Nina: Prowess in hospitality marketing in the Middle East making a nation proud

Tourism and hospitality had long been a “gender-biased” field where women faced a variety of obstructions in pursuing a career. The scene has changed today, with young Maldivian females achieving success in the industry not just locally, but also internationally. Born in Maldivian capital, Male’, Nina Mohamed and her achievements are a statement to that effect.

Nina made two lists of most influential people in the tourism and hospitality industry in the Middle East this year – Hotelier Middle East Marking Power 2024 published in May and Hotel & Catering’s Top 30 Hospitality Hotshot 2024 published in October  – which is a testament to her capability. This is not only her honor but the country’s.

The Hotelier Middle East Marketing Power List is a yearly list of the region's top marketing leaders in the hospitality industry. The list is compiled following interviews with nominees put forth by peers and colleagues and includes people from across the region. A total of 101 people made the list this year, Nina being the first Maldivian to do so.

The Hospitality Hotshot list honors exceptional contributions by 30 public relations professionals in the hospitality industry who are pushing the boundaries, elevating brand narratives, and leading with innovation. The evaluation criteria for the list include an evaluation of successes achieved by the nominee’s place of employment and the marketing campaign that the nominee has led or been a part of which contributed to the success. 

Nina is the first Maldivian included in the list which is exceptional as nominees extend to hospitality industry workers across all Middle Eastern countries including United Arab Emirates (UAE), Oman, Saudi Arabia, Bahrain, Jordan, Egypt, Jordan and Türkiye, where tourism is highly developed.

As per 2022 statistics, UAE alone has over 1,200 hotels and resorts, with over 800 based in Dubai.

A huge success that was unexpected

Nina, who currently serves as the Director of Marketing and Communications at Mövenpick Resort Al Marjan Island, UAE, believed making it to both lists was impossible. Thus, she describes it as a huge success that was unexpected.

“Did not even cross the mind. This is my first year of working in the UAE. Previously, I worked in Oman. Moreover, this is just the second year since this resort opened,” she detailed.

These are the reasons why she did not believe at all that she would receive the honor of being featured on those lists; something that every individual working in the hospitality industry in the Middle East dreams of. It commands respect from every Middle Eastern brand in the field.

Aimed for success from the first step into the industry

Nina attained education in two fields; marketing and interior designing.

“When I returned after my studies in 2010, interior designing was not highly valued in the Maldives. That is why I chose to go forward in marketing,” she recalled.

Nina began her career in marketing at Villa Group. She then joined Hotel Jen operated by Shangri-La Maldives as an Assistant Marketing Manager in 2014.

Five years into her role, she received an opportunity to expand her career internationally with Shangri-La Singapore – becoming the Marketing and Communications Manager for both Jen by Shangri-La Singapore and Jen by Shangri-La Maldives in a cluster hybrid role.

“Nine months later, Shangri-La Muscat offered to assume the handover following the resignation of its Director of Marketing. This was for two months, till they recruited a replacement,” she explained.

Things turned out differently than planned two months later. Impressed with Nina’s work, she was offered the role of Cluster Marketing and Communications Manager at Shangri-La Muscat.

“I requested some time to think. As my whole family is based in Male’, the decision to relocate abroad was one that was very difficult. But I wanted to take up a challenge. This is as it is one the largest inventory of Shangri-La with three resorts combined,” she said.

One year after she moved to Oman to work at Shangri-La Muscat, Nina received the opportunity to work at Accor Hotel’s Mövenpick Resort Al Marjan Island. She left Shangri-La after 10 years for a new challenge.

According to Nina, the biggest challenge when she joined as the Director of Marketing and Communications at Accor was establishing a newly opened resort as a popular destination among people.

This challenge can be considered a success with the Mövenpick Resort Al Marjan Island being among one of the most popular weekend gateway destinations in Dubai.

Never lost hope even through hardships; an example for today’s youths

Working in marking in the tourism and hospitality field was filled with more hardships than Nina ever imagined. She particularly faced obstructions due to her gender.

“Whether a man or a woman, there is nothing that cannot be achieved. We see many females joining the hospitality field today. It was an obstruction when we started,” she said.

However, she noted seeing many women working in the tourism and hospitality field take a step back after having children. She strongly advised against this, while urging to grab career development opportunities that open as opportunities will not always come by. Underscoring that she achieved her success with assistance from her family, she emphasized the importance of encouragement from family in achieving one’s goals.

Perseverance has been key as Nina crossed rough seas in her career to become a prowess in hospitality marketing in the Middle East. Today, she is an example to not only Maldivian youths, but youths across the world.