C.E.O Managing Director Karl Stumke, Board Directors, Executive Management and Staff of Bank of Maldives (BML), Representatives from American Express, and the team, Representatives of Maldives Association from Tourism Industry (MATI), Representatives from Ministry of Tourism, Boating Association, Guest House Association and business participating in campaign, Distinguished guests.
And I wish you a very good evening.
I am very much honored to be present here today at third edition of the Experience Maldives campaign. The Maldives is renowned worldwide as a tropical haven, with our sparkling beaches, pristine waters and fascinating seascapes. At the same time, one of our most distinguishing features is our warm welcoming Maldivian hospitality.
I have always said this, and I genuinely believe that our warm hospitality has helped us establish ourselves as a leading tourist destination. Our hospitality is what has made so many people from around the world eager to spend, at least, a few days with us. Campaigns such as this enhance our hospitality skills and offers even more people the chance to experience the Maldives.
We have recorded over 50,000 tourist arrivals within just the first 10 days of this year. This is a 12.6% increase compared to the same time last year. Despite major setbacks due to the COVID-19, our tourism industry has indeed bounced back, thanks to the Government's swift response. I would like to take this opportunity to commend BML for being an important partner to the Administration’s pandemic response.
Esteemed guests.
The Experience Maldives campaign is one of the most exceptional tourism initiatives that puts our country in a spotlight visible to thousands across the globe. I am confident that this innovative partnership between BML and American Express can work wonders by diversifying our reach and boosting our tourism industry to new heights. The Experience Maldives campaign's outreach is impressive, as it targets a potential audience of over 100 million customers of American Express.
This campaign also offers excellent support for numerous businesses. 40 properties including resorts, guesthouses and hotels will be participating in the campaign this year. I am optimistic that this campaign will grant you valuable opportunities to expand your customer-base even further.
The Experience Maldives campaign having the seal of approval from Maldives Marketing and PR Corporation (MMPRC), MATI and the National Boating Association, solidifies its place as a formidable force that will revolutionise our tourism industry.
BML has a long and rich history of providing holistic banking services. The men and women of BML are doing an exceptionally important service, touching the lives of every single citizen, every day, and I am proud of how well they have been doing so, especially the last couple of years. Despite recent obstacles, you have made tremendous efforts to overcome these challenges and taken noteworthy steps to protect customers. I commend the recent security improvements to the internet and mobile banking services, and your continuous efforts to tackle scammers. It is vital to be cautious of scammers and remain mindful of BML’s instructions on these matters. Never share your OTP or login details and stay wary of messages containing suspicious links. If you are unsure of anything please double-check it, and do not trust those who you do not know. The result is just you are losing what you have saved for many, many years.
Lastly, I would like to commend BML and the American Express for this groundbreaking campaign I am confident, will make a significant contribution to our tourism sector and our community. The Government stands committed to assist BML in improving its services. I wish you the very best, and I hope that your campaign is a resounding success.
Before I conclude, I just would like to tell you, it is always a great pleasure for me to be in any such events, which promotes tourism in the Maldives; as everyone knows this is our lifeline. Here I would also like to thank before I get off the stage, those who have helped, those brave people, who have started this tourism industry 50 years ago. I am standing in the first resort that was opened in 1972. I wish it would have been one year less so that we will be the same together, but it is older than me just by one year. This is my 50th year.
It was very difficult, because I have experienced while coming over from Male’ to here, the sea was rough and it was raining. And just imagine those days, those people by very slow boats or with a sail, transporting goods, and also transporting passengers to the resorts. What a risk they took, with those loans during this unpredictable time! But today, I think we all need to just be very cautious. What is happening around the world? The world has changed. Not only with the pandemic but also with the climate impact. The Climate crisis that can never predict what’s going to happen tomorrow. So it is the life of our people here especially in the Maldives, which is a low-lying country, in the first row. The hit is that the Maldives is in the first row. Whatever happens globally, global heating or whatever, our actions hit the Maldives.
So, today I think we also need to change our lifestyles. The way how we spend, the way we work, we have to think in a different way. Everywhere in the world, people are affected. Inflation, supply chain and production, everything. Today we need to save. We have to save our waste; our waste could be another person’s raw material. So this has to be everywhere across the country.
So just, my little advice to my fellow members, my friends, whatever we do we must always try to save for tomorrow. Whatever action we take, we should always save the environment and protect it.
And thank you once again and I wish you a very beautiful evening here in this resort. Thank you very much.