Maldives’ Minister of Tourism Ibrahim Faisal has unveiled a series of strategic measures during the Destination Addu 2024 symposium to boost tourism in Addu, the southernmost atoll of the Maldives. The symposium marked the official launch of efforts to create a comprehensive city brand for Addu, highlighting its rich historical significance, particularly its British-protectorate era heritage.
The minister emphasised the importance of effectively branding the city to enhance its position in the global tourism market. The focus was also on preserving and reviving British-era sites in Addu, in collaboration with the heritage ministry, to attract tourists interested in the region’s history.
Planned promotional activities will target the British market, with the Addu City Council planning to participate in the UK World Travel Market (WTM) fair. Minister Faisal also highlighted the support of the Maldives Marketing and Public Relations Corporation (MMPRC) in promoting Addu’s tourism potential, ensuring that the branding efforts would capture the unique culture, aspirations, and potential of the region’s tourism industry.
In addition to promotional activities, Minister Faisal emphasised the critical need for establishing direct flights to Addu, as they play a crucial role in making resorts operational and enhancing tourism development in the area.
Discussions at the symposium also centred around the revival of the Shangri-La Villingili Resort and Spa, which requires an estimated $25 million for repairs to bring it back into operation. Minister Faisal emphasised the extensive renovation needed and the potential economic benefits of reopening the resort, a major regional employer providing around 500 jobs. The resort’s closure has significantly impacted the local economy, and its revival is seen as essential for boosting economic activity in Addu.
The government’s ongoing efforts, including a recent agreement to cede 30% of its stake in the resort, aim to restore its former glory and contribute to tourism in Addu.
The planned resort reopening is expected to play a pivotal role in Addu’s tourism revival. Alongside the implementation of broader branding and promotional strategies, it holds promise for revitalising tourism in the region.
