Around 900,000 tourists have participated in the Maldives Border Miles Programme.
The Maldives Border Miles programme was initiated in January 2021 by Maldives Immigration to promote Maldivian tourism following the economic strains caused by the closure of borders due to the COVID-19 pandemic. This was the first time such a programme was launched in the world. Maldives Border Miles programme, the world's first destination loyalty programme, has so far attracted 900,000 tourists, marking a major milestone.
There are three categories in the Border Miles programme, which are Aida (bronze tier), Anantara (silver tier) and Abaarana (gold tier). Each tier is defined by a set variety of rewards, services or benefits, which increase in value as members progress. Maldives Immigration stated the VIP service will allow the eligible members to rest at the executive lounge where they will have access to plenty of refreshments, a mini duty-free shop, and wifi.
More than 26 partners have participated in the programme so far. An associate partnership was also signed with Agoda, the world's largest travel platform. Under the agreement, the company is providing technical assistance to develop the programme.