Maafushi island, the Maldives’ most popular guesthouse destination, has launched a tourism brand specific to the island under the name “Heart of Maldives”, marking a renewed focus on sustainability and the preservation of its local character.
The brand was unveiled at a special ceremony held on the island on Friday, attended by former president Mohamed Nasheed, who approved the introduction of guesthouse tourism in the Maldives during his administration.
Former tourism minister Abdulla Maumoon, members of the Maafushi Island Council, guesthouse operators, tourism workers and island residents also took part in the event.
Maafushi, located in Kaafu Atoll, was the first island to pioneer large-scale guesthouse tourism. The island now hosts numerous guesthouses and multi-storey hotels, attracting tens of thousands of tourists each year. The growth of tourism has driven up land values and expanded related businesses on the island.
Speaking at the ceremony, Nasheed urged residents and businesses not to lose Maafushi’s natural and cultural identity in pursuit of improved services.
“The brand of Maafushi is that this is an island that supports nature,” Nasheed said. He added that development should not violate nature through inappropriate buildings, customs or practices.
Nasheed called on the community to use its resources, especially natural resources, in ways that enhance life around the island. He stressed the need to restore and enrich the coral reef surrounding Maafushi, warning that climate change has made such mitigation measures urgent.
“The outcome should be that this is an island that actively reduces the damage climate change is doing to the world and produces results,” he said.
He also highlighted infrastructure and environmental challenges on the island, noting that Maafushi discards about 12 tonnes of waste each day. Nasheed said waste should be made fully recyclable and urged the installation of proper wastewater treatment systems instead of discharging untreated waste.
As energy demand grows, Nasheed said renewable energy generation should be prioritised. He also advised against paving roads with asphalt, a practice common on other islands.
“Development is not concrete,” the former president said. “Development is what happens to us. It is a positive change that comes to us.”
Describing Maafushi as both a village and a tourist island, Nasheed said no action should be taken that would destroy its tropical character. He added that Maafushi should serve as an example of sustainable island development across the Maldives.