Maldives promotes Islamic tourism

The Maldives is pitching itself to the Islamic tourism market following a surge of interest in the destination from the Middle East region this year.

The Maldives registered a 77.8 percent increase in tourist arrivals from the region in the first quarter of 2012 compared to the same period last year, while traditional markets, including the UK and Italy, recorded steep declines.

Deputy Minister of Tourism, Arts and Culture and head of the Maldives Marketing and PR Corporation (MMPRC), Mohamed Maleeh Jamal, highlighted the appeal of the Maldives as a destination for Islamic travellers during the recent World Islamic Tourism Mart (WITM) in Malaysia.

The event was held simultaneously alongside the Malaysia International Tourism Exchange (MITE) 2012, and the international conference on Muslim Tourism (InCoMTHU).

The MMPRC noted that during the conference, Jamal gave a presentation entitled ‘Maldives: A Perfect Destination for Muslim Travellers’.

“The Maldives is a perfect destination for these travellers as all the food items in the resorts are halal, apart from the pork and alcohol, and all the islands have mosques,” Jamal told Minivan News.

Alongside the Middle East, the MMPRC had identified Malaysia as a key emerging market, he said, with growth of 18 percent from January to May 2012, compared to the same period last year.

“Thirty percent of Malaysia’s population are Chinese and they are quite well off,” he noted, explaining that the existing adaptation of the resorts to accommodate the surge in Chinese
market growth would also attract guests from Malaysia.

A key appeal of the destination to the market was the isolation and privacy offered by resorts in the Maldives, Jamal explained.

“One of the unique things about rooms in the Maldives is that you can go seven days without seeing anybody,” he said. “Many resorts have rooms with private spas and pools – privacy one of the key market factors.”

One of the key drivers of the Middle Eastern market in the Maldives was increased investment from the region, he observed, particularly with the opening of properties such as Jumeriah.

“We’ve found that one of the best ways of building an emerging market is to get investment from that market,” Jamal said, explaining that this was also key to the early development of the Japanese market in the Maldives.

The introduction of Sharia-compliant tourism to the country, with the opening of a Lootah property expected in 2013, would build the appeal of the destination, Jamal said.

“There’s not much difference,” he explained. “One little thing might be that the prayer direction is indicated in the room, and designed so that people can pray inside. It’s a niche segment, and the Maldives is the perfect place to develop it as it has an open economy – just look at the blonde island.”

Tapping into emerging destinations was key to reaching the country’s goal of one million tourists in 2012, Jamal said, offsetting the decline in markets such as Italy, Spain and France due to the economic decline in Europe.