts, guesthouses, liveaboards, and local businesses. He said the initiative is expected to stimulate off-peak demand, extend visitor stays, and encourage greater spending on services such as wellness, dining, excursions, and retail.

Zameer also highlighted the longstanding link between BML and American Express. For more than 20 years, BML has served as the exclusive issuer and acquirer for American Express in the Maldives. He described this arrangement as part of the country’s financial infrastructure, ensuring secure transactions that benefit both merchants and consumers.

Reaffirming the Government’s commitment to working with Visit Maldives Corporation, Maldives Association of Tourism Industry (MATI), industry associations, and the private sector, the Minister stressed the need for high service standards, seamless connectivity, and strong environmental safeguards to maintain the Maldives’ competitive edge.

“Partnerships are the driving force of progress. The cooperation demonstrated tonight among financial institutions, global brands, government agencies, and local businesses is the pathway to sustainable growth,” he said.

He also invited more partners to participate in the campaign, saying wider engagement would enhance the Maldives’ visibility in key international markets. Zameer thanked BML and American Express for their continued role in supporting the sector and urged businesses nationwide to take part in the opportunities on offer.

Launched originally in 2017, the Experience Maldives campaign is now entering its fourth cycle. The programme will span two years, offering American Express Card Members exclusive benefits at a wide range of hospitality and lifestyle outlets across the Maldives.