Murex Dive

What Murex Dive does

Murex Dive Resorts is a privately held, family-owned dive resort operator headquartered in Manado, North Sulawesi, Indonesia, founded in 1988 by Dr. Hansie Batuna and Ineke Batuna. The company operates three resort properties — Murex Manado Resort, Murex Bangka Resort, and Lembeh Resort — connected by boat transfers in the Coral Triangle, providing access to over 150 dive sites including the Bunaken Marine Park. Its flagship commercial product is the 'Passport to Paradise' multi-destination package that combines accommodation, meals, and diving across all three resorts in one trip.

The company sells a portfolio of dive and hospitality services: resort accommodation in Deluxe Cottages, Premium Deluxe Cottages, and Oceanfront Bungalows; PADI certification courses; guided diving, snorkeling, and freediving experiences operated through a fleet of seven dive boats; ancillary land tours, spa services, and Ocean Gardener marine conservation courses; and a structured hospitality and diving internship program in partnership with Child Aid Papua. Pricing is per person per night, ranging from approximately $95–$162 depending on property and season, with both USD and Euro rate sheets published. Go-to-market is direct-to-consumer via a multi-language website, email reservations, and content marketing across English, German, French, and Dutch language sites, with no third-party OTA or reseller channels referenced.

Following the death of founder Dr. Hansie Batuna in 2014, the company transitioned to second-generation family management, and in April 2025 added Chris and Jade Harvey — experienced operators from Raja Ampat — to the management team with a focus on digital engagement and guest experience. Murex has no disclosed external institutional investors, no disclosed funding rounds, and no publicly available revenue figures, operating as a self-funded family business that celebrated 38 years of operation in 2026.

Name

Murex Dive

Legal name

Murex Resorts

Website

https://murexresorts.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

Murex Dive Resorts operates three family-owned dive resorts in North Sulawesi, Indonesia, offering scuba diving, snorkeling, PADI courses, and multi-destination packages across the Coral Triangle to international recreational divers and families.

Ownership category

akta.pro rank

Product category

Dive Resort and Hospitality

NAICS

Scenic and Sightseeing Transportation, Water (48721), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD)

akta.pro secondary industries

Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Snorkeling Tours & Reef Experiences (THAJAJAE), Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC)

Keywords

• Scuba diving courses
• Dive resort accommodation
• PADI certification
• Snorkeling tours
• Marine tourism

Headquarters

HQ city

Manado

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Resort Accommodation: All-inclusive resort stays at Murex Manado and Murex Bangka properties, with pricing per person per night. Accommodation options include Deluxe Cottages, Premium Deluxe Cottages, and Oceanfront Bungalows.
2. Diving Services: Scuba diving services including guided dives, dive courses (PADI), equipment rental, and boat transfers between dive sites. Night dives and specialized diving experiences are also offered.
3. Passport to Paradise Packages: Multi-resort vacation packages combining accommodation and diving across three destinations (Manado/Bunaken, Bangka, and Lembeh) in one trip with boat transfers.
4. Land Tours and Excursions: Land-based tours including Minahasa Highland tours, Tangkoko Nature Reserve, white water rafting, cooking classes, and spa services.
5. Internship Program: Hospitality and diving internship placements providing accommodation, meals, and diving in exchange for intern contributions. Available to students and career changers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Murex Dive Resorts operates scuba diving resort destinations in North Sulawesi, Indonesia, providing accommodation, PADI certification courses, guided diving, snorkeling, and the multi-destination "Passport to Paradise" package that combines three resort locations. The company sells all-inclusive resort stays, dive services, equipment rental, and boat transfers to certified divers, snorkelers, and families visiting the Coral Triangle.

Product overview

Murex Dive Resorts operates a portfolio of dive resorts in North Sulawesi, Indonesia, consisting of two owned properties (Murex Manado Resort and Murex Bangka Resort) plus associated Lembeh Resort partnerships. The core offering centers on scuba diving and snorkeling experiences in the Coral Triangle, featuring the flagship 'Passport to Paradise' multi-destination package that connects three distinct dive locations. Supporting offerings include PADI certification courses, Ocean Gardener conservation courses, snorkeling tours, freediving, land tours, spa services, and an internship program. The company operates a fleet of 7 dive boats and provides comprehensive dive services including equipment handling and underwater photography support.

Differentiator

Problem solved

Functional benefit

Products and services

• Murex Manado Resort Beachfront dive resort in North Sulawesi offering Deluxe and Premium Deluxe Cottages, swimming pool, seafront dining, and direct access to Bunaken Marine Park diving and house reef diving in Manado Bay. Serves recreational divers, snorkelers, and families visiting the Coral Triangle.
• Murex Bangka Resort Tropical island resort on a palm-fringed white sand beach offering Deluxe Hillside and Oceanfront Cottages. Features pristine diving with house reef access, soft coral formations, and 38 solar panels for eco-friendly power. Serves divers and beach leisure travelers.
• Lembeh Resort Dive resort destination offering muck diving experiences with access to rare macro marine life including nudibranchs and critters. Awarded Dive Operator of the Year at ADEX Blue Green 360 Awards 2019.
• Passport to Paradise Multi-destination diving vacation package allowing guests to explore three distinct locations (Manado/Bunaken, Bangka, and Lembeh) with access to over 150 dive sites. Includes accommodation, meals, diving, and boat transfers between the three resort destinations in a single trip.
• PADI Courses Professional Association of Diving Instructors (PADI) certification courses including Open Water Diver, Advanced Open Water, and various specialty courses taught by experienced instructors. Available to resort guests and aspiring divers.
• Ocean Gardener Courses Marine conservation-focused diving courses centered on coral reef restoration and ocean ecosystem education, available to guests interested in reef conservation.
• Snorkeling Experiences Guided snorkeling tours across Bunaken Marine Park, Manado Bay, and Bangka Island house reef, suitable for all skill levels with professional guides. Serves non-divers, families with children, and beginners.
• Freediving Freediving experiences and training for breath-hold diving enthusiasts in the rich waters of North Sulawesi, available at resort destinations.
• Land Tours Cultural and nature excursions including Minahasa Highlands tours, Tangkoko Nature Reserve wildlife viewing, volcanic treks, village tours, cooking classes, and white water rafting. Offered to resort guests and non-diving companions.
• Spa Services Relaxation and wellness treatments including massages, manicures, and pedicures offered at resort spas in natural settings, available to resort guests.
• Hospitality and Diving Internship Program Structured internship program offering hands-on experience in diving and hospitality operations at dive resorts, with accommodation, meals, and diving included for placements up to two months. Available to students and career changers.

Quantifiable outcome

• 70%+ of Indo-Western Pacific fish species found in Bunaken Marine Park
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Child Aid PapuaminorStrategic or Co-development PartnerMurex Resorts partners with Child Aid Papua to empower students through hospitality internship programs. Students like Natan and Sintike gain hospitality skills, confidence, and cultural growth in a supportive environment at the resort.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Aggressor Adventures: Large global liveaboard and dive travel operator with multiple vessels and itineraries worldwide, including Indonesia. Represents the scaled, multi-region alternative to Murex's resort-and-dive model and competes for the same global dive traveler wallet.
• PADI Travel: Global dive travel marketplace run by the PADI organization (whose courses Murex teaches). Indirectly competitive as a distribution channel and comparable as a destination-dive booking platform.

Direct peers

• Two Fish Divers: Multi-location Indonesia dive resort and dive center chain (including Lembeh) offering PADI courses, accommodation, and guided dive packages. Directly overlaps Murex's Passport to Paradise concept with a broader geographic footprint.
• Siladen Resort & Spa: Boutique dive resort located within Bunaken Marine Park, the same marine park as Murex Manado. Closest direct geographic competitor with the same wall-diving proposition and similar international clientele.
• Kura Kura Resort: Indonesia dive resort offering accommodation with dive packages, snorkeling, and PADI courses. Comparable mid-market to upper-mid resort-and-dive bundled offering for international leisure travelers.
• Wakatobi Dive Resort: Luxury Indonesia-based dive resort operating in the Coral Triangle with a similar model of upscale accommodation bundled with guided diving and PADI courses; competes with Murex for the high-end international dive traveler.

Others

• Ocean Gardener: Marine conservation education organization that licenses the Ocean Gardener course Murex Resorts offers. Adjacent ecosystem participant — both enables a product stream for Murex and represents the broader coral-conservation narrative Murex leverages in its marketing.

Regional players

• Meridian Adventure Dive: Indonesia dive operator based in Raja Ampat — the same destination where Murex's incoming management team (Chris and Jade Harvey) previously operated. Comparable Indonesia dive-resort business model in adjacent prime diving geography.
• Quicksilver Connections: Established Great Barrier Reef day-boat and dive operator with reef access, certified diving, and snorkeling packages. Comparable boat-based dive tourism business model in a different geography, with overlapping end customer (international recreational diver).
• Atlas Pearl Divers: Bali-based dive center and tour operator offering PADI courses, daily dive trips, and packaged diving holidays across Indonesia. Comparable Indonesia diving services provider targeting the international recreational diver segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/murexdive
• Facebookfacebook.com/murexdiveresorts
• LinkedInlinkedin.com/company/murexdiveresorts

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Murex Dive