Lithuanian travel firm The Olialia has proposed to open a holiday resort on a private island in Maldives where only beautiful blonde females will be employed. The idea behind the project is to show that blondes intelligent individuals.

The proposed project will include exclusive luxurious airline and yacht service for the visitors. The idea has already been criticized for being discriminative, and rightfully so considering its rules for employment.

Implications - The hotel and tourism industry is one ridden with competition. As a result, many hotel owners and founders are implementing gimmicks and themes that attract media attention and generate consumer buzz. This usually takes the form of travel experiences catered to a specific kind of tourist: the pet lover, the environmentalist or the athlete.