Fathimath Saba Mukhuthar is not (yet) an ambassador, but the noble mission she carries out to spread Maldivian culture makes her one. She is a Maldivian tourism professional, cultural entrepreneur and educator. Her background spans over a decade of experience across tourism operations, education, strategic marketing, and public sector administration. She holds a First Class Honours degree in International Hotel and Tourism Management from UOW Malaysia KDU Penang University College. She has worked in both the frontlines and behind-the-scenes of the tourism industry, and what ties everything together is her passion for heritage, storytelling, and the guest experience.
In September 2024, she co-founded Kiyavahi, a cultural initiative with her best friend and business partner, Aminath Shiufa. Since launching operations in March 2025, they have been steadily growing in the industry.
-I know you from the travel profession. How long have you been working in the tourism industry in the Maldives in the past?
-I started working in tourism in 2014 when I joined Maldives Airports Company Limited (MACL). I worked at Velana International Airport for over three years, where I was responsible for passenger service operations (check-ins, boarding, arrivals). It was a fast-paced role that taught me the foundations of hospitality and the importance of making a lasting impression from the very first interaction.
After completing my degree abroad in 2021, I returned to the Maldives and stepped into a more strategic role as Assistant Manager of Sales and Marketing at International Maldives Travel Market (IMTM). Between 2022 and 2023, I worked on tourism expos, B2B events, digital campaigns, and strategic partnerships that positioned the Maldives for international audiences.
During this time, I also started teaching tourism and hospitality modules at local institutions like Clique College and MAPS College. Teaching gave me the chance to mentor the next generation of tourism professionals and helped me stay grounded in the real challenges and possibilities facing the industry today.
-As I know you worked for very significant companies, organizations.
-I began my professional journey with MACL immediately after finishing high school, working at the airport where I gained hands-on experience in guest handling and learned the essentials of hospitality operations. Later, I completed an internship in Malaysia at Orinea Sky Dining and Bar, which introduced me to international fine-dining standards and taught me the importance of ambiance, presentation, and storytelling in creating memorable experiences.
My tenure at IMTM marked a significant turning point. I led major marketing initiatives, cultivated strong relationships with local stakeholders and international partners, and contributed to shaping the Maldives’ image for trade audiences. This involved developing digital campaigns, organizing client events, and crafting compelling narratives to promote the Maldives as a premier destination.
Following that, I briefly worked at Clique College as a Senior Sales & Marketing Executive before shifting into academia, where I taught courses such as Destination Management and Introduction to the Tourism Industry. Currently, I teach part-time at MAPS College while serving as Bureau Manager and Company Secretary at Maldives Integrated Tourism Development Corporation (MITDC), overseeing executive office operations and board governance. These varied roles have given me a comprehensive understanding of the tourism sector, from frontline operations and brand strategy to executive leadership and decision-making.
We would think that it is a pleasure to work in the tourism industry in the Maldives. Why did you think you had to change?
Working in tourism revealed to me just how much of our culture was being overlooked. The Maldives is often marketed globally as a luxury paradise while that image holds truth, it paints an incomplete picture. Authentic Maldivian experiences were rarely highlighted. Our rich cultural practices, traditional crafts, and unique customs were gradually being pushed to the sidelines, treated as mere footnotes rather than celebrated as central to our identity.
What concerned me even more was how, as Maldivians, we are slowly losing touch with our own heritage. This loss has become so normalized that many in my generation no longer fully understand the depth, creativity, and layers that make up our culture. Especially within the tourism industry, where so much of our nation’s story should be told. This vital aspect remains underrepresented.
That’s why I co-founded Kiyavahi with Shiufa. We both felt a profound need to reclaim our identity and breathe life back into our culture, not as static exhibits in a museum, but as vibrant, living experiences that people can engage with, feel, and carry with them. Our
mission is to showcase the true uniqueness of the Maldives—what truly makes Maldivians who we are—our culture and identity. We want the world to see beyond the luxury and connect with the authentic spirit of our islands, preserving it for future generations while inspiring pride in our own people.
-How did you take it upon yourself to introduce visitors to the Maldives to Maldivian culture? Describe to us your present activity!
-Currently all my work has been put into building Kiyavahi. Kiyavahi is a cultural platform dedicated to reconnecting the tourism industry with the true soul of the Maldives, its people, traditions, and heritage. We specialize in creating, curating, and delivering immersive cultural experiences that bring Maldivian identity to the forefront. Whether in resorts, guesthouses, or local islands, we offer tourists a meaningful way to engage with our culture beyond the surface.
Our experiences are designed to be hands-on, personal, and memorable. Guests don’t just observe, they participate, create, and leave with lasting impressions and meaningful souvenirs. For example, in our kasabu gethun workshop, visitors explore the rich history of
Maldivian embroidery, learn the techniques, and craft their own keepsakes—like a bracelet, bookmark, or small decorative piece—to take home.
We also offer island-style culinary experiences that invite guests into the heart of Maldivian life. Guided by local chefs, participants learn to prepare simple, flavorful dishes using local ingredients, culminating in a shared feast that brings everyone together around the table. For those drawn to rhythm and movement, our music and dance sessions provide an energetic connection to the islands. Guests can try their hand at playing boduberu drums or learn a traditional dance directly from local musicians, experiencing the pulse of our culture firsthand.
But Kiyavahi is more than just an experience provider, it’s a platform for empowerment. We connect local creatives with the tourism industry, addressing a long-standing gap where culture has often been used as a decorative backdrop with little intention to support the people behind it. Many of these communities have gone undercompensated, unrecognized, or overlooked entirely.
At Kiyavahi, we’re changing that narrative. We offer fair compensation, meaningful visibility, and long-term collaboration opportunities for the communities who carry our traditions.
We see culture not as a performance, but as a living, evolving experience, something that can transform how guests understand and connect with the Maldives.
Today’s travelers don’t just seek a beautiful view, they seek a story, a connection, a memory. At Kiyavahi, we don’t just offer a scenic journey. We offer a cultural one, rooted in the past, alive in the present, and carrying the spirit of the Maldives into the future.
-Where and how do you do this, with whom?
We’re based in Malé, but our work extends across the Maldives. We design customized cultural experiences and activity packages for resorts, guesthouses, and event organizers, tailored to suit the preferences of guests and the specific needs of each host property.
Some of our offerings run as scheduled programs, while others are curated for special events, festivals, or heritage-themed celebrations.
At the heart of what we do is direct collaboration. We work closely with local artisans, performers, chefs, and community elders from various islands to thoughtfully curate every detail of each experience. We don’t outsource culture, we co-create it. This means co-developing programs, training facilitators, sourcing materials locally, and ensuring creators are paid fairly for their contributions. We also serve as a bridge between cultural practitioners and the tourism industry, helping both sides find common ground and communicate effectively. Shiufa and I lead Kiyavahi together, she drives operations and research, while I focus on creative direction and stakeholder engagement. Over time, we’ve built a vibrant network of talented individuals who are just as passionate about preserving and celebrating our cultural heritage as we are.
The response so far has been incredibly encouraging. Guests often express surprise at the richness and diversity of Maldivian culture, many didn’t know this side of the Maldives existed. Whether it’s someone learning how to make a traditional kasabu bracelet or participating in a hands-on cooking session, the emotional connection they experience is real and lasting. Some have even said that the cultural activity they joined was the highlight of their entire trip.
Resorts and guesthouses are also beginning to recognize the deeper value of culture, not just in terms of guest satisfaction, but as a way to stand out. Cultural experiences add dimension to a stay. They turn a vacation into a story, a memory, something personal and meaningful. We’re currently in the process of developing several new experiences in collaboration with partner properties, and we’re excited to welcome guests into these cultural journeys in the coming months.
-For me it seems that this work or let us say the mission deeply touches you.
-This work isn’t just business, it’s deeply personal. I spent much of my life not truly exposed to the culture of our country. Growing up in the city, I rarely experienced the essence of the Maldives beyond the surface. But I want the generations after us to live and breathe it, to know the meaning behind our clothes, our patterns, our songs, and to see our heritage as something alive, not forgotten.
Culture isn’t something we put on display for others; it’s something we carry within us. I want Maldivians to feel proud of who we are. And I want our guests to leave with more than just photos of turquoise waters, I want them to carry with them the spirit of our people, our resilience, creativity, and the stories that have shaped these islands.
Through Kiyavahi, we’re building more than a business, we’re building a community. One that values authenticity over performance, storytelling over spectacle, and real connection over passive consumption.
If there’s one message, it’s this: The Maldives thrived for centuries before the world knew our name. We were resilient people who found creative ways to live in isolation. Come for the beauty of our beaches, but go home with the story of our people.
