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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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Top Emerging Markets Driving Tourism Growth in the Maldives

Maldives Tourism Emerging Markets Driving Global Growth

The Maldives has long been a dream destination, known for its breathtaking beaches and crystal-clear waters. However, the tourism scene is evolving, with a new wave of emerging markets fueling its growth. While traditional markets like China, Russia, and the UK continue to play a significant role, it’s the rising influence of countries from Eastern Europe, South Asia, and the Middle East that is reshaping the tourism landscape. This shift signals a diversification in the Maldives’ visitor base, attracting a new generation of travelers from dynamic, fast-growing regions. Let’s explore the top emerging markets that are driving this exciting transformation in Maldives tourism.

Emerging Tourist Markets in Maldives as of February 2025

  • Poland: Poland entered the top 10 in February 2025 with 5,354 arrivals, a notable increase of 681 from the previous year.
  • Kazakhstan: With 2,385 arrivals in February, Kazakhstan maintained steady numbers, reflecting its growing interest in Maldives tourism.
  • Romania: February 2025 saw 2,857 arrivals from Romania, continuing the trend of increased engagement with the Maldives.
  • South Korea: South Korea’s arrivals reached 3,141, marking an increase of 410 compared to February 2024, signaling growing interest from this market.
  • United Arab Emirates (UAE): The UAE saw 747 arrivals, up from 676 in the previous year, continuing its steady growth.
  • Sri Lanka: Sri Lanka contributed 714 arrivals in February, reflecting the rising interest from the region.
  • Bangladesh: Bangladesh registered 2,490 arrivals, indicating a consistent presence in the Maldives market.
  • Serbia: Serbia showed positive growth with 904 arrivals, continuing its upward trend.
  • Turkey: Turkey had 1,096 arrivals in February, marking a modest increase of 66 from the previous year.
  • Egypt: Egypt showed a slight increase in arrivals, reaching 536 in February 2025, compared to 530 in February 2024.

The Maldives’ Expanding Global Reach

The rise of emerging markets is reshaping the Maldives’ tourism sector, with countries from Eastern Europe, South Asia, and the Middle East driving this shift. As a result, the Maldives is increasingly attracting visitors from regions that were once less prominent. This expansion reflects broader diversification, with new markets such as Poland, Kazakhstan, and Romania showing steady growth. Moreover, these countries are not only adding to the tourism numbers but are becoming integral in redefining the Maldives as a sought-after destination for travelers seeking luxury and exclusivity.

This transformation is supported by the Maldives’ strategic efforts to enhance accessibility, particularly through expanded direct flight routes and targeted marketing in fast-growing economies. Thus, these initiatives have allowed the Maldives to position itself as a top destination for an emerging generation of affluent travelers. With sustained growth from these new markets, the Maldives is solidifying its appeal to a broader global audience, ensuring that its tourism sector remains dynamic and poised for continued success.

Top 5 Markets for the Maldives (as of March 2025)

As of March 2025, the Maldives continues to see strong contributions from its traditional markets, with the top five markets based on arrivals being:

  • China – 69,010 arrivals
  • Russia – 59,636 arrivals
  • United Kingdom – 57,944 arrivals
  • Italy – 53,252 arrivals
  • Germany – 39,856 arrivals

These markets have long been key players in the Maldives tourism sector, consistently delivering high numbers of visitors and maintaining a dominant position. Nevertheless, the influence of emerging markets is steadily gaining momentum, further diversifying the destination’s visitor base. While the top markets remain strong, the growth of new regions highlights the Maldives’ evolving appeal and its ability to attract a more global audience, ensuring the tourism sector’s ongoing development.

A Diverse Future for Maldives Tourism

As the Maldives continues to attract a diverse range of travelers, the rise of emerging markets signals a bright future for the country’s tourism industry. With steady growth and the continued strength of traditional markets, the destination’s visitor base is becoming more diverse than ever before. Ongoing efforts to enhance accessibility and target new audiences ensure the Maldives will remain a leading global destination. As new markets continue to gain ground, the future of Maldives tourism looks increasingly dynamic and promising.

Feature Image: OBLU Select Sangeli

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