Seaside Finolhu Baa Atoll, a beacon of modern luxury in the Maldives, has taken a significant step forward by appointing Edvena Perpetual D’Souza as its new Director of Sales & Marketing. This strategic leadership change signals the resort’s bold ambitions for global growth and the upcoming launch of Seaside Collection’s ultra-luxury sister property, .Here Baa Atoll.

With over 25 years of international luxury hospitality experience, Edvena joins with a formidable record. Her career spans senior leadership roles across the Middle East, Europe, and Asia, having shaped the commercial success of some of the world’s most iconic private islands and high-end resorts.

Global Vision with Deep Regional Expertise

From Velaa Private Island in the Maldives to Laucala Island in Fiji, Edvena has redefined ultra-luxury travel. Her commercial acumen is matched by creative storytelling and data-driven strategy, aligning perfectly with Finolhu’s forward-thinking identity. At .Here, she will lead sales and marketing from inception, curating a launch that sets new industry benchmarks.

Her deep ties to the Maldives give her an edge in one of the world’s most competitive markets. She understands what drives high-net-worth travelers—and how to turn vision into revenue. Her leadership comes as tourism in the Maldives grows increasingly personalized, experience-led, and sustainability-focused.

Driving Commercial Innovation Across Two Iconic Resorts

Edvena will oversee all aspects of global sales, marketing, branding, PR, and distribution for both Finolhu and .Here. Her mission: to enhance brand equity, expand market penetration, and deliver bold experiential campaigns that resonate with luxury travelers worldwide.

The Maldives is entering a new era of island experiences. Finolhu, with its playful personality, design-forward identity, and immersive lifestyle offerings, has already carved a niche in the premium segment. Now, with .Here on the horizon, the brand aims to push even further into the realm of elite experiential travel.

Why This Move Matters for the Maldives

Edvena’s appointment marks a significant moment not just for Finolhu, but for the broader Maldivian tourism sector. As demand shifts from transactional luxury to transformational experiences, her expertise in tailoring campaigns to affluent, discerning audiences is crucial.

Her previous leadership at Genesis Collection, and earlier roles with Fairmont, Raffles, and St. Regis, highlight her ability to take boutique and mega-properties alike to international acclaim. The timing couldn’t be more critical, with fierce regional competition from Seychelles, Mauritius, and even emerging luxury destinations in the Middle East.

The Rise of .Here Baa Atoll

Slated to be one of the most anticipated openings in the Maldives, .Here promises to rewrite the rules of barefoot luxury. While details remain under wraps, the resort is expected to combine architectural innovation with deeply personalized service. With Edvena at the helm, the launch is positioned to set a new bar for the region.

Meanwhile, Finolhu continues to grow in stature. Its curated island lifestyle—infused with art, music, wellness, and culinary excellence—makes it more than just a stay; it’s a statement. With Edvena’s strategic guidance, Finolhu is poised to deepen its presence in key international feeder markets.

Setting the Stage for Long-Term Growth

This appointment aligns with broader industry shifts. Travelers are moving away from cookie-cutter luxury and seeking immersive, authentic narratives. Finolhu and .Here are crafting those stories, not just selling rooms. That evolution requires leadership that is both commercially sharp and emotionally intuitive.

As travel rebounds post-pandemic, demand for high-value, low-density experiences is surging. Finolhu’s focus on identity, innovation, and individuality resonates with next-gen luxury travelers. Edvena’s challenge will be to scale that ethos globally—without diluting its essence.

A Strategic Moment for Seaside Collection

The Seaside Collection is known for its distinctive properties across Europe and the Indian Ocean. With the Maldives as its crown jewel, the group is sharpening its global edge. Edvena’s dual leadership across Finolhu and .Here will unify brand voice, deepen market share, and optimize visibility across luxury segments.

This isn’t just about selling sun and sand. It’s about leading the charge into the future of destination branding. From high-impact storytelling to data-informed campaigns, Edvena’s leadership marks a new chapter.

Finolhu’s next evolution begins now.

The post Edvena Perpetual D’Souza Appointed as Director of Sales and Marketing for Seaside Finolhu Baa Atoll and .Here Baa Atoll Maldives appeared first on Travel And Tour World.