The Maldives Association of Tourism Industry (MATI) has launched a 1-year-long nationwide awareness-raising campaign under the theme Reethi Raajje - ރީތި ރާއްޖެ. The campaign is a call to action against littering and to embrace responsible and sustainable waste disposal practices, both on an individual and collective level. Furthermore, the campaign aims to shine a light on the importance of maintaining the Maldives' renowned pristine and picturesque beauty, which is vital to ensuring the sustainability of not just the tourism industry, but our nation as a whole.

The kickoff event was held on the October, 24, 2024, at Artificial Beach, in collaboration with Parley Maldives. This event was targeted at and engaged school students through various educational activities centred around environmental conservation. Activities included Microplastic Collection, Ocean Trivia, and more, all designed to inform and inspire the younger generation about responsible environmental stewardship.

MATI, together with Parley Maldives has planned to take this campaign to each and every atoll of the Maldives (calendar listed below) with the last leg ending in Kaafu Atoll.