The Maldives, renowned for its crystal-clear waters, vibrant coral reefs, and luxurious resorts, is a world-class tourism destination. Tourism is the core of the Maldivian economy, significantly contributing to the national GDP. A shift in government regulations in 2009 transformed the Maldives’ tourism landscape. Previously, the Maldives were synonymous with expensive waterfront bungalows on private resort islands. Now, tourists can stay among the local population on the nearly 200 inhabited islands. Despite this opportunity, many guest houses have struggled to reach the market and ensure that tourism benefits the local community. This is evident in the findings of Giampiccoli et al. (2020), which highlight that tourism in the Maldives is primarily dominated by foreign-controlled resorts, leading to an unequal distribution of benefits.
The Maldives faces pressing challenges due to its geographical vulnerability to rising sea levels, with some islands already experiencing noticeable erosion and submersion. This environmental threat underscores the urgency for sustainable tourism practices to preserve local ecosystems and promote ecosystem conservation. Promoting more local tourism models enables communities to be in greater control over tourism development and visitor behavior; however, these stakeholders must be united in a common platform in order to address the many challenges facing destinations like the Maldives.
The Birth of a Sustainable Vision
The Maldives Ministry of Tourism invited Solimar International, under the USAID Climate Adaptation Project, to assist in developing the first Maldives Tourism Climate Action Plan for the tourism industry. During this process, we discovered a group of guesthouses on the Horsburgh Atoll—comprising the inhabited islands of Goidhoo, Fehendhoo, and Fulhadhoo—eager to collaborate in sustainable tourism development that supports local businesses and helps communities adapt to climate change. To support this effort, Solimar co-created these guesthouses and other tourism stakeholders form the country’s first Destination Management Organization (DMO): the Horsburgh Atoll Tourism Alliance (HATA) to support local tourism in the Maldives.
Understanding Destination Management Organizations (DMOs)
A Destination Management Organization (DMO) plays an important role in managing and promoting a destination, ensuring that tourism development benefits local communities, conserves natural resources, and provides a high-quality visitor experience. Around the world, DMOs coordinate the various elements of tourism, from marketing to visitor services, infrastructure development, and sustainability initiatives. In the Horsburgh Atoll, a DMO is crucial, especially in addressing the challenges of promoting sustainable tourism on local islands. Importantly, it gives agency to locals in the decision-making processes and management of their destination, ensuring that their home is developed in a way that aligns with their values and needs. This empowerment allows the community to directly influence how tourism impacts their environment and daily lives.
Solimar International’s Expertise in DMO Development
W
ith over 20 years of experience in supporting destination management organization development, Solimar International brought its expertise to the Horsburgh Atoll, working closely with guesthouse owners, the Ministry of Tourism, the Ministry of Environment, and local governments (Island Councils) to establish the Horsburgh Atoll Tourism Alliance (HATA). This effort began with creating a Sustainable Tourism Destination Management Plan to outline a shared vision for sustainable tourism and the actions to achieve it.
The plan, developed by the USAID Climate Adaptation Project and Solimar International through over a year of collaboration from local stakeholders and the newly established Horsburgh Atoll Tourism Alliance (HATA), addresses key priorities such as environmental conservation, community benefits, and visitor experience enhancement. Key components include an executive summary, a detailed destination overview, stakeholder priorities, and a shared sustainable tourism vision. The plan outlines actionable strategies to protect and preserve the environment, promote local community benefits, improve collaboration and visitor site management, enhance destination marketing and visitor access, and strengthen visitor experiences and product development. Additionally, it introduces HATA, provides an action matrix, and consolidates key performance indicators (KPIs) for ongoing evaluation, ensuring the balanced and sustainable growth of tourism in the Horsburgh Atoll.
Building a Sustainable Business Model for the DMO
Solimar supported HATA by developing a business model and revenue strategy designed for a social enterprise. This model includes marketing and booking community-based tourism products, services, and packages for visitors. Additionally, guesthouse owners and other tourism businesses aim to encourage their customers to make small donations to HATA, helping to sustain the organization and support Maldives community tourism.
The Benefits of HATA
HATA supports nature conservation, climate adaptation, and community benefits. By promoting the sustainable management of the Maldives-protected mangrove park and ensuring that tourism benefits local communities, preserves cultural heritage, and safeguards traditional practices, HATA aims to create a model of tourism that is environmentally sustainable, economically beneficial, and culturally enriching.
HATA’s website serves as a comprehensive platform dedicated to promoting sustainable tourism in the Horsburgh Atoll. It is designed to highlight the atoll’s unique attractions, showcase the efforts of HATA members, and generate income to support ongoing conservation and community initiatives. Booking through HATA’s website supports the ongoing efforts and directly contributes to conservation funds.
The “About HATA” section provides information on the alliance’s mission and vision, emphasizing its commitment to fostering sustainable tourism that benefits both the environment and local communities. It also details HATA’s history and formation and its role in promoting sustainable tourism practices.
Advancing Sustainable Tourism in the Maldives
The establishment of HATA represents a significant step forward in sustainable tourism for the Maldives. In the face of climate change, Solimar facilitated collaboration between public and private sectors, demonstrating that the tourism industry can adapt and thrive. By working together, we can ensure that the Maldives continues to be a leading destination for tourism, benefiting both its stunning natural environment and its vibrant local communities.
