From hashtags to human connection: Experts at GM Forum 2025 explore how Maldives can win digital traveller

At the ninth edition of the Hotelier Maldives General Managers Forum 2025, a panel of distinguished industry leaders came together to discuss “Destination Marketing in the Digital Era: Building Maldives’ Global Presence Beyond the Beach.” The session, moderated by Mathurot Chuladul, Field Marketing Director, Communications – Maldives at Marriott International, featured panellists Ru Yi, Assistant Vice President of International Markets, APAC at Trip.com Group; Radouane Namaoui, Global Head of Key Accounts at TrustYou; Abdulla Ghiyas, Chairman of Visit Maldives; and Murad Hassan, Tourism Marketing Specialist. Together, they examined how digital transformation, storytelling, and data-driven marketing can redefine the Maldives’ global identity and sustain its competitiveness in an evolving travel landscape.

Opening the discussion, Mathurot noted that while the Maldives has long been recognised for its turquoise lagoons, overwater villas, and postcard-perfect beaches, the time has come to look beyond the traditional image. “As global travellers’ expectations evolve, so too must the way we present the Maldives to the world,” she said. “We must showcase wellness, culture, gastronomy, sustainability, and adventure – not just the beach.”

Trip.com’s Ru Yi began by observing that the Maldives’ long-standing reputation as a once-in-a-lifetime destination was built on powerful storytelling and emotional resonance. “In my mind, I still have the impression that I need to visit this place once in my lifetime,” she said. “But after 15 years, those people who had that impression have already been here once. We want them to come back again and again.” She emphasised that the Maldives should focus on consistent messaging across platforms to reach emerging traveller segments, including students, marine enthusiasts, and eco-conscious visitors. “We need one consistent message,” she said, “and all stakeholders – from the tourism board to OTAs and creators – must keep pushing it so that it leaves a lasting impression, especially among younger generations overwhelmed by information.”

Abdulla Ghiyas expanded on the idea of reframing the destination, describing how Visit Maldives has been shifting its narrative from “postcard imagery” to a “portfolio of experiences.” “For decades, Maldives has been about sun, sea, and sand,” he said. “But diversification is now tangible.” He cited several initiatives under Visit Maldives, including Burunu Boma, the nation’s first sports fishing tournament that attracted global teams and strong engagement from local anglers. “We already have ten international teams wanting to participate next year,” he said, adding that sports fishing could become a new niche for the country. He also highlighted Visit Maldives’ campaigns targeting Gen Z travellers, including collaborations with influencers such as Tess Tyler from Netflix’s One Piece, which generated record-breaking reach and engagement across social media platforms.

According to Murad, the focus today is on engagement rather than vanity metrics. “Anybody can get views,” he said. “What matters is how many saves, comments, and shares you get. Engagement has been one of our core strategies.” He also pointed to the rise of new market segments such as MICE and superyacht tourism. “We recently hosted one of the largest charter groups from India with over a thousand guests, and we’re working with global charter networks to position the Maldives as a superyacht destination,” he added. “These are all part of a larger effort to move from volume-driven arrivals to value-driven revenue.”

From a national tourism perspective, Abdulla Ghiyas stressed the importance of technology, data, and unified messaging. “The world is moving to high tech and AI, and government must come together to create an information highway,” he said. “We need the intelligence to be readily available, and the capacity to listen to the social sounds and respond.” He cautioned that fragmented messaging from different resorts, guesthouses, and atolls could weaken the national brand if not coordinated. “Everyone wants heads on pillows and goes out doing their own promotions in different countries. Does the tourism board have any control over the narratives? If we don’t, we’ll end up with inconsistent images of the Maldives,” he warned. Instead, he advocated for emotional storytelling that connects people to the destination. “We have always marketed the product – the sun, sand, and sea. But we haven’t infused emotion. Emotion comes from people, culture, and our oceans.”

Radouane Namaoui provided a data-led perspective, focusing on the role of online reviews in shaping the Maldives’ “digital identity.” “When I think of destination marketing, I think of trust,” he said. “Trust is earned through what our guests say about us – both in person and online.” He revealed that over the past two years, nearly one million reviews have been written about Maldivian properties, offering valuable insights into traveller sentiment. “If you dig deeper, beyond sun and sand, you find consistent mentions of gastronomy, vibe, and the warmth of the Maldivian people,” he said. “That’s a powerful part of your identity.” He urged hoteliers and destination marketers to leverage these authentic guest voices. “It’s not paid media anymore – it’s the voice of your guests that defines your brand,” he added.

As the discussion progressed, the panellists reflected on how digital discovery is transforming travel behaviour. “Decision-making is becoming impulsive,” Ru Yi noted. “Travellers may buy a resort voucher during a livestream without even knowing their dates, and later plan their trip around it.” She explained that platforms like Trip.com rely on AI to predict customer behaviour and personalise offers. “Even when travellers don’t tell us they’re on a honeymoon, AI can identify patterns and anticipate preferences,” she said. “The Maldives must embrace this data-driven agility.”

In response, Radouane Namaoui emphasised that reviews and analytics can feed into this ecosystem. “Online reviews are stories told by guests,” he said. “If we collect and analyse them effectively, they become insights that shape the next generation of marketing.”

Turning to collaboration and brand strategy, Murad Hassan highlighted Visit Maldives’ integrated campaigns and partnerships. “This year we’ve done over 30 joint campaigns with tour operators, airlines, and global brands,” he said. “Our focus is ROI and relevance – we track engagement, growth, and conversion in real time.” He pointed to high-profile collaborations such as Liverpool FC’s Penalty to Paradise campaign, which generated billions in global reach, and innovative content projects such as immersive 360-degree destination videos and large-scale giveaways. “Storytelling is at the core of what we do,” he said. “We are showcasing not just a place, but a feeling.”

In the latter part of the session, the conversation turned to future trends shaping destination marketing. “The next five years will be about data, personalisation, and immersion,” said Ru Yi. “AI is a wonderful tool, but it’s only as good as the data it has. For the Maldives to benefit, we need to ensure complete and structured data – from activities and dining to sustainability efforts – across all platforms.” Abdulla echoed this sentiment, noting that Visit Maldives has already integrated data-driven decision-making into its campaigns. “We’re using AI dashboards to monitor ROI at trade shows and exploring immersive experiences through VR and 360° storytelling,” he said.

Murad added a practical note of caution. “AI will always be as good as your data plumbing,” he said. “If you inspire travellers but don’t give them a way to act – a call to action – you lose the conversion.” He encouraged resorts and national stakeholders to prepare for an era of immersive engagement, where guests expect interactivity and personal relevance even before they arrive.

As the panel drew to a close, Mathurot reflected on the central theme uniting all perspectives. “The Maldives must continue evolving beyond sun, sand, and sea to highlight a richer, more diverse experience,” she said. “Digital platforms, data, and guest voices now shape how travellers see and choose destinations. Collaboration between government, industry, and digital partners is essential to sustain our momentum. And as technology defines the landscape, authenticity and human connection must always remain at the heart of our message.”

Launched in 2016, the Hotelier Maldives GM Forum has become a cornerstone event for the country’s tourism industry. Each edition brings together general managers, resort owners, developers, and senior executives to share insights, exchange ideas, and discuss strategies for innovation and collaboration.

The 2025 Forum, held on 13 October 2025 at Kurumba Maldives, once again convened leaders from across the Maldives’ hospitality sector to discuss digital transformation, sustainability, human capital, financing, and long-term competitiveness — reaffirming its role as the premier platform for thought leadership in the industry.

Partners and sponsors 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