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Soneva Appoints Aisha Ali As New Director of Sales For Maldives DMCs And The GCC Market

Soneva Appoint Aisha Ali as the new Director of Sales.
Soneva, the award-winning luxury resort operator, announced the appointment of Aisha Ali as Director of Sales – Maldives DMCs and GCC Market.

Soneva, the award-winning luxury resort operator, recently announced the appointment of Aisha Ali as Director of Sales – Maldives DMCs and GCC Market. Aisha will be based in Malé, Maldives.

Aisha’s career in the hospitality industry began in 2006 when she was hired in a reservations position for Soneva Gili (now Gili Lankanfushi). In 2009 she joined the Six Senses Resorts & Spas team as a Sales & Marketing Executive, working on sales for Soneva Fushi, Soneva Gili, and Six Senses Laamu until June 2012 when Six Senses was sold. Aisha continued working in the roles of Sales & Marketing Executive and Sales Manager for Soneva Resorts until 2016.

Aisha went on to work for Anantara as the Assistant Director of Sales for Anantara Kihava in the Maldives. There she spent the next two years developing the resort in the Middle Eastern, Chinese and Indian markets, whilst also supporting three other Anantara resorts.

In 2017, she left the resort life and moved back to Malé to spend more time with her daughter. Later, Aisha joined a new B2C travel company called Premier Destination, where she was responsible for launching the brand and establishing it as a high-end, luxury B2C travel company in the Maldives. She also led the overall operation of the company for over three years.

Nationally, only 4% of the workforce in resorts in the Maldives is female, compared to women constituting 45% of the workforce in industries such as education, healthcare and the civil service. The ‘Women in Soneva’ initiative is a recruitment drive aimed at achieving a more balanced representation of female Hosts at Soneva in the Maldives and Thailand. Currently at Soneva Fushi female Hosts make up 14.3% of the workforce, while the target is 30%; Soneva Jani is at 18.26%, with a target of 30%; and Soneva Kiri is at 38%, with a target of 45%.

For Soneva to meet its target of being the best employer of women in the Maldives, the resorts have been implementing the following measures:

1. Aim to improve conditions in the workplace for women and beat the trend of low ratios of female employees in Maldivian resorts.

2. Make Soneva Jani and Soneva Fushi feel as secure and safe as possible for women Hosts.

3. Offering secure women-only accommodation, sitting room and washing areas

4. Ensuring appropriate structures and processes to deal with issues surrounding sexually inappropriate behaviour and sexual harassment.

5. Offer Gender Awareness training for all Hosts to understand the responsibility they have to their fellow men and women, and act accordingly.

6. Ensuring at least one women’s activity a month in the Host Activity Calendar.

7. Providing a wide selection of women’s products at resort canteens.

Feature image by Soneva

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Maldives Signs Partnership with Liverpool FC as Official Tourist Destination

Liverpool FC and Maldives sign Tourism Partnership

The Maldives, renowned for its breathtaking islands and luxurious resorts, has taken a bold step to enhance its global tourism reach through an exciting new partnership with Liverpool Football Club (LFC). Announced by the Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives), this multi-year agreement designates the Maldives as the official tourist destination partner of one of the world’s most iconic football clubs, covering both the men’s and women’s teams. This partnership aims to showcase the Maldives to a vast international audience, thereby driving a surge in high-value tourism to the island nation.

A Global Stage for the Maldives

Liverpool FC engages an audience of over 205 million followers globally, giving Visit Maldives an unparalleled platform to attract potential travelers. By leveraging the club’s influential reach, the Maldives plans to draw an additional 100,000 tourists in 2025, generating over $100 million for the country’s tourism revenue. Additionally, on April 2nd, during a high-profile match against Everton, the Maldives will unveil the partnership, with branding prominently displayed on LED boards at Anfield Stadium, ensuring millions of viewers worldwide see it.

This strategic alliance extends beyond brand visibility at LFC matches. Visit Maldives will place billboards across Europe, targeting affluent travelers in key markets, and secure coverage in LFC’s official publications and digital platforms. With LFC’s TV audience exceeding 211 million per season and 53 million followers on social and digital channels, the Maldives positions itself as a top destination for luxury travelers and football fans alike.

Exclusive Experiences and Sports Tourism

Moreover, this partnership offers the Maldives unique opportunities, including the creation of a Liverpool Academy in the Maldives, further boosting sports tourism. The academy will attract aspiring athletes and football fans, blending their love for the sport with the beauty of the Maldives’ stunning surroundings. In addition, additional fan zones, appearances by LFC legends, and interactive digital campaigns will further engage audiences and drive travel interest.

As a part of this effort, Visit Maldives will incorporate these activations into their global events, fairs, and roadshows, building a cohesive branding presence that emphasizes the Maldives as a luxury destination. The partnership will reach over 397 million people per season, with an expected media value of over $17 million annually, thus delivering a significant return on investment.

A Shared Commitment to Sustainability

Beyond tourism, this partnership reflects a mutual dedication to sustainability. Both LFC and the Maldives commit to protecting the environment, with LFC’s “The Red Way” program promoting sustainability in sports, while Visit Maldives champions ocean conservation and eco-friendly tourism. Since the Maldives faces challenges from rising sea levels and climate change, this collaboration highlights the importance of sustainable practices in preserving the island nation’s unique ecosystem.

Ben Latty, LFC’s Chief Commercial Officer, highlights the mutual goals of sustainability and unforgettable experiences in this partnership. Meanwhile, Ibrahim Shiuree, CEO & MD of Visit Maldives, expresses pride in aligning with Liverpool FC, noting that the collaboration will bring the Maldives closer to millions of passionate football fans and offer them a once-in-a-lifetime opportunity to experience the “Sunny Side of Life.”

Forging a New Era in Global Tourism

This partnership between Visit Maldives and Liverpool FC marks a significant milestone in the Maldives’ tourism marketing strategy. Not only does it strengthen the Maldives’ position as a premier luxury destination, but it also connects with global football fans, inviting them to experience the beauty and tranquility of the islands. Ultimately, by combining world-class tourism with the passion of football, the Maldives aims to capture the hearts of millions, inspiring them to choose the Maldives for their next unforgettable adventure.

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