The Maldives Immigration and Maldives Marketing and Public relations Corporation (MMPRC) of the Ministry of Tourism initiated the Maldives Border Miles back in January 2021. The Maldives Airports Company Limited also joined hands with this initiative and this is considered the first-ever destination loyalty program in the world, as it encourages travellers to visit the Maldives over and over again.
Jose Enrique- the former Liverpool FC and Newcastle United defender has been recently appointed as the Brand Ambassador of this program. According to him, this is a great opportunity for him as the Maldives is one of the best tourist destinations in the world to him personally. Every Maldives resort the likes of Kurumba Maldives has expressed their support and is likely to benefit from this new initiative while also maintaining their own loyalty programs individually.