Minister of Tourism Dr. Abdulla Mausoom has stated the true benefits of the Maldivian tourism industry cannot be realised until more locals are provided the opportunity to serve at senior positions in the industry.
Speaking at the ceremony held to launch the Maldives Border Miles programme on the occasion of the World Tourism Day, the tourism minister noted the theme for this year’s World Tourism Day is Tourism and Rural Development, which is directly linked to the policies and pledges of the current administration. Highlighting the importance of connecting the tourism benefits to local communities, the minister said the true benefits of the industry can only be realised by employing more locals at senior levels of the industry and developing other sectors in local communities which are linked to tourism. As such, he highlighted the importance of increasing the contribution of local fishermen, farmers, artists in the tourism industry.
Speaking further, Tourism Minister Mausoom praised the decision of President Ibrahim Mohamed Solih to reopen borders for tourists on July 15, noting significant progress has been achieved in the efforts to recover the industry following the COVID-19 pandemic. He expressed hope the Maldives will make significant strides in 2021 in bringing the industry back to normal.
Speaking on the newly launched Maldives Border Miles programme, the minister said the programme will increase the popularity of Maldives as a tourist destination and provide a path for more marketing and advertising opportunities. He added the programme will further enhance the popularity gained in the key markets of Maldives tourism.
Maldives Border Miles is a tourism promotion programme initiated by Maldives Immigration, and developed with Ministry of Tourism, Maldives Marketing and Public Relations Corporation (MMPRC) and Maldives Airports Company Limited (MACL). It is a three-tiered loyalty program, where tourists who enroll in this programme will earn points based on the number of visits and duration of stay.
The programme will be officially implemented on December 1, 2020 and is believed to take the tourism sector of Maldives to peak in the foreseeable future.