In a captivating address at the ‘Maldivian Evening 2025′ held at Dubai’s Theatre of Digital Art (TODA), Abdulla Ghiyas, Chairperson of the Maldives Marketing and Public Relations Corporation (MMPRC), unveiled a transformative vision for the nation’s tourism sector. The event, coinciding with the Arabian Travel Market (ATM) 2025, showcased the Maldives’ rich cultural tapestry and strategic direction.
“Tonight, under these shimmering lights, we didn’t just tell you about the Maldives—we brought you there,” Ghiyas began, emphasizing the immersive experience crafted for attendees through music, art, and storytelling. He expressed heartfelt gratitude to the artists, musicians, chefs, and storytellers who brought the spirit of the Maldives to life in Dubai.
Ghiyas highlighted MMPRC’s strategic pivot towards a modern, data-driven approach to tourism marketing. Moving beyond traditional trade shows, the focus is now on business-to-consumer (B2C) campaigns aimed at inspiring direct demand. Currently, over a dozen global campaigns are active, in collaboration with leading tour operators and airlines. Notably, the partnership with Liverpool FC positions the Maldives as the Official Tourist Destination for 200 million fans worldwide, targeting over 20 million potential travelers.
Recognizing the critical importance of air connectivity, Ghiyas announced strengthened ties with major airlines. During ATM 2025, MMPRC signed Memorandums of Understanding (MOUs) with Emirates Airlines and Qatar Airways, with more partnerships on the horizon. A significant campaign in India is also set to launch next month, tapping into a market showing strong growth and opportunity.
Emphasizing a conversion-driven, ROI-focused strategy, Ghiyas stated, “We are harnessing the power of data and analytics to sharpen our targeting and maximize our impact.” He underscored that MMPRC is not just marketing a destination but building the future of Maldivian tourism with precision, innovation, and purpose.
Concluding his speech, Ghiyas reflected on the evening’s success: “Tonight, you did not just see the Maldives—you felt it, you tasted it, you became part of it.” He extended an invitation to the world, stating, “When the world dreams of paradise, it must dream of the Maldives—not just the turquoise waters, but the stories, music, and spirit that welcome every visitor home.”
As the Maldives continues to expand its global outreach, events like ‘Maldivian Evening 2025’ highlight the importance of cultural diplomacy in tourism promotion. From ancient drumming rhythms to reef-inspired recipes, the night served as a reminder that the Maldives is more than a beach destination—it’s a living story waiting to be shared.
