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Aminath Shihab, PhD

Chief Executive Officer  

MBTI® Certified Practitioner


Aminath is the co-founder of Ember Blu and her core focus was on destination branding and marketing.

She was the Assistant Director of Marketing at Maldives Tourism Promotion Board (MTPB) for a number of years and worked on a global platform promoting Maldives.

Her main responsibilities were directing and managing the internal and external communication strategies and overall coordination of MTPB. She played a key role in developing and maintaining key relationships with the foreign and local media.

She has represented Maldives tourism in seminars and taskforce meetings with World Tourism Organi- sation (UNWTO) and Pacific Area Travel Writers Association (PATWA) and World Travel & Tourism Council (WTTC).

One of the most challenging and learning experiences during her tenure with MTPB was during the aftermath of the 2004 tsunami, where crisis communications and actively promoting the destination had to be balanced.

This experience led her to purse her doctorate in crisis communications in relation to media and tourism.

During that time she participated and presented a paper titled “Critical Analysis of Framing Theory Literature in Relation to News Media’s Impact on Tourism During a Crisis” at the International Tourism and Media Conference (ITAM) in Melbourne.

Aminath also has an educational background in journalism and marketing and had worked as an editor for “Liveaboards of Maldives” and a writer for a couple of other publications.

Aminath is a keen reader and she travels extensively gaining a well-balanced understanding of multi-cultural and diverse backgrounds.