The Maldivian government has introduced a set of new regulations aimed at improving transparency and accountability in the tourism sector, including the formal establishment of a Tourism Trust Fund and the tightening of rules around tourism advertising.
Announced on Monday by the Ministry of Tourism and Environment, the Tourism Trust Fund is positioned as a key initiative to support the sustainable development of the tourism industry. The fund will provide financial assistance to the sector, while ensuring that all transactions are managed transparently in line with the law.
The fund’s capital will be drawn from various sources, including domestic and international sponsorships, Corporate Social Responsibility (CSR) contributions from tourism businesses, investment returns, and training-related fees. These funds will be overseen by an executive committee comprising representatives from seven government bodies, including the President’s Office, the Ministry of Finance, and MIRA. All members will be appointed for five-year terms, with the Minister of Tourism and Environment serving as chair.
Spending from the fund is designated for industry development projects, facility enhancements, sector-wide training, and socially beneficial activities. The fund must operate independently, with annual reports submitted to the President, Parliament, Auditor General, and Finance Ministry.
This development comes amid public scrutiny of existing tourism promotion efforts. The state-owned Visit Maldives Corporation Limited, formerly MMPRC, has allocated MVR 20.6 million this year to a global campaign with Liverpool FC. Although the company recently reported a profit of MVR 27.5 million, it still carries the legacy of the MVR 1.4 billion corruption scandal uncovered by the Anti-Corruption Commission.
In tandem with the financial reforms, the Ministry of Tourism and Environment has introduced new regulations to ensure that advertisements for tourist facilities are accurate and respectful of local norms. The rules apply to all forms of promotional content, including social media, digital platforms, and printed material. Misleading depictions of services or environments are prohibited, and all content must align with the legal category of the operating licence issued to the facility.
The regulations apply to a wide range of operators, including resorts, hotels, guest houses, private islands, yachts, diving providers, and excursion centres. All advertised services must be registered and licensed under the Ministry of Tourism and Environment.
According to the Ministry, these measures are intended to build trust with visitors, prevent reputational damage, and ensure the longevity of the country’s tourism-dependent economy.
