Mohamed Bassam Adam, who assumed the role of Deputy Managing Director at the Maldives Marketing and Public Relations Corporation (MMPRC) in January 2024, has announced his resignation effective July 10, 2024. According to an MMPRC official, Bassam resigned following the dissolution of his role as part of structural changes under the government’s fiscal consolidation policy.
Addressing his departure on platform X, Bassam tweeted, “I am resigning with full respect for President @MMuizzu’s cost-cutting measures. I am proud of my tenure at @mmprc_corporate, where I worked to enhance staff well-being, boost destination marketing, and foster international partnerships. I am grateful for the support and opportunities.” While his departure may be surprising, his positive impact on the organisation and the Maldivian tourism industry is undeniable.
Despite the challenges of a government transition on November 17, 2024, which halted several projects, Bassam ensured the Maldives’ successful participation in the 2024 ITB Berlin fair. Bassam managed to pull off the best ITB fair with the team’s united effort. Industry experts, hotels, and resorts that participated credited Bassam’s leadership and the team’s collective hard work for the success of the Maldives pavilion. International participants worldwide praised the Maldives’ display, highlighting the importance of team empowerment and particularly the contributions of MMPRC, notably its predominantly female staff.
At the start of 2024, MMPRC planned extensive promotional activities and marketing fairs, significantly boosting tourist arrivals. For instance, in January 2023, the Maldives welcomed 172,000 tourists. By January 2024, this number surged to 192,000, reflecting a promising trend that continued positively through June 2024. The figures illustrate the positive impact of the marketing initiatives spearheaded by Bassam and the hard work of industry stakeholders. The surge in tourist arrivals can be largely credited to the collaborative efforts and the strong leadership under Bassam’s direction. His strategic vision and confidence inspired a unified approach that significantly boosted the tourism sector.
In January 2024, the social media dispute fuelled by hyper-nationalism in both India and the Maldives had adverse effects on bilateral relations, including tourism. “Navigating the India-Maldives social media conflict was a testament to the resilience and unity of our industry. Despite the challenges, our collective efforts ensured that we maintained our position as a top tourist destination. In the future, too, I look forward to continuing to work closely with industry partners, stakeholders, and international allies to strengthen our destination marketing further and drive sustainable growth in Maldivian tourism,” says Bassam.
The significant restructuring in MMPRC’s management in May 2024, occurred amidst media reports of internal turmoil. Following Fathimath Thaufee’s dismissal as Managing Director in May 2024, Bassam was appointed Acting Managing Director in recognition of his expertise and proven leadership capabilities. Bassam consistently demonstrated integrity and a steadfast commitment to due process throughout this challenging period.
Under Bassam’s leadership, significant changes were implemented to enhance employee well-being, including the ongoing introduction of a staff health insurance policy. He also played a pivotal role in promoting women’s empowerment in the Maldives, advising the president on appointing female managing directors. Additionally, Bassam reinstated overtime for employees, underscoring his dedication to enhancing staff welfare.
Bassam cultivated a collaborative environment by regularly consulting with the Chief Financial Officer (CFO) on financial matters and adhering rigorously to established policies. Adam’s leadership style fostered openness and ethical practices throughout the organisation, demonstrating his commitment to transparency, employee welfare, and ethical conduct. His dedication during his tenure underscores his character and leadership capabilities.
When asked about his future plans, Bassam stated, “My efforts will continue to centre on tourism. My goals include advancing the Maldivian tourism industry, fostering global diplomatic and private sector relationships, and encouraging foreign investments. I am dedicated to elevating Maldives tourism to new heights, ensuring it becomes a year-round destination without off-seasons. Furthermore, I will support the current government and uphold President Dr. Muizzu’s commitments to grow the economy and build diplomatic relationships impartially, without favouring any particular country.”
