In a notable transition in the Maldives tourism industry, Thoyyib Mohamed, the former CEO and Managing Director of The Maldives Marketing & Public Relations Corporation (MMPRC), has stepped down from his esteemed position, concluding a transformative era characterized by resilience and outstanding growth. His departure from MMPRC signifies far more than just numbers and accolades; it symbolizes a legacy of vision, dedication, and teamwork, during which the Maldives tourism industry flourished and strengthened under his leadership.
Thoyyib, with over two decades of extensive experience in management, strategic planning, marketing, and international networking, was appointed to his role in 2018 by the H.E. President of Maldives. He played a pivotal role in steering MMPRC through the challenging pandemic period, leading the Maldives to achieve its highest tourist arrival figures in history. Notably, the Maldives was honored with the title of the World’s Leading Destination for two consecutive years amidst the global pandemic. With a Master of Arts in Broadcast and Film Management from Bournemouth University, his career journey began in the broadcast industry, and he subsequently held prestigious positions in the government, including Chairman of MMPRC and Minister of State for Tourism, Arts, and Culture.
During the opening of TTM Maldives 2023, Thoyyib revisited the remarkable journey of the Maldivian tourism industry over the past five years. Before the pandemic, the Maldives had experienced consistent growth, welcoming 1.7 million tourists in 2019.
Despite unforeseen challenges brought on by the pandemic, by July 31, 2023, the Maldives made a resilient comeback, hosting 1 million visitors, thanks in large part to the strategic efforts led by Visit Maldives. These efforts included active participation in international forums, road shows, and campaigns to reaffirm the Maldives as a premier global destination. Collaborations with international entities, strategic digital marketing, and partnerships with travel influencers were among the numerous initiatives that contributed to this remarkable turnaround.
Suresh Dissanayake, Assistant Vice President – Sales & Marketing at Adaaran Resorts Maldives, commended Thoyyib's leadership during the pandemic. He highlighted the strategic focus on digital marketing, the hiring of top-notch consultants, participation in their first North America roadshow, and their dominance of Google search rankings as pivotal factors in the Maldives' tourism industry's resilience.
Under Thoyyib’s stewardship, the Maldives received global recognition when the World Travel Awards consecutively named it the world's leading destination in 2020, 2021, and 2022. The MMPRC, overseeing Maldivian tourism promotion, also clinched the title of the world’s leading tourist board in 2022. One remarkable event that underscored Visit Maldives' innovative approach was The Visit Maldives Storytellers Conference 2023. This event provided a platform for content creators and travel enthusiasts, reaching an impressive 110 million individuals on social media and engaging 307 million individuals globally through subsequent campaigns.
Reflecting on his journey, Thoyyib expressed his pride in the platform they've built, emphasizing strong corporate governance principles, transparency, and accountability.
He also lauded his team's efforts in reshaping the image of MMPRC through transparency and hard work. While acknowledging challenges in the future, Thoyyib is confident in the exceptional potential of MMPRC as he passes on the torch, leaving a legacy of remarkable achievements in the Maldives tourism industry.
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