.Here Baa Atoll and Finolhu appoints Shumaes Rasheed as Director of Public Relations and Marketing
.Here Baa Atoll and Finolhu, a Seaside Collection Resort, have appointed Shumaes Rasheed as Director of Public Relations and Marketing, reinforcing the brands’ focus on strategic growth, international visibility, and market positioning within the global luxury travel sector.
Shumaes brings more than 20 years of experience in luxury hospitality marketing, communications, and public relations to the role. He joins the two properties at a key stage in their development, as both continue to strengthen brand awareness and engagement across international markets.
He began his professional career at leading Maldivian advertising agency Think Associates, where he managed account portfolios, marketing campaigns, and publications. The role provided him with a strong foundation in strategic communications, brand development, and integrated marketing. He later transitioned into the hospitality industry, holding senior leadership positions with internationally recognised brands including Sheraton, Jumeirah, Crossroads Maldives, Visit Maldives, Villa Resorts, and most recently The St. Regis Maldives, where he served as Director of Marketing and Communications.
In his new role, Shumaes will lead public relations, communications, and marketing initiatives for both .Here Baa Atoll and Finolhu. His responsibilities will include overseeing brand positioning, media engagement, strategic partnerships, and integrated marketing efforts across key luxury travel markets.
Located within the UNESCO Biosphere Reserve of Baa Atoll, .Here Baa Atoll is among the Maldives’ newest luxury hospitality destinations, introducing a concept centred on ultra-private island living. Developed by Seaside Collection, the resort spans two natural islands, Somewhere and Nowhere, and features just nine exclusive residences, making it one of the smallest and most intimate ultra-luxury resorts in the Maldives.
Rooted in the philosophy of the Art of Duality, .Here brings together contrasting elements such as privacy and connection, stillness and discovery, and beach and overwater living. The resort encourages guests to Embrace the Now through personal and immersive experiences. Combining contemporary architecture, bespoke experiences, and intuitive service in one of the Indian Ocean’s natural settings, the resort has attracted international attention since its debut. It has also earned a place on Condé Nast Traveler’s 2026 Hot List as the only Maldivian resort recognised across multiple categories. With its design-led approach to luxury and distinctive dual-island concept, .Here continues to contribute to the evolution of exclusivity in the Maldives luxury hospitality sector.
Its sister property, Finolhu, a Seaside Collection Resort, has established itself as one of the Maldives’ recognised lifestyle resorts. Known for its vibrant personality, playful approach to luxury, and iconic two-kilometre sandbank, one of the longest in the Maldives, the resort is also located within the UNESCO Biosphere Reserve of Baa Atoll.
Finolhu offers a collection of beachfront and overwater villas, diverse culinary experiences, wellness offerings, and recreational activities. By combining barefoot luxury with a social island atmosphere, the resort has built a loyal international following and continues to distinguish itself through creative guest experiences, contemporary design, and a distinct island character.
The appointment comes as both properties continue to strengthen their global brand presence and expand engagement across key luxury travel markets, supporting Seaside Collection’s long-term vision for growth and differentiation within the Indian Ocean hospitality landscape.
