For Regina Rudakova, Owner and General Manager of COATI Global Sales Agency, the story of her company is rooted in nearly two decades of passion and commitment to the travel and tourism industry. Beginning her career in Moscow with leading tour operators and later advancing to international sales and marketing roles for luxury resorts, Regina developed a deep understanding of growth strategies, market dynamics, and global hospitality trends. In 2014, she founded COATI as a travel management company and, during the challenges of the pandemic, transformed it into a global sales agency. This reinvention allowed her to merge expertise with innovation, building a company now recognized by luxury brands across Asia, Europe, Africa, and the Middle East.
Today, under her leadership, COATI represents 11 Maldivian resorts and continues to expand its presence across the CIS region. Regina’s approach emphasizes professionalism, collaboration, and sustainable growth, positioning COATI as a trusted partner for destinations and resorts alike. In this exclusive interview, she reflects on her journey, the values that guide her, and her vision for the future of tourism.
My career spans over 19 years in the travel and tourism industry, focused on growth and strategic development. I began in 2006, taking leadership roles at top tour operators and travel agencies in Moscow. This experience helped me master strategies for growth, understand customer needs, refine service offerings, and leverage technology to enhance efficiency.
From 2016 to 2019, I was Cluster Director of Sales & Marketing for the Savoy Seychelles Resort & Spa and Coral Strand Smart Choice. I led efforts to strengthen their global presence, boosting visibility and market share across Europe and CIS. This role sharpened my skills in international marketing and brand positioning, creating narratives that resonated with diverse audiences.
In 2020, I founded COATI, a global sales agency I had first established in 2014 as a travel management company. Building a representative company recognized by luxury brands across Asia, Europe, Africa, and the Middle East has been one of my proudest achievements. Within a short time, we achieved 70% sales growth from the CIS and Russia regions.
I have also been an invited speaker for federal media outlets, TV channels, and tourism events, sharing insights and staying connected with evolving trends. My involvement with the Ministry of Heritage & Tourism of Oman in Russia underscores my commitment to fostering strong business relations and enriching the tourism landscape. Each role has equipped me with skills in strategic marketing, sales growth, and international relations, aligning with COATI’s vision of enhancing global tourism connections.
COATI began its journey in 2014 as a travel management company. The pandemic in 2019 prompted a major shift, compelling me to rethink our direction. With prior experience owning a network of six travel agencies in Moscow—launched at just 19 years old—I had already gained valuable expertise in sales management and hotel promotion.
During this challenging period, I dedicated six months to developing a new concept, creating innovative marketing strategies, presentations, and business models. Just as I finalized the framework, an unexpected call arrived from a Maldivian contact I had met years earlier at a trade show. He sought a representative in Russia and the CIS for a five-star resort. Although that partnership did not materialize, he introduced me to another hotel—the newly opened Brennia Kottefaru. Visiting the island with my team, I was struck by its sense of freedom and tranquility, an experience that set the tone for COATI’s future in the Maldives.
Since then, word of mouth and industry connections have expanded our portfolio. At a professional event, I connected with the General Manager of Fushifaru Resort, and this collaboration has grown into our flagship partnership over the past five years. Sales increased by 73%, with Russian and CIS markets transforming from negligible to leading contributors.
We are now adding a second premium property from the BeKind group, Meyyafushi, which we see as a key asset for the Russian market. Today, COATI proudly represents 11 Maldivian resorts, a portfolio built on proactive outreach, strong networking, and professionalism.
What began as a response to the pandemic has grown into a powerful platform for fostering partnerships and driving tourism in the Maldives and beyond.
The Maldives stands apart from other destinations we represent, such as Greece, Mauritius, Sri Lanka, India, Oman, and the UAE, for many heartfelt reasons. It embodies a unique sense of beauty and tranquility unlike anywhere else.
Walking barefoot on the soft, white sands is more than a simple pleasure, it’s a feeling of freedom and serenity where worries seem to melt away. This connection to nature is at the heart of the Maldives’ magic.
Equally captivating is the underwater world. Swimming alongside manta rays or exploring coral reefs leaves memories that last a lifetime. The diversity of marine life is awe-inspiring, a true paradise for ocean lovers.
Staying in an overwater villa is another defining experience. Waking up to the sound of waves and stepping directly into the ocean creates an unmatched atmosphere of peace and intimacy.
I also deeply value the genuine hospitality of Maldivians. Their warmth and kindness make you feel at home, reflecting the true spirit of Asian hospitality. Safety and comfort further elevate the experience, with calm, warm waters ideal for families and solo travelers alike.
The “one island, one resort” concept is unique, offering privacy and exclusivity. Each resort is its own sanctuary, providing travelers with a personalized escape.
The Maldives is also a “repeat guest” destination. Many return year after year to hotels like Cinnamon Dhonveli, Holiday Inn Kandooma, Oaga Art Resort, and Sheraton Maldives, which we proudly represent in Russia and the CIS.
For me, the Maldives is more than a destination, it is a magical experience that touches the soul and invites lasting memories.
Yes, there are several common challenges that Maldivian resorts face when targeting the Russian and CIS markets. Firstly, there is often a sense of impatience. Resorts need to understand that business processes take time to develop and yield results.
Secondly, the current situation in Russia is unique, with its own complexities. By understanding these factors, resorts can better position themselves for success.
The involvement of the resort itself is also crucial. Actively engaging with COATI reports and participating in initiatives significantly contributes to achieving stronger sales outcomes.
Another key challenge is intense competition, particularly from new resorts entering with very low pricing. Selecting the right distribution channels and strategies is essential, and this is where COATI comes in. We have extensive expertise and a dedicated team to help resorts navigate effectively. Pricing policy is another critical issue, which COATI successfully addresses.
In recent years, traveler interest from Russia and CIS countries in the Maldives has undergone a significant transformation. The Maldives is increasingly recognized as a year-round destination, moving beyond its traditional winter peak. This shift has broadened its appeal and allowed for more consistent travel throughout the year.
There has also been a remarkable surge in summer demand. Tour operators report a 50–75% increase in summer sales compared to the previous year, showing a notable change in consumer behavior. This growth stems from attractive accommodation pricing and a wider range of offerings that meet different traveler preferences.
The destination is now attracting a more diverse demographic. While romantic getaways remain strong, there is a clear rise in family travel, showcasing the Maldives’ versatility.
Finally, booking patterns are deepening, with lead times of 3–4 months. This reflects growing traveler confidence and commitment to planning ahead.
We often tackle business challenges together. Meeting frequently around the globe allows us to strengthen relationships and discuss matters in a more relaxed atmosphere.
I view my clients as more than just partners; we share a passion for hospitality and tourism. This mutual interest fosters deeper connections, as we are multifaceted individuals who find joy in what we do.
Analyzing results, diving into numbers, and brainstorming ideas together is a process we genuinely enjoy. When I recruit people to join COATI, I invite them into my family, and I extend that same sentiment to clients.
To achieve meaningful outcomes, we work hand-in-hand to find solutions, make compromises, and build plans, fostering long-term loyalty and success.
At COATI, we value natural expansion while respecting the industry’s development and keeping pace with its evolution. We have built a substantial team—likely the largest among Russian representative companies—with offices in Moscow, St. Petersburg, and Almaty, Kazakhstan. We are actively expanding our footprint across the CIS region.
Looking ahead, COATI aims to broaden our collection, with a strong focus on the luxury segment. We aspire to include more luxury destinations, hotels, and resorts within our portfolio, becoming an international player in sales and marketing within the tourism and hospitality industry. Our clients have even expressed interest in training other representative companies in our unique approach, a testament to the effectiveness of our methods and the value we bring to the market.
Beyond business, we are committed to social responsibility. COATI regularly takes on interns, training top students in tourism, PR, sales, marketing, and hospitality. Sharing our expertise with the next generation supports industry growth and innovation. By nurturing talent and fostering relationships, we build not only our company but also contribute to the broader success of the hospitality sector worldwide.
Our vision for the Maldives is to deepen partnerships with existing clients while exploring opportunities with new ones who share our values. We are prepared to welcome luxury brands into our portfolio, ensuring they receive the strategic support and resources needed to thrive in this competitive landscape. Together, we believe in sustainable growth and mutual success.
I am confident that Russia will remain a pivotal market for Maldives tourism in the years ahead. Since 2020, it has become the leading source of visitors, with the Maldives firmly securing its place as a beloved destination among Russian travelers. While the CIS market may experience a more gradual growth trajectory, both in terms of visitor volume and the spending power of the clientele, I foresee a steady increase that will enhance the overall tourism landscape in the Maldives. This presents exciting opportunities for us to cultivate and expand our offerings tailored to these markets.
As we look toward the future, we are optimistic about the potential for growth and collaboration. The commitment of COATI to fostering strong relationships and adapting to market needs positions us well for success in this dynamic environment.
