
Visit Maldives Chairperson Abdulla Ghiyas unveils bold turnaround and calls for stronger global marketing investment
At the Annual General Meeting (AGM) of Visit Maldives Corporation Limited, formerly Maldives Marketing and Public Relations Corporation (MMPRC), held on 15 July 2025, Chairperson Abdulla Ghiyas announced a landmark financial and structural transformation for the organisation.
Reflecting on the corporation’s progress, Ghiyas remarked, “Just 12 months ago, we were a corporation in deficit, weighed down by systems and inefficiencies. Today, we have turned the page — a result of bold reforms, renewed focus, and industry alignment.”
During his address, he outlined several pivotal achievements. Recurrent expenditure had been reduced by more than 10%, and the proportion of the budget allocated to trade shows had fallen sharply—from 80% to 34%—allowing greater investment in more impactful, strategic initiatives. He further underlined the critical need for high-performing international public relations representation. Noting that, over the past decade, PR agencies had largely operated without KPIs, accountability, or strategic focus, Ghiyas highlighted a shift towards performance-driven PR, guided by results and clear objectives.
He stressed that Visit Maldives is now functioning as a modern, data-led, and results-oriented tourism board, focused not only on visibility but also on tangible conversion metrics through targeted campaigns.
Ghiyas reported strong performance across several key source markets. India, which had previously seen a 39% decline in arrivals, is now recording a 4% growth. Additionally, Google search interest for the Maldives from Europe and Asia has surged by over 1000%, signalling a sharp rise in global consumer interest.
“The Maldives is not just on the global travel map — we are front and centre,” he said. “The next six months will be even more impactful, with new partnerships and smarter campaigns already in progress.”
He also issued a firm call to action on destination marketing funding. Drawing comparisons with regional competitors, he pointed out that the Maldives currently allocates the lowest budget among its primary rivals. “This is a reality we must approach with caution,” he warned. “If we fail to remain visible and competitive in the global market, we risk losing ground — and that comes at a far greater cost to our economy and our people. In the last 20 years, we haven’t invested in destination marketing at the scale our competitors are doing.”
Concluding his remarks, Ghiyas expressed sincere gratitude to government partners, private sector stakeholders, and the entire Visit Maldives team. “This transformation is not about me or this board alone — it is about all of us. Visit Maldives today is by the industry, for the industry. We are building not just the greatest tourism story, but one that Maldivians can be proud to call our own.”
Under Ghiyas’s leadership, Visit Maldives is proving that strategic reform, disciplined fiscal management, and a unified vision can elevate Maldivian tourism to unprecedented levels of global prominence.