At the 2025 Hotelier Maldives General Managers (GM) Forum, Afrah Ahmed, Director of Cards at Bank of Maldives (BML), delivered a compelling presentation on “Digital Transformation in Maldives Tourism,” highlighting how innovation and technology are redefining the nation’s tourism landscape.
Addressing an audience of industry leaders, policymakers, and media representatives, Afrah began by acknowledging the central role tourism continues to play in the Maldivian economy, while underscoring that digitalisation now drives the industry’s pulse. “Tourism remains the lifeblood of our nation,” he said. “Yet today, it is digitalisation that gives this industry its pulse, driving innovation, efficiency, and resilience across the corners of our islands.”
He noted that today’s global travellers are “digital-first” — they dream, plan, book, and pay entirely from their phones, expecting simplicity, security, and speed. For the Maldives, this evolution presents not a challenge but an unprecedented opportunity to enhance the guest experience, strengthen business operations, and position the country as a leader in smart and sustainable tourism.
Afrah shared that in the first nine months of 2025 alone, more than one million transactions were processed via digital payment channels in the Maldives, representing a total value exceeding USD 1.1 billion. “This remarkable volume underscores both the growing confidence of merchants and travellers in digital solutions and our success in building a seamless, secure environment for financial transactions across the tourism industry,” he explained.
As the national bank and a key economic pillar, BML remains committed to supporting the tourism industry’s growth and sustainability. “Over the past five years, we have provided over USD 4 million in financial resources for tourism projects,” he stated. “Our resort loans portfolio now stands at USD 8 billion, supporting everything from new developments to green energy initiatives.”
He went on to highlight the bank’s ongoing collaboration with industry stakeholders, particularly through the Experience Maldives campaign, which BML has launched for the fourth time in partnership with Visit Maldives. “As the National Bank, we are delighted to play our part in reaching the 2025 goal of welcoming 2.3 million tourist arrivals,” he added, acknowledging how Visit Maldives’ digital campaigns have revolutionised global outreach.
Afrah also drew attention to the Tourism Insight Data Platform, a joint initiative between BML and MasterCard, which provides powerful data on visitor spending and behaviour. “This enables resorts and businesses to make informed decisions,” he said. “At the core of this digital shift stands the Bank of Maldives.”
Today, BML’s digital reach extends across every resort, atoll, and major business in the country, ensuring that every merchant can connect effortlessly with global stakeholders. “From luxury brands to locally owned guesthouses, our payment networks ensure every business is digitally linked to our POS terminals, online payment gateways, and corporate internet banking,” Afrah noted. “Guests can pay through Visa, MasterCard, Amex, UnionPay, Diners, Discover, RuPay, Apple Pay, Google Pay, Alipay Plus, and WeChat Pay — reflecting our commitment to inclusivity across all major travel markets.”
He added that BML’s merchants across e-commerce platforms now enjoy seamless digital integration for bookings and contactless checkouts. Beyond payments, however, BML’s efforts are also driving sustainability in the industry. “The Bank of Maldives now offers green financing products specifically designed to support resorts and tourism businesses investing in renewable energy, waste management, and sustainable infrastructure,” he explained. Whether reducing plastic use or introducing water and waste recycling technologies, these initiatives are, he said, “not only good for the planet, but also create long-term opportunities and strengthen brand value.”
Afrah emphasised that digital transformation and sustainability are deeply interconnected. “Our digital connectivity, environment, and responsible tourism sector together attract modern travellers — guests who seek experiences that align with their values,” he said. “Through digital channels, data analysis, and green financing, we are enabling resorts to meet these expectations while strengthening the Maldives’ position as a global model for sustainable tourism.”
Afrah called for continued collaboration among industry stakeholders. “This journey requires all of us,” he urged. “We must continue to collaborate, share data, best practices, and technology, bridge connectivity gaps across islands, and ensure that every business — large or small — benefits from this transformation.”
“The future of Maldivian tourism is not just about technology,” he concluded. “It is about how we digitally innovate and sustainably finance to preserve what makes us unique — our nation’s beauty, our people, and our hospitality. Together, we can create a digitally empowered, environmentally conscious tourism economy that enhances the guest experience, strengthens businesses, and safeguards our paradise.”
Launched in 2016, the Hotelier Maldives GM Forum has become a cornerstone event for the country’s tourism industry. Each edition brings together general managers, resort owners, developers, and senior executives to share insights, exchange ideas, and discuss strategies for innovation and collaboration.
The 2025 Forum, held on 13 October 2025 at Kurumba Maldives, once again convened leaders from across the Maldives’ hospitality sector to discuss digital transformation, sustainability, human capital, financing, and long-term competitiveness — reaffirming its role as the premier platform for thought leadership in the industry.
Partners and sponsors of GM Forum 2025 include:
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