News Desk
MALE’, Maldives — The Maldives Marketing and Public Relations Corporation Limited, long tasked with promoting the Maldives as a premier tourist destination, has undergone a significant rebranding, adopting the name Visit Maldives Corporation Limited. The change, announced by President Dr. Mohammed Muizzu, comes as the state-owned enterprise grapples with a troubled history of debt, mismanagement, and allegations of corruption.
The rebranding is part of a broader effort to reposition the Maldives as a world-renowned tourist destination through sustainable and strategic initiatives. Visit Maldives Corporation Limited aims to maintain the country’s allure as a luxury travel hotspot, known for its turquoise waters and coral atolls, while addressing longstanding criticisms of inefficiency.
The corporation, established in 2010, has faced scrutiny for its financial struggles, with a reported debt exceeding 200 million Maldivian rufiyaa (approximately $13 million). A recent report by the State-Owned Enterprises Committee of the Maldives’ parliament, Majlis, highlighted ongoing mismanagement, echoing concerns from the tourism industry that the agency has not done enough to promote the Maldives globally.
The company’s troubles trace back to the administration of former President Abdulla Yameen, during which it was linked to corruption scandals. Despite efforts to recover, the corporation posted a loss of 28 million rufiyaa last year. In response, the agency has implemented cost-cutting measures, including reducing the number of public relations firms it employs from 21 to 6, saving over 4 million rufiyaa, and slashing expenditure on trade shows and exhibitions by 34 percent.
In a statement, the company acknowledged the parliamentary report and pledged to take corrective action. However, the agency has faced criticism for operating independently of the Ministry of Tourism, raising questions about oversight and coordination.
Industry insiders warn that without prudent reforms, the agency’s financial constraints could hamper its ability to market the Maldives effectively, potentially impacting an economy heavily reliant on tourism.
The Maldives welcomed over 1.8 million visitors in 2024, according to government data, but stakeholders argue that sustained global promotion is critical to maintaining this momentum.
President Muizzu’s administration, which has prioritized economic reform, described the rebranding as a step toward revitalizing the agency. The government also noted a 10 percent reduction in the corporation’s expenses under recent measures, signaling a commitment to addressing its financial woes. As the Maldives seeks to maintain its status as a bucket-list destination, the success of Visit Maldives Corporation Limited will depend on its ability to navigate its turbulent past while delivering on its mandate to showcase the nation’s pristine beaches and vibrant marine life to a global audience.
