A renewed commitment to collaboration between government, finance, and global brands has placed the Maldives’ tourism sector firmly in focus, as the Experience Maldives campaign was relaunched at a ceremony held at Barceló Nasandhura Malé on Saturday. Minister of Finance and Planning, Moosa Zameer, speaking as Chief Guest, emphasized that strategic partnerships are essential in ensuring the Maldives maintains its status as a world-class travel destination.
In his address to industry leaders and stakeholders, Minister Zameer underlined that tourism is the backbone of the Maldivian economy. Beyond being the primary source of government revenue, tourism supports thousands of jobs and unlocks private investment across the country. He noted that while the Maldives is globally admired for its natural beauty and hospitality, sustainable long-term growth will depend on strong ties between public institutions and private enterprises.
The relaunched programme, jointly driven by Bank of Maldives (BML) and American Express, is designed as a two-year initiative targeting premium travellers. According to the Minister, the campaign will introduce exclusive benefits across resorts, guesthouses, liveaboards, and local businesses. The aim is to encourage longer stays, boost off-peak demand, and increase visitor spending in areas such as wellness, dining, excursions, and retail.
Minister Zameer highlighted the two-decade partnership between BML and American Express, noting that BML remains the exclusive issuer and acquirer for American Express in the Maldives. He described this relationship as a cornerstone of the nation’s financial infrastructure, offering secure and reliable payment services that strengthen consumer confidence and business efficiency alike.
He further reaffirmed the Government’s determination to continue working with Visit Maldives Corporation, the Maldives Association of Tourism Industry (MATI), and local associations to uphold world-leading service standards, enhance connectivity, and safeguard the environment—factors he identified as crucial to preserving the Maldives’ competitive edge.
“Partnerships are the driving force of progress. The cooperation demonstrated tonight among financial institutions, global brands, government agencies, and local businesses is the pathway to sustainable growth,” Zameer said, also extending an open invitation for more stakeholders to join the campaign. He expressed gratitude to BML and American Express for their longstanding support and urged tourism-related businesses across the country to seize the opportunities offered through the initiative.
Originally launched in 2017, the Experience Maldives campaign is now entering its fourth cycle. Over the coming two years, American Express Card Members will gain access to exclusive offers across a wide variety of hospitality and lifestyle outlets throughout the Maldives, further strengthening the country’s appeal as a premium global destination.
By aligning public-private partnerships with a renewed focus on premium travellers, the Maldives is positioning itself to expand its reach in key international markets, while ensuring visitors enjoy not only the beauty of its islands but also an enriched, world-class experience at every step of their journey.
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