The Maldives Marketing and Public Relations Corporation (MMPRC) has appointed Sarah Mathews, a seasoned digital marketing expert with over 30 years of experience, as a consultant. This strategic decision reinforces MMPRC’s commitment to strengthening sustainable and inclusive tourism in the Maldives.
Mathews, widely regarded as an “Insight-Cyclopaedia,” has worked with global giants such as Tesla, Coca-Cola, Japan Airlines, and Singapore Airlines. During her decade-long tenure at Tripadvisor, she gained expertise in big data analytics, helping shape impactful marketing strategies across the Asia Pacific region. She also led the Destination Academy, a renowned digital marketing boot camp, and collaborated with major tourism boards, including the Hong Kong Tourism Board and Visit Flanders Belgium Tourism.
In her role with MMPRC, Mathews will focus on refining the Maldives’ tourism brand strategy and exploring the establishment of an industry Technical Committee within focus groups. Her appointment is expected to drive innovation, sustainability, and greater community involvement within the country’s tourism sector.
Mathews made history as the youngest female chair of the Pacific Asia Travel Association (PATA) and is a strong advocate for diversity, equity, and responsible travel. A sought-after speaker, her expertise has been featured on platforms such as CNN, UNWTO, and BBC.
By bringing Mathews on board, MMPRC aims to further solidify the Maldives’ reputation as a world-class destination while championing sustainable and inclusive tourism practices.
