Maldives Immigration announced they have been observing an outpouring of support for the Maldives Border Miles Program.

The world's first Tourist Loyalty program was launched in the Maldives on 1 January 2021 with Crossroads Maldives as the initiatives first partner. Many tourists who visited the Maldives within the first two weeks of the new year chose to take part in the 'Border Miles' program.

With three distinct tiers for "loyalty" benefits, the Maldives Border Miles Program, which is especially designed for tourists, offers many perks to partners with special discounts.

The program takes a look at the number of times a visitor travels to the Maldives and the number of days they spend in the country when allocating points, with those choosing to visit the Maldives for special occasions receiving more points.

In addition to this, a mechanism is in place for customers and partners to receive points from the program as well.

Visitors in the Maldives Border Miles Program have the opportunity to belong to and rise up among the following three tiers; Aida (Bronze), Antara (Silver) and Abaarana (Gold), with each tier coming with its own unique benefits.

As a visitor’s points increase, the advantages and benefits they receive with compliments to the Maldives Border Miles Program also increase.

Minister of Tourism Dr. Abdulla Mausoom spoke at the launching ceremony of the Maldives Border Miles Program by describing it as an initiative designed by the government to further promote Maldives among global tourist markets, and help increase Maldives' popularity as the ideal holiday destination so that the nation can create and benefit from a more prosperous tourism industry.

The initiative is lead by Maldives Immigration in association with the Ministry of Tourism, Maldives Marketing and Public Relations Corporation (MMPRC) and Maldives Airports Company (MACL).

Maldives celebrated a historic year in tourism in 2019 with the arrival of 1.7 million visitors to the country.

While the global Covid-19 pandemic brought the Maldivian tourism industry to a virtual halt overnight as travel restrictions were implemented all over the world, the Maldives continued to suffer economically in order to maintain implementation of the health and safety regulations in place to safeguard citizens from the virus.

International borders were opened in the country following four months of travel restrictions in 15 July 2020. Since then, over 100,000 tourists have chosen to visit the Maldives, and the opportune launching of the Maldives Border Miles initiative is projected to advertise Maldivian tourism to world markets and open up new doors to expand and develop the industry despite strains due to the global Covid-19 pandemic.