Geopolitics is playing a major role in what’s happening between two nations on the tourism front.
In the last couple of days, a social media campaign escalated tensions between India and the Maldives. On X (formerly Twitter), #BoycottMaldives started trending, with users announcing their plans to cancel vacations to the archipelago. Instead, Indian destinations were being promoted not just by travelers, but also by companies and celebrities.
How Did It Start?
Earlier in January, Indian Prime Minister Narendra Modi visited Lakshadweep Island—also in the Indian Ocean. His official account shared his photographs from the trip, including pictures of him walking on the beaches and snorkeling, and he regaled the beauty of this unexplored destination in the country.
Recently, I had the opportunity to be among the people of Lakshadweep. I am still in awe of the stunning beauty of its islands and the incredible warmth of its people. I had the opportunity to interact with people in Agatti, Bangaram and Kavaratti. I thank the people of the… pic.twitter.com/tYW5Cvgi8N
— Narendra Modi (@narendramodi) January 4, 2024
Although Modi didn’t mention the Maldives, a neighbor in the south, social media users inferred it as an effort to draw away travelers from the island-nation. Three Maldivian ministers compared the little-known Indian island to the barefoot luxury destination and denounced India’s capabilities to match up to their hospitality.
Three deputy ministers in the Maldives, Malsha Shareef, Mariyam Shiuna and Abdulla Mahzoom Majid, disparaged Modi on X and called the Indian prime minister a “clown” and a “terrorist.” The tweets have since been deleted and the government of Maldives has suspended all three, distancing itself officially from the remarks.
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Minister of Foreign Affairs of the Maldives Moosa Zameer, said on X, “The recent remarks against foreign leaders and our close neighbors are unacceptable and do not reflect the official position of the Government of Maldives.”
But the damage was done. Diplomatic relations between the two countries–already soured due to the “India Out” campaign championed by Mohamed Muizzu, the newly-elected president of the Maldives–have been further strained.
India has been a long-standing ally for the Maldives. The South Asian powerhouse is a close neighbor and an aid partner to the archipelago, and the leaders have always maintained close ties. However, President Muizzu broke tradition last year when he didn’t choose India for his first diplomatic visit in office. The pro-China leader was elected by employing a divisive and controversial anti-India campaign, and he pressed on getting Indian troops out of the country after coming into power. There are 77 soldiers stationed in the Maldives to offer medical assistance to the island nation.
What’s the Impact?
In 2023, India was the top contributor to tourism in the Maldives. According to government statistics, 2,09,198 Indians traveled to the country in 2023, followed closely by Russia. Even during the pandemic years, Indian tourists dominated the market because the group of islands was easily accessible and open–albeit with restrictions.
Millions of dollars may be at stake in tourism revenue, a major income source for the Indian Ocean archipelago.
After the insulting remarks, online travel aggregator EaseMyTrip suspended all flight bookings on their platform and the company announced special offers to Lakshadweep Island in India.
In solidarity with our nation, @EaseMyTrip has suspended all Maldives flight bookings ✈️ #TravelUpdate #SupportingNation #LakshadweepTourism #ExploreIndianlslands #Lakshadweep#ExploreIndianIslands @kishanreddybjp @JM_Scindia @PMOIndia @tourismgoi @narendramodi @incredibleindia https://t.co/wIyWGzyAZY
— Nishant Pitti (@nishantpitti) January 7, 2024
Another online travel company, MakeMyTrip, posted on X that the interest in Lakshadweep had increased 3,400% since P.M.’s visit and has now launched a “Beaches of India” campaign. Indian airline Vistara’s Chief Commercial Officer Deepak Rajawat said in a media briefing that they were monitoring the evolving situation. The airline operates a daily flights from Delhi and Mumbai to Male.
Rajeev Kale, president of Thomas Cook India, said in an email that interest was rising in Indian destinations. “Our search data for Lakshadweep indicates a significant jump of over 950% compared to December, followed by destinations like Andamans, Goa, Kerala’s Kovalam, Daman and Diu.”
What’s the Response From the Maldives?
The Maldives is doing damage control. It swiftly suspended the three ministers involved in the row and released a statement that their opinions did not represent the government’s views: “The government believes that the freedom of expression should be exercised in a democratic and responsible manner, and in ways that do not spread hatred, negativity, and hinder close relationships between the Maldives and its international partners.”
Various tourism bodies have also extended apologies.
The Maldives Association of Tourism Industry (MATI) remarked that India is a close ally and a significant contributor to the Maldives. “India has always been a first responder to various crises throughout our history and we are immensely grateful to the close relationship that the Government as well as people of India have maintained with us,” the tweet said.
The Maldives Association of Travel Agents and Tour Operators (MATATO) requested EaseMyTrip to resume flights in a letter addressed to CEO Nishant Pitti, explaining that tourism offers livelihood to approximately 44,000 people.
Non-profit association National Hotels and Guesthouses Association of Maldives (NHGAM) also condemned the “discriminatory comments” and called for unity.
All have reiterated that the partnership is significant to the Maldives and relationships should be strengthened despite negative remarks.
Maldivian President Muizzu has also appealed to China, its biggest tourism market pre-pandemic, to send more tourists. He is on a five-day visit to the country, another dent to the India-Maldives relation as the two Asian giants aren’t on friendly terms.
The title of this article -- "Should you boycott the Maldives" -- was ill-advised. Readers who do not go beyond the title may think there is some legitimate reason for such a boycott; while in reality, it seems the only ones interested in such a boycott would be those Indians who are unhappy about some unkind remarks about the Indian prime minister allegedly writted by some members of the Maldives government. However, very few people elsewhere, except perhaps for some Indian emigrants, are going to care about this, and I can even imagine some tourists choosing to reward the Maldives for its independently-minded ministers!
Just another of Modi's antics. He has this 'white beaches' inferiority complex which is compounded by religous mania. Maybe he wants to show that he can emulate the Chinese in the South China sea.
What exactly is the "light meal" on the Premium service? Brightline "advertises" on WMFE, the local NPR station, stating it offers "onboard meal and beverage service." According to their web site (https://www.gobrightline.com/onboard-amenities/snacks-drinks), there are no "meals." Well, I don't include a choice of 4 pre-made bagged sandwiches a "meal." I enjoy the sit-down dining on Amtrak's Miami <-> NYC route.
It seems the new Maldives president started all of this so why are they crying now?
This article reports that his presidential campaign was anti-India, he wants Indian troops out (even though they're there to assist) and he's fostering ties with China instead of India. Yes, he can have both, but historically India has been very good to and for the Maldives. How short-sighted can you be?