January 4th, 2024, was a grim day for the Maldives’ tourism industry. It all started when Indian Prime Minister Narendra Modi posted on Social Media praising the beauty of India’s beaches in Lakshadweep. The posts immediately sparked a diplomatic row with the Indian Ocean island nation Maldives, which heavily depends on tourism at its beaches. The fuel cannon was dropped when three Maldivian junior ministers responded on social media by heavily criticizing the Indian prime minister. By the evening, something that started as a social media battle transpired into calls from Indian

social media users to boycott Maldives as a tourist destination.

The 'Boycott Maldives' calls quickly gained momentum as Indian travel companies, including EaseMyTrip, MakeMyTrip, and Ixigo, suspended Maldives flight bookings. The country’s tourism sector took a massive hit in the following months. According to the data, the number of Indians visiting the Maldives dropped by 42.2 percent in the first quarter of 2024.

However, the healing process has finally started. The travel companies have quietly resumed flight bookings, and Maldives has made diplomatic endeavors to remedy the situation. As these endeavors continue, the latest news is that the Island’s tourism association and marketing and public relations corporation have invited the recently-crowned T20 world champion Indian cricket team to celebrate its triumph in the Maldives. What transpired over the past few months in the matter is yet another reminder that social media is profound and actions there create significant real-life impact. We delve further into the business landscape in Maldives through this special yearly issue. Do let us know your thoughts.