Sunday, August 18, 2024 UK Campaign to Boost Addu Tourism, Says Minister Maldives’ Minister of Tourism, Ibrahim Faisal, has announced a strategic initiative aimed at enhancing tourism in Addu, the southernmost atoll of the Maldives. This announcement was made during the Destination Addu 2024 symposium, which served as the official launch for a comprehensive city branding campaign for Addu. The campaign seeks to leverage the atoll’s rich historical heritage, particularly its British-protectorate era sites, to attract more tourists.
The minister highlighted the importance of creating a strong, distinct brand for Addu to position it more effectively in the global tourism market. A significant aspect of this effort involves preserving and reviving British-era historical sites in collaboration with the heritage ministry, which is expected to draw tourists with an interest in history and culture. Targeting the British market is a key component of the promotional strategy.
The Addu City Council plans to showcase the region’s unique offerings at the upcoming UK World Travel Market (WTM) fair. Additionally, the Maldives Marketing and Public Relations Corporation (MMPRC) will support these efforts, ensuring that the branding campaign reflects the unique culture, aspirations, and tourism potential of Addu. Minister Faisal also stressed the importance of establishing direct flights to Addu, a crucial step in making the region’s resorts operational and boosting overall tourism development.
The lack of direct connectivity has been a significant barrier to attracting tourists, and addressing this issue is seen as a top priority. A focal point of the discussions at the symposium was the revival of the Shangri-La Villingili Resort and Spa, which has been closed and requires an estimated $25 million for repairs. The minister emphasized the economic importance of reopening the resort, which was a major employer in the region, providing around 500 jobs.
The resort’s closure has had a significant impact on the local economy, and its revival is seen as essential for stimulating economic activity in Addu. The government’s efforts to restore the resort include a recent agreement to cede 30% of its stake in the property, which is expected to help secure the necessary investment for its reopening. The revival of Shangri-La Villingili Resort is anticipated to play a crucial role in the broader strategy to revitalize tourism in Addu.
The combination of new branding efforts, targeted promotional campaigns, and the reopening of key resorts like Shangri-La Villingili holds great promise for rejuvenating Addu’s tourism sector and contributing to the overall economic development of the region..
