The Maldives Association of Tourism Industry (MATI) has initiated an year long nationwide awareness campaign, themed “Reethi Raajje – ރީތި ރާއްޖެ”. The campaign is a call to action against littering and to embrace responsible and sustainable waste disposal practices, both on an individual and collective level. MATI, together with Parley Maldives, plans to take the campaign to every atoll of the Maldives.
The campaign also aims to shine a light on the importance of maintaining the Maldives’ natural beauty, which is vital to ensuring the sustainability of not just the tourism industry, but the nation as a whole. The event was targeted at and engaged school students through various educational activities centered around environmental conservation, including Microplastic Collection, Ocean Trivia, and more, all designed to inform and inspire the younger generation about responsible environmental stewardship.
The kickoff event was held on 24th October 2024 in Kaafu Atoll, and the campaign will continue in Addu City on 24th November and Fuvahmulah City on 27th Nov 2024. The campaign will go on to be held in Gaafu Alif and Gaafu Dhaalu Atolls in December 2024; Laamu Atoll in January 2025; Faafu, Dhaalu and Thaa Atolls in February 2025; Vaavu and Meemu Atolls in March 2025; Alif Alif and Alif Dhaalu Atolls in April 2025; Raa and Baa Atolls in May 2025; Haa Alif and Haa Dhaalu Atolls in June 2025; Shaviyani and Noonu Atolls in July 2025; and Lhaviyani Atoll in August 2025, with the last leg ending in Kaafu Atoll in September 2025.