The Maldives has rolled out a fresh destination marketing campaign in Dubai, using 200 city taxis wrapped in images of its pristine beaches and turquoise waters in an effort to attract more Middle Eastern travellers.
Launched in collaboration with English Premier League giants Liverpool FC, the campaign was officially unveiled by Maldives Minister of Tourism and Environment, Thoriq Ibrahim, on the sidelines of the Arabian Travel Market (ATM) – one of the region’s largest travel and tourism expos.
According to the Maldives Marketing and Public Relations Corporation (MMPRC), the campaign will run for a month and aims to boost the country’s visibility across the United Arab Emirates, especially during the high-traffic ATM period.
The specially branded taxis, now making their rounds across key locations in Dubai, are designed to captivate both residents and tourists with striking visuals of the Maldives, accompanied by messaging that highlights the destination’s unique appeal.
This initiative coincides with the Maldives’ role as the flagship country at this year’s ATM. The Maldives is being represented at the event by a strong delegation of 235 individuals from 110 companies in the travel and hospitality sector.
ATM serves as a hub for professionals in the travel industry, drawing participants from around the world to exchange ideas, forge partnerships, and explore business opportunities. Over its four-day run, the exhibition provides a stage for destinations like the Maldives to showcase their offerings to a global audience.
MMPRC noted that this Dubai campaign mirrors similar efforts it carried out earlier this year in Berlin during the ITB fair, underscoring the corporation’s ongoing focus on high-visibility international promotions.
The Maldives continues to target the Middle Eastern market as part of its broader tourism strategy, seeking to leverage regional connectivity and rising travel demand from the Gulf.
