Maldives Border Miles has been introduced as the world's first loyalty programme for a destination.
The tourism promotion programme was initiated by Maldives Immigration, and developed with the Ministry of Tourism, Maldives Marketing and Public Relations Corporation and Maldives Airports Company (MACL).
From 1 December, members of the three-tiered loyalty programme will earn points based on the number of visits and duration of stay. Additional points will be awarded for visits to celebrate special occasions. The three tiers of Maldives Border Miles—Aida (bronze tier), Antara (silver tier) and Abaarana (gold tier)—will each be defined by a set variety of rewards, services or benefits, which increase in value as members progress.
“The Maldives Border Miles programme... will increase the popularity of Maldives as a tourist destination and provide a path for more marketing and advertising opportunities," says Abdulla Mausoom, Maldives minister of tourism. "In addition, I think that this will further enhance the popularity gained in the key markets of Maldives tourism.”
In times like this, hygiene and health safety remain a concern for travellers—something that's been addressed and taken care of by Maldives authorities. “Maldives Border Miles programme is an innovative way to attract global travellers to the Maldives. To support this, we are focused on our passengers and staff’s health," says Gordon Andrew Stewart, CEO and managing director of MACL.
"We have taken a number of steps to assure that Velana International Airport is a safe airport, for all our travellers. We recently attained the Airport Industry Association; ACI International Health Accreditation certification. This certificate recognises the steps we have implemented to ensure we have all the required health and safety measures in our airport to assure passengers of their safety, while travelling through the airport.”
Maldives tourism reopened on 15 July. A safe tourism guideline was issued by the Ministry of Tourism, along with a certification programme to ensure the safety and hygiene standards of all tourism facilities.