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LUX* South Ari Atoll Maldives Launches New Sustainability Initiatives

Lux*SouthAri_26Nov19

LUX* South Ari Atoll has introduced new sustainability initiatives, offering edible straws, biodegradable cups and plant-based beef. The resort has been working towards a sustainable future by taking various eco-friendly initiatives, and was crowned ‘Leading Eco-Friendly Resort in the Maldives’ at the South Asian Travel Awards 2019.

The new sustainability initiatives focus on eliminating single-use plastic by replacing plastic straws with edible straws and biodegradable cups, and the plant-based beef aims to lessen the various constraints on the environment due to production and consumption of meat-based products. 

Protecting the environment is at the core of everything we do. Our planet needs us now more than ever, and we are proud to demonstrate mindful, sustainable and innovative top luxury. Our guests love it, and for many travellers, a sustainable mindset is a fundamental criteria when choosing a destination.” 

The General Manager at LUX* South Ari Atoll, Jonas Amstad stated,

The edible straws are made using cooked rice flour, tapioca starch and water, and can last up to an hour without softening and eventually dissolving. The biodegradable cups served at the resort’s Cafe LUX* is made from bamboo fibre with biodegradable silicone lids. These cups are dishwasher-friendly and are available for purchasing at the resort’s retail shop. Finally, three of the restaurants offer the vegan option by serving the plant-based beef. 

LUX* South Ari Atoll is a 30-minute seaplane journey away from Velana International Airport. The resort features 193 villas and 8 restaurants serving an array of diverse cuisines as well as 5 bars. Moreover, a 5-star PADI dive centre, two infinity pools, floodlit tennis courts as well as a Technogym fitness centre will be available on the island.  

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Maldives Shines at ATM 2025: Minister Thoriq Highlights Success and Growth Ahead

Maldives ATM 2025 - Arabian Travel Market 2025

The Maldives has made a bold and unforgettable statement at Arabian Travel Market (ATM) 2025, capturing the attention and hearts of visitors with a magnetic mix of culture, innovation, and immersive storytelling. Held in Dubai, ATM is the region’s most influential travel and tourism event, and this year, the Maldives came prepared not just to participate, but to lead.

The Maldives’ Impactful Presence at ATM 2025

Reflecting on the success of the event, Minister of Tourism and Environment, Mr. Thoriq Ibrahim, shared his thoughts on what made the Maldives stand truly shine. He emphasized that ATM serves as a key platform for reaching the luxury travel market in the region, and the Maldives fully embraced the opportunity. With 111 tourism establishments and over 200 representatives taking part, the country delivered a unified message: the Maldives is more than just a destination, it is an experience.

According to the Minister, the Maldives’ stand didn’t just appeal visually; it came alive with music, art, and cultural performances that drew consistent crowds throughout the fair. Moreover, live entertainment brought energy to the space, attracting a steady flow of visitors. Maldives resorts and travel businesses engaged meaningfully with partners, and notably, many reported receiving more B2B appointments than they initially expected, signaling a growing demand.

Collaborative Success Behind the Maldives’ Stand

The Minister also highlighted the collaborative effort behind the success, commending both the individual organizations and MMPRC (Visit Maldives) for working together to present a powerful, unified message. In his view, the presence was well-coordinated and reflective of the Maldives’ true identity and allure.

Additionally, he pointed out that the immersive “Maldivian Evening” event, held on the sidelines of ATM, helped amplify this momentum. The cultural spectacle showcased everything from heritage-inspired fashion to traditional storytelling and gastronomy, deepening the emotional connection with the destination.

“This level of engagement gives me great confidence,” the Minister said, expressing optimism that the strong interest generated at ATM will translate into increased arrivals. With 2 million tourist arrivals achieved in 2024, the Maldives now aims for 2.3 million visitors by the end of 2025.

From strategy to storytelling, the Maldives’ presence at ATM 2025 made one thing clear: the island paradise is setting new standards in destination marketing.


This article was based on an interview with the Minister of Tourism and Environment, Mr. Thoriq Ibrahim, by Sukun Play.

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