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Maldives to introduce loyalty programme

The Maldives is planning to become the first country in the world to introduce a hospitality loyalty programme.

Normally the preserve of airlines and hotel groups, the loyalty programme will reward tourists with points based on their number of visits and duration of stay. It's the first time a country has introduced such a scheme.

Details of The Maldives Border Miles programme have not been confirmed, but it is expected that it will have three tiers, including Abbarana (Gold), Antara (Silver) and Aida (Bronze). The names originate from the local Divehi language. Visitors who arrive in The Maldives to celebrate a special occasion will be awarded additional points.

“Once the tourist reaches a tally of a specific amount of points, privileges are rewarded with amazing benefits,” said a spokesperson for the Ministry of Tourism. “As they move up the tiers, privileges are enhanced and benefits are made exclusive.”

The Maldives’ economy is heavily dependent on tourism and the country reopened to international visitors in July.

The scheme is expected to launch on December 1.


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