Amid the border closure during March 2020, the only way to adapt to the changes was to embrace innovative techniques and new technology-based solutions. As such, IMUGA, the digital platform for the immigration services of the Maldives, was introduced.
One main objective of that platform was to ensure the safety measures as far upstream as possible in the travel process, by minimizing the risk of infection in the airport environment. The Traveler Health Declaration (THD) was introduced to collect travelers’ health information. THD guarantees that all travelers are empowered to take more control of their travel journey, including the responsibility of evaluating their level of health risk before a journey.
In another step to increase engagement and attract travelers, Maldives Immigration in partnership with the Ministry of Tourism, Maldives Marketing and Public Relations Corporation and Maldives Airports Company Limited (MACL), initiated the introduction of the world’s first destination loyalty program, the Maldives Border Miles, focused on tourism promotion.
The biggest challenge to the program lies in the fact that it is the first of its kind in the world. We are exploring new options to attract visitors as much as possible. I believe the difficulty lies in promoting the loyalty program effectively throughout the globe. However, I also believe that with time and our marketing efforts, this will become a huge success.