Mohamed Shafraz Hafiz: Pioneering digital technology, marketing in tourism

As digital transformation continues to reshape the hospitality industry, Mohamed Shafraz Hafiz has been at the forefront of integrating technology-driven marketing strategies within the Maldivian tourism sector. As Director of Digital Technology & Marketing at Pulse Hotels & Resorts, he has led digital engagement initiatives across the company’s properties. His contributions were recognised in April 2024, when he was named ‘Marketer of the Year’ at the Hotelier Maldives Awards.

For Shafraz, the journey into tourism marketing wasn’t just about branding or analytics, it was deeply personal. His passion for destination marketing took root during his time in Australia, where he visited the Great Barrier Reef. The experience left an impression on him, but it was upon returning to the Maldives, diving into its vibrant marine landscapes, that he realised the extraordinary beauty of his homeland.

“What we experience here in the Maldives is far more unique and breathtaking than anywhere else I’ve been,” he reflects. This appreciation for the ocean, marine life, and the untold stories beneath the waves led him to pursue diving, with a keen interest in large marine species. But it wasn’t enough to just experience it, he wanted to share it.

“I want every single person out there to experience it as well. That’s why I am passionate about what I do, and I love what I do.”

This deep-rooted connection with the Maldives laid the foundation for a career that would merge storytelling, technology, and tourism marketing.

Shafraz’s career began in telecommunications, but his curiosity and creative instincts led him toward media and marketing. As Managing Director at Squid Media, a creative agency specialising in hospitality branding, he worked extensively with luxury resorts and travel brands. Over the years, he expanded the company into publishing, broadening its influence in the travel and lifestyle industry.

Shafraz joined Pulse Hotels & Resorts during the pre-opening phase of Kandima Maldives, where he played a pivotal role in PR, communications, and digital marketing strategies. As the resort established itself, his responsibilities expanded, leading to his appointment as Cluster Deputy Director of Digital Marketing & Social Media. In this role, he oversaw multi-property marketing strategies, working across various brands to strengthen their digital presence.

Now, as Director of Digital Technology & Marketing, his approach concentrates on three key areas: integrating advertising mediums to enhance reach and impact, leveraging social media to engage global audiences, and exploring emerging technologies to elevate the digital experience. His work goes further than traditional marketing, focusing on creating immersive, digital-first experiences that engage travellers long before they arrive in the Maldives.

Beyond his corporate role, Shafraz Hafiz actively contributes to industry discussions, sharing insights at international forums such as the International Hotel Technology Forum Asia, TBEX & Hotel Technology Summits.

Shafraz continues to elevate the Maldives’ presence as a global tourism destination, refining marketing strategies that adapt to shifting consumer behaviours and digital advancements. He is not only responding to industry changes but also driving innovation in digital marketing and hospitality engagement.

With extensive experience in marketing, technology, and digital storytelling, he continues to shape how Maldivian hospitality brands connect with international audiences, contributing to the evolution of digital marketing standards in the tourism industry.