At TourismTiger, we’re usually the ones dishing out advice, whether it’s giving tips on building your first professional website, optimizing your site for bookings, or fine-tuning your marketing strategy. But today, we’re flipping the script. As climate change continues to reshape the world we travel, we believe it’s crucial to highlight voices leading the way toward a more responsible tourism industry. That’s why we’re thrilled to connect with one of our longtime clients, Ruth Franklin, founder of Secret Paradise Maldives(opens in a new tab), a pioneer in eco-tourism and sustainability initiatives in one of the world’s most vulnerable destinations.
Through our conversation, Ruth offers candid insights into the unique challenges faced by operators in the Maldives, from water scarcity to food sustainability, and the important role education plays in creating mindful travelers. She shares how small actions, thoughtful partnerships, and a commitment to values over profit can ripple out into meaningful change, not just for the environment, but for the communities that call these incredible islands home. Whether you’re an established operator or just starting out, her story is packed with inspiration (and practical advice) on what sustainable tourism can and should look like.
TourismTiger: Are there any sustainability challenges unique to tourism in the Maldives that operators in other destinations might not encounter?
Ruth: While the following are not just specific to Maldives but to many island states or locations off the beaten path, they are aspects of travel that consumers do not necessarily take into account.
- Pressure on Natural Resources – water supplies particularly, which are naturally scarce in the Maldives. Many islands rely on groundwater wells or desalinated water, which is energy-intensive to produce.
- Food – imported food – over 95% imported, increasing carbon footprints and reducing food sustainability. In 2023 imported food accounted for almost 20% of merchandise imports.
TT: What advice would you give to small tour operators wanting to build more sustainable supply chains in island nations?
Ruth (in summary): Focus not just on environmental sustainability but also on the social and economic aspects of your supply chain. Building strong, trust-based relationships with local suppliers is essential: be transparent and foster open communication to align sustainability goals and avoid misunderstandings. Ensure fair profit sharing so local providers are properly compensated for their contributions, and prioritize ethical working conditions across your network. Tailor your sustainability practices to respect local cultures and economic realities rather than applying a one-size-fits-all approach. By integrating these principles, you’ll create a more inclusive, resilient, and genuinely sustainable tourism supply chain that benefits everyone involved from suppliers to travelers.
For a more in-depth exploration of this topic, read Ruth’s full article at this link(opens in a new tab).
TT: Do you offer any kind of pre-trip orientation or educational resources to help guests be more mindful travelers before they arrive?
Ruth: Yes, I believe that responsible travel starts well before our guests set foot in the Maldives and also plays a part in the booking process. Our enquiry follow up communication includes links to articles that are relevant to a particular product or to responsible travel in general – flights – carbon emissions, packing etc. After booking our clients receive a Welcome Pack, Suggestions on how to Travel Responsibly in the Maldives, a link to our Marine Education Hub(opens in a new tab) and to our Responsible Travel Pledge(opens in a new tab). All designed to help travelers arrive informed, prepared, and ready to travel mindfully.
TT: How do you balance offering “authentic” experiences without overwhelming or exploiting small communities?
Ruth: We keep our tour groups intentionally small and low-impact, which reduces environmental and social pressure on host islands, allows for more genuine connections between guests and locals. We don’t showcase activities in a staged way, so on island tours what we see happening on the island can be different one day to the next. For cooking experiences or meals shared with locals at their home, transparent communication is key in helping guests understand that they’re entering someone’s home and not a tourist attraction. Ensuring that our hosts are paid fairly, even when their hospitable nature means they try to decline! Ultimately, our role is to facilitate meaningful connections between visitors and local communities in a way that respects Maldives culture, supports livelihoods, and safeguards traditions. The foundation of this is mutual respect, open dialogue, and shared decision-making.
TT: Have you seen a shift in how local communities perceive tourism since Secret Paradise began operating?
Ruth: There’s been a noticeable shift in how local communities perceive tourism since we began operating, and much of that change is rooted in the growth of the guesthouse industry, which truly took off in 2011, the year before SP was launched. This development marked a turning point in Maldives tourism, allowing local communities to directly participate in and benefit from the industry for the first time. Before guesthouse tourism was introduced, local communities often saw tourism as something separate – confined to resort islands, disconnected from everyday Maldivian life. But with the legalisation of guesthouses on inhabited islands, communities acquired the opportunity to be part of the tourism industry. At Secret Paradise Maldives, we are proud to be among the first to embrace this change. Since our early days, we’ve been working hand-in-hand with local guesthouse owners, local families and NGOs, creating experiences that reflect their culture, values, and daily life.
Cultural sensitivity (including dress codes and photography) is far more relaxed now than at the beginning, on popular local islands close to male communities are rightly or wrongly far more tolerant of standard of dress, while guesthouse tourism has opened doors for more inclusive tourism in the Maldives, it’s also introduced new challenges and negative impacts:
- Positives – employment of youth in dive centres and watersports, supports livelihoods and entrepreneurship
- Negatives – on popular local islands tourists outweigh the number of locals, pressure on Infrastructure and resources, environmental degradation, land usage and capacity management, uneven economic distribution (islands closer to Male benefit the most), limited regulations or policing of those in place.
TT: You’ve had a hand in helping local partners improve their sustainability practices. Can you share a specific success story where a local supplier made a major shift?
Ruth (in summary): One of the most impactful examples is the shift among island guesthouses and hotels toward genuinely sustainable practices(opens in a new tab) in response to rising traveler expectations. Simple, low-cost steps like reducing linen and towel changes, switching to low-energy lighting, cutting water and energy waste, eliminating single-use plastics, and offering ocean-friendly activities – have helped local suppliers reduce their environmental impact while improving guest satisfaction. These changes not only benefit the environment but also support local communities and align with global sustainability trends.
TT: How do you handle the challenge of balancing tourism growth with environmental conservation in such a delicate ecosystem like the Maldives?
Ruth: In many ways, initially starting with small groups and prioritizing education-driven experiences such as including Green Fins Briefing before snorkeling activities. This has further developed with conversations about how climate change impacts the Maldives and providing opportunities for guest involvement in citizen science (e.g., logging turtle or manta sightings). We work alongside & financially supporting local NGOs and marine life organisations in the work & projects they do. We provide ongoing training and development of our local Tour Leader team who have in turn created a training program to support the education and development of other local guides and excursion leaders. We advocate for change within the industry and with other tourism stakeholders. Most recently we have started to Measure Our Impact (still need to get better at this) so that we can adapt, reviewing what we do and how we operate annually. Making the right decision to support our values and goals not because of profit (although it is important it is more about how do we achieve profit while doing what is best for people planet profit).
TT: What advice would you give travelers who want to be more conscious and impactful tourists – especially in ocean-based destinations like yours?
Ruth: Head over to our Responsible Travel Pledge(opens in a new tab)!
TT: How do you rely on your website to effectively communicate your unique projects, experiences, and conservation efforts?
Ruth: Our website serves as a platform to showcase not just what we do, but why we do it. Hopefully we educate and inspire through our blogs(opens in a new tab), education hub(opens in a new tab), impact information and reports(opens in a new tab) etc.
Certifications like our Travelife Partner Award, involvement in Travel4Impact, and partnerships with sustainability networks are all powerful indicators of credibility. Having a visible, dedicated section for awards and affiliations helps guests feel confident in choosing us.
Flexibility of TourismTiger allows us to update regularly and add new sections. Over the past 12-18 months we have added carbon measurement to all tours and the positive impact a guest will contribute to on each tour.
Final Thoughts
Ruth Franklin’s work with Secret Paradise Maldives offers a powerful example of what responsible tourism can look like when it’s rooted in local partnerships, cultural awareness, and genuine care for people and the planet. Her insights remind us that sustainability isn’t about grand gestures – it’s about consistent, values-driven choices that build trust, benefit communities, and protect fragile ecosystems. Whether you’re just starting out or looking to evolve your approach, Ruth’s story shows that with the right mindset, small operators can lead big change.
A big thank you to Ruth for taking the time to share her experience, insights, and passion for sustainable tourism. We’re proud to work with people like you who are making a real difference. To learn more about Ruth and Secret Paradise’s initiatives, visit https://secretparadise.mv/(opens in a new tab).
Find this article useful? Enter your details below to receive your FREE copy of 95 Epic Places To List Your Tours and receive regular updates from Tourism Tiger and leading industry experts.
By submitting this form, you agree to Tourism Tiger contacting you via email.
"*" indicates required fields