Maldives Immigration announces that over one million tourists have participated in the Maldives Border Miles Programme.
In a message on Twitter, Controller General of Immigration Mohamed Ahmed Hussain said President Ibrahim Mohamed Solih’s optimism for a strong and quick economic recovery after the COVID-19 pandemic boosted the energy to commence the world’s first destination loyalty programme for tourists.
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. It was the first time such a programme was launched in the world. 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. Immigration stated the VIP service will allow the eligible members to rest at the executive lounge in Velana International Airport (VIA) where they will have access to 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. The company is providing technical assistance to develop the programme as part of the agreement.