'Thoughtful Demand Creation': Minister Zameer Endorses BML's 'Experience Maldives' Campaign in Amex Tie-Up

Moosa Zameer, Minister of Finance and Planning, has described the Experience Maldives campaign as a strategic instrument for advancing the nation’s tourism sector. He made the remarks at the official launch of the fourth edition of the destination marketing initiative, introduced by the Bank of Maldives (BML) in partnership with American Express.

The campaign seeks to reinforce the Maldives’ reputation as a leading luxury travel destination. It is directed at American Express card members across global markets.

Characterising the campaign as a strategic instrument for advancing the nation’s tourism sector, Minister Zameer underscored its potential to elevate the Maldives’ global profile and to open new pathways for industry growth. He noted that initiatives of this kind help position the country more decisively within the luxury travel market.

The programme introduces a suite of exclusive benefits for American Express cardholders, including streamlined booking options at resorts, liveaboards, and local merchants. Minister Zameer stated that these offers are designed to enhance access to the Maldives’ cultural heritage and natural beauty.

A central aim of the campaign is to stimulate the domestic economy, with particular emphasis on small and medium-sized enterprises (SMEs) operating within the tourism sector. Minister Zameer underlined the initiative as a deliberate strategy to generate demand and extend visitor stays. “This represents a thoughtful approach to creating demand. The campaign will encourage tourists to spend longer periods in the Maldives. As a result, it will also open clear pathways for small businesses to engage with new customers,” he said.

The partnership also aligns with the government’s broader vision for sustainable tourism development. Minister Zameer reaffirmed the administration’s commitment to policies that protect coral reefs, reduce waste, increase community participation, and improve service standards. He underscored the importance of diversifying the country’s tourist source markets, noting that the collaboration between BML and American Express supports the government’s strategic objectives.

This latest campaign builds on previous efforts under the Experience Maldives banner. According to BML, earlier iterations successfully delivered premium services, exclusive rates, and complimentary amenities to American Express card members, enriching their travel experiences throughout the country.