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Soneva Marks 25 Years of Rare Guest Experiences and a Peerless Sustainable Ethos

Soneva 25 years anniversary
This month, the world-leading, sustainable luxury resort operator, Soneva will be celebrating its 25 years anniversary.

This month, the world-leading luxury resort operator Soneva will be celebrating its 25 years anniversary. Founded in 1995, today the brand is synonymous with ‘intelligent luxury’. Soneva stands renowned for crafting rare and authentic experiences for guests while pioneering sustainability across every level of its operations.

From October 2020 through to 2021, Soneva’s resorts will be hosting a calendar of events and celebrations. The events will recognize many of the ground-breaking achievements and industry firsts the brand has made during its 25-year journey. Soneva is the brainchild of the husband and wife team, Sonu Shivdasani and Eva Malmström Shivdasani. After falling in love with the Maldives while on holiday, the couple discovered Kunfunadhoo, an unspoiled and uninhabited island in the enchantingly beautiful Baa Atoll, opening Soneva Fushi in 1995, the Maldives’ first-ever luxury hideaway.

Over the last 25 years, we have created a new benchmark for luxury and experiential travel. As a business, we understand the importance of crafting enriching, exceptional experiences for our guests and will continue to evolve with their needs in order to surpass their expectations while remaining true to our sustainable ethos and intelligent luxury.

Soneva Founder and CEO, Sonu Shivdasani said.

With its unique ‘no news, no shoes’ philosophy, the resort set a new standard in barefoot luxury. The standards not only transformed the Maldivian tourism industry but also continues to inform Soneva’s role as a leader, trend-setter, and innovator in the world of hospitality. Meanwhile, over the last quarter of a century, the Soneva portfolio has expanded to become a collection of luxurious resorts. Likewise, with each unique destination boasting breath-taking locations, tastefully appointed villas, one-of-a-kind experiences, and a personalized, intuitive service, tailored to guests’ every need.

Soneva Fushi was followed by the launch of Soneva Kiri on Thailand’s fourth-largest island, Koh Kood, in 2009. Soneva in Aqua, a 23-metre ultra-luxury yacht concept, set sail in the Maldives for the first time in 2015. The yacht combines Soneva’s inimitable resort experience with the freedom of a private charter. Most recently, Soneva Jani, located in the Maldives’ idyllic Noonu Atoll and surrounded by a sparkling private lagoon, opened its doors to guests in 2016.

The three Soneva resorts continue to garner a raft of prestigious international awards. In 2020, Soneva Jani was included in the Gold List of Conde Nast Traveler’s Best Hotels and Resorts in the world. In 2019 Soneva Fushi was included on the same list, while Bilanz’s ‘best hotel in the world’ award went to Soneva Jani, and Soneva Kiri was named the ‘number one resort in Asia/Thailand’ in Condé Nast Traveler’s Readers’ Choice Awards. 

To view Soneva’s full 25th-anniversary campaign including a curated collection of videos by Bruno Aveillan, and Soneva’s gallery of old photos since 1995, please visit: www.soneva.com/25-years-of-soneva

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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