The Hidden Cost of Popularity: Rethinking Growth in Maldives Tourism
Suresh Dissanayake
Awarded Best Sales Personality of the Maldives 2024 | Business Development Profesional | Strategic Planning |Distribution Management | P & L Accountability | Marketing Promotions | Innovation | Expert in Indian Ocean S&M
A few days back, I stood on a jetty of a beautiful Male atoll island I once visited ten years ago. Back then, it was a quiet, untouched haven. Today, it’s buzzing with more rooms, more boats, more tourists, and more everything.
And while that sounds like a success story, I couldn’t help but wonder:
Are we growing… or overflowing?
As someone who has passionately marketed the Maldives for over a decade, I have always believed in the power of our islands to heal, inspire, and connect. But recently, I have begun to think deeply about something we rarely talk about openly:
When Success Starts to Strain
We are breaking records. Two million tourists. Dozens of new resorts. Airports expanding. Infrastructure booming.
But with that growth comes a quiet tension. Coral reefs under pressure. Waste management is stretched thin. Local communities adjusting to a faster, more commercial rhythm.
This isn’t a criticism, it’s a reflection. Because growth isn’t the problem. Unbalanced growth is.
The Maldives Isn’t Just a Product
We sometimes forget that the Maldives isn’t just a destination. It’s a delicate ecosystem. A cultural mosaic. A place where simplicity once defined luxury.
If we reduce it to just numbers of arrivals, occupancy, and revenue we lose sight of what made the Maldives magical in the first place.
More doesn’t always mean better.
More can mean crowded dive sites. More can mean longer queues and shorter tempers. More can mean the loss of that quiet, barefoot feeling that once set us apart.
Experience Over Excess
Guests don’t just come here for luxury. They come for a feeling. That moment of floating in turquoise silence. That joy of seeing a manta ray glide past. That peaceful pause in a busy life.
When the experience becomes diluted, no matter how beautiful the room or how impressive the menu is, the memory fades.
As marketers, our job isn’t just to attract guests. It’s to protect the dream.
Sustainable Luxury: Not Just a Buzzword
We throw around words like “eco,” “green,” and “sustainable,” but let’s be honest: some of it is surface level. Real sustainability isn’t a press release. It’s a philosophy.
It’s about building fewer villas with more soul. It’s about giving space back to nature. It’s about training teams to create connections, not just service.
A New Kind of Growth
What if success in the next decade wasn’t measured by how many tourists we bring in but by:
That’s not idealism. That’s the evolution of luxury.
My Message to the Industry
To all involved in the industry, I say this not with judgment but with deep care:
Let’s pause. Reflect. Realign.
Let’s shift from promotion to preservation. Let’s market with meaning, not just metrics. Let’s make the Maldives a place people don’t just visit but remember, feel, and respect.
We have a rare opportunity. The world is watching. Let’s not be the destination that grew too fast to care. Let’s be the ones who care enough to grow the right way.
Because, in the end, luxury isn’t just about what you offer. It’s about what you choose to protect.
And the real magic of the Maldives? It was never in the numbers. It was always in the moments.
Tourism and Sustainability Specialist, Wildlife Enthusiast and Environmental Advocate.
2moExcellent Suresh !
Important and timely reflection. Growth should never come at the cost of balance – especially in a place as delicate and meaningful as the Maldives. Thank you for voicing what many feel but few say.
Luxury Travel Advisor -- Group Sales and Marketing
2moThanks for sharing, Suresh
Volunteer at Mehrgiti charity
3moI’ve had the chance to visit your beautiful country. That said, there are similar destinations around the world, though often on a smaller scale.... I remember speaking with some Maldivians and asking about the future, especially with climate change threatening the habitability of parts of the islands. Many seemed more focused on the present than the long-term. At the same time, I was surprised to learn that, despite the paradise-like surroundings, the turnover rate in the hospitality sector is high—often due to pressure and burnout. It all points to one core issue: as human beings, we’re still struggling to prioritize what truly matters. I believe “respect” is the key—if businesses, locals, and tourists can all respect the land and the ocean, we can build a more balanced and sustainable future. Not just for the Maldives, but for the planet.
Managing Director
3moWell said ♥️