The Maldives is often associated with luxury resorts and pristine beaches, but beneath the surface lies a growing movement toward sustainable tourism. When Ruth Franklin, Co-founder of Secret Paradise Maldives, first stepped onto the white sands of the Maldives over two decades ago, she was just another traveller seeking underwater adventures. Little did she know that her repeated visits — over 30 of them — would spark a revolutionary approach to tourism that would challenge everything tourists thought they knew about island holidays. Today, as Reef-World's newest corporate partner, Secret Paradise is taking their commitment to marine conservation to new heights.

More than a tour company: A mission-driven experience

What began as a personal love affair with the Maldives transformed into Secret Paradise Maldives, a tour company that does far more than show visitors picture-perfect beaches. Unlike traditional tour operators, Secret Paradise Maldives focuses on sustainable travel in the Maldives. It’s a mission-driven organisation that prioritises environmental and cultural sustainability in every journey.

The magic of Secret Paradise Maldives lies in its fundamental belief that travel should be transformative. Instead of isolating tourists in the luxury bubble, their tours invite visitors beyond resort islands, offering unique opportunities to live alongside local communities. Imagine sharing afternoon hedhika (traditional snacks) with a Maldivian family, learning about their lives and culture firsthand and exploring the breathtaking marine environment responsibly.

Secret Paradise Maldives ensures that tourism benefits local people and preserves the rich cultural heritage of the Maldives. This isn’t just tourism — it’s cultural immersion, something that doesn’t come by easily or readily provided by traditional tourism.

Sustainability at the core: Marine conservation is more than just a buzzword

It’s the company’s commitment to marine conservation that truly sets them apart. They integrate sustainable practices at every level. They work closely with local island guesthouses, reducing reliance on resource-intensive resorts. Their guides aren’t just tour guides, they’re certified marine experts trained by organisations like the Manta Trust, Olive Ridley Project and Resilient Reefs. The guides educate guests to ensure that they leave with a deeper understanding of the fragile ecosystems they are exploring. Each tour becomes an educational journey, where visitors don’t just observe marine life — they learn how to protect it.

Protecting coral reefs through responsible snorkelling

As part of their commitment to marine conservation, Secret Paradise became a Green Fins Member. Understanding that coral reefs are the lifeblood of the Maldivian ecosystem, they’ve integrated the Green Fins Code of Conduct into every aspect of their tours. The Maldives boasts some of the world’s most diverse and vibrant coral reefs — but like so many places in the world, these delicate ecosystems are under threat. By adopting Green Fins guidelines as well as supporting the work of Reef-World through our corporate partnership, they are showing their sustainability credentials by ensuring that every snorkelling experience minimises environmental impact.

Turning tourists into environmental advocates

By adopting Green Fins guidelines, Secret Paradise Maldives ensures that every snorkelling experience minimises their environmental impact. Their guides provide comprehensive briefings that educate guests on responsible marine life interactions such as observing marine life without disturbing them. This ensures that visitors enjoy the Maldives’ underwater wonders in a sustainable way. Transforming them from potential environmental risks to active marine conservation advocates who help protect these ecosystems for future generations.

Secret Paradise Maldives are constantly encouraging their guests to reduce their environmental footprint. They provide guests with practical tips such as using non-toxic sunscreens, minimising plastic waste and respecting local customs to ensure their presence has a positive impact. On a tour with them, you might find yourself participating in a beach cleanup, learning about coral restoration or hearing firsthand from local conservationists about the challenges facing the Maldivian marine environment.

“Secret Paradise Maldives contributions have been invaluable, particularly in introducing sustainable and responsible tourism to the Maldives. This has greatly enhanced the tourism industry, allowing guests to enjoy a meaningful vacation while leaving positive footprints, gaining knowledge and enjoying the real sunny side of Maldives”. — Hassan (Beybe) Ahmed, Chief Executive at Save the Beach Maldives

Empowering local communities through sustainable tourism

Their impact extends far beyond the surface. By collaborating with local communities, Secret Paradies Maldives ensures that tourism revenue directly benefits Maldivian families. They employ Maldivian staff and support local community initiatives. This community-first approach not only creates authentic travel experiences but also strengthens the resilience of local economies.

One of their tour leaders, Fayaz 'Kamey' Hussain, was awarded a scholarship for the 2024-2025 Climate Friendly Travel (CFT) Diploma last year. The CFT Diploma is the world’s first and trains students to support travel & tourism companies and communities in becoming sustainable and climate resilient; as well as in transforming to achieve zero greenhouse gas emissions by 2050.

“Our commitment as a business is super important because we need to preserve what we have right now and be responsible for our actions to protect future generations. In tourism we should be role models to lead change”. — Hussain "Kamey' Fayaz, Tour Leader

Redefining travel: Join the movement for sustainable tourism

Secret Paradise Maldives is leading the way in sustainable tourism in the Maldives, showing that sustainability and adventure can go hand-in-hand. For travellers seeking more than just a holiday in the Maldives and want to make a positive impact, Secret Paradise Maldives offers a different way of experiencing the Maldives. Your travel can be a force for good — connecting cultures, supporting communities and protecting our planet’s most vulnerable ecosystems.