With increasing demand from travellers for responsible tourism, we take a look at one resort’s community programme
In 2025, a significant travel trend is the continued and growing demand for sustainable and responsible tourism. Travellers are becoming increasingly conscious of their impact on the destinations they visit. And according to Booking.com, for the first time, more than half the travellers they surveyed said they are now conscious of tourism’s impact on local communities, as well as the environment.
A small number of resorts in the Maldives have pledged to try to make a positive local impact, and one of those that consistently delivers is Velaa Private Island. The five-star Noonu Atoll resort has just launched the 2025 edition of its flagship community programme, Fehikuramaa. Fehikuramaa means ‘Let’s make the environment greener’ in Dhivehi, the Maldivian language. The initiative has been running for five years and focuses on promoting nutrition and healthy living across all 13 inhabited islands (island communities) in Noonu Atoll.
Fehikuramaa 2025 kicked off with an inauguration ceremony on Landhoo Island on September 1st and continues all month. For the first time, the event is being organised in collaboration with UNFPA Maldives, the UN’s sexual and reproductive health agency.
The schedule includes several specialists holding sessions with students and families to give them practical knowledge for eating well and staying active. Every student will receive two giveaways of a nutrition-divided plate to help guide healthy portions at home, and a gym bag to try to encourage daily movement.
Resident Manager of Velaa Private Island, Mohamed Mausoom, said: “Fehikuramaa was created to meet community needs island-by-island, and this year we highlighted the everyday habits that shape lifelong wellbeing.
“Our aim is to empower students with simple tools and knowledge they could use immediately, at school, at home and in their communities”.
The Fehikuramaa activities were developed in partnership with local councils, schools, and community groups, reflecting the close relationship between Velaa Private Island and the surrounding communities.
Head of Office UNFPA Maldives, Shadiya Ibrahim, said: “Everyday choices in food practices and interaction with the natural surroundings determine future health outcomes.” She added that UNFPA continues to bring together partners from the private sector and technical fields to foster a more equitable and inclusive society, particularly for women and young people in island communities.
Fehikuramaa 2025 follows on the heels of Velaa Private Island’s donations of MVR 500,000 ($32,450 USD) in May to the Cancer Society of Maldives and the Maldives Autism Association.
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