ECONOMYNEXT – The Maldives is reaping the benefits of an aggressive strategy implemented to save the tourism industry, the country’s economic mainstay, in the face of the global Covid 19 pandemic.
And it is looking at tough measures to save itself from a more devastating threat; the effects of climate change.
The archipelagic country launched “Maldives, the Sun will Shine Again” campaign under its ‘Reacting, Rethinking and Redesign’ strategy within months of the onset of Covid 19. The Facebook campaign had reached 1.2 million people globally. All stakeholders joined in promoting the archipelago as a safe destination, capitalising on the naturally scattered islands that would keep tourists isolated, yet able to soak up the sun and enjoy themselves.
This they did in the face of the Maldives closing her borders for three months, and key markets being shut for nearly a year, explained Thoyyib Mohamed, Managing Director of Maldives Marketing and Public Relations Corporation, the force behind the “Visit Maldives” campaign, during a webinar titled
“Rediscovering Maldives: Covid 19 New Normal.”
Organised by the Friedrich Naumann Foundation for Freedom (FNF) South Asia, on February 7, the discussion was moderated by Riyaath Abdul Majeed, Founder of Pick Maldives.
Joining the session were the Minister of Tourism for the Maldives, Dr. Abdulla Masoom, and Ahamed Saleem, MP and Chair, Environment and Climate Change Committee. Frank Muller Rosentritt, MP German Bundestag (Federal Parliament) also addressed the participants.
Where tourism fairs in Europe would normally feature around 240 marketers, public relations officers and 100 co-exhibitors, the German Tourism Fair held last year had only 27 participants, Mohamed said.
While promoting the country digitally on the one hand, Dr. Masoom said that practical safety protocols were drawn up in consultation with the WHO. A special local Covid insurance package had also been introduced. As well, the government had been quick to launch the vaccination campaign, prioritising vaccinations for those in the tourism industry. Ninety eight percent of industry staff has been vaccinated, and the country has started on booster shots, he said.
The campaign has seen an increase in tourists from India, with 291,000 visitors from that country while attracting visitors from countries such as Brazil, Argentina, other South American nations and Nordic regions. Around 130,000 Germans too had chosen the Maldives for their vacation last year. In all the Maldives attracted over a million tourists last year.
This year marks fifty years of the tourism industry of the Maldives, and “We are doing our best to make it truly a Golden Year,” Dr.Mausoomstated, adding that the industry promoted “barefoot experience, where the tourists could walk around the islands and enjoy the surroundings,” and take a break from “zoom fatigue.”
Maldives, has won the “Best Luxury Destination of the Year”, awarded by Connoisseur Circle, for two consecutive years.The well-known publication features exclusive destinations and high-end hotels amongst German speakers, and the Maldivesis hopeful of winning the award this year too.
While those arriving on private jets tend to spend longer vacations, even up to 3 months, the industry is now promoting home-stays too, which will provide tourists a closer experience of the culture, the people and local food. “They can go fishing, and even cook it,” Mohamed explained.
Surveys have indicated that travellers are more conscientious now, more so since the pandemic, and are looking for destinations that promote sustainability of the environment.
And the Maldives is now placing more emphasis on eco- tourism and sports tourism. Floating hotels too are being planned.
Despite the successes gained in the tourist industry, rising sea levels caused by climate change poses the biggest threat, explained Ahmed Saleem, who chairs the country’s first Committee on Environment and Climate Change. Tourism and environment, he pointed out, are co-related.
Most of the islands, nearly 80 percent, have an elevation of one meter above sea-level. The oceans, he says are rising at the rate of 3.9 millimeters per year. “It may not seem a lot but when your elevation is just one meter then it is quite alarming,” he said.
Right from the onset of the Covid pandemic, the Maldivian parliament held its sessions online, he said, adding that it helped get work done, including legislation to promote sustainable development. Amongst those was the adoption of the Climate Emergency Act 2021. Legislation has also been brought in to ban single use plastics by 2021, he said, adding that tourists can play their part by refusing to purchase water sold in plastic bottles.
That would compel suppliers to switch to glass bottles. Already, three bottling plants have moved to glass bottles. He recalled that years ago, since the Maldives had no way to dispose of used batteries, European tourists would take those back with them.
Studies show that plastic pollution is the biggest threat to the eco-system, especially the coral reefs, Saleem said, adding that these reefs encompass the way of life of the Maldivian; culture, economy and livelihood.
“We have to protect the coral reefs as they prevent erosion. If the reefs go, then the beaches will go and it is the beach that attracts the tourist,” he explained.
If nothing is done to contain the pollution, he pointed out that studies indicate there will be “an increase of 40 percent in plastic waste and 45 percent ocean leakage over the next 10 years.” Tourists, generate twice as much waste as Maldivians.
The Maldives has allocated 4.2 percent of its annual budget for environmental protection and adaptation to guard shore lines as a result, Saleem said. An estimated US $ 8.8 billion is needed to protect the shore lines of the inhabited islands, he added.
Rain and ground water provides the only source of natural water, and that is affected when the coast line erodes. Reverse osmosis projects have been introduced by the government to increase the supply of fresh water, “to ensure water security,” he added.
As Dr. Mausoom said, the Maldives is providing “opportunities for the present generation to enjoy, while protecting the future.”