The Maldives Marketing and Public Relations Corporation (MMPRC), operating under the brand Visit Maldives, has announced an extensive promotional initiative in Germany to coincide with ITB Berlin 2025. Central to this campaign is the branding of 200 taxis in Berlin, showcasing the Maldives as a premier travel destination. This five-week campaign, running from February 7th to March 13th, aligns strategically with both the Berlinale (Berlin International Film Festival) and ITB Berlin, the world’s leading travel trade show. These events are anticipated to draw over 600,000 attendees, offering significant exposure for the Maldives. The branded taxis will display captivating imagery and messaging about the Maldives, traversing Berlin’s most frequented areas to maximize visibility. Complementing this effort, prominent billboards will be placed at the Berlinale, targeting film enthusiasts and international visitors attending this major cultural event.
This ambitious outdoor campaign aims to enhance brand recognition and appeal among German travelers, marking a historic milestone in MMPRC’s promotional endeavors in Berlin. In addition to the taxi and billboard initiatives, Visit Maldives plans to engage with the travel trade and media through various activities at ITB Berlin. These include seminars and panel discussions on industry-relevant topics, as well as participation in IMM Germany, an event dedicated to media and journalists. While a Networking Evening is planned during ITB Berlin, the highly anticipated Maldivian Night has been rescheduled to the Arabian Travel Market (ATM) 2025 in Dubai, slated for the end of April.
Germany remains a vital market for Maldivian tourism. In 2022, Germany ranked as the 4th highest source market, contributing 133,424 tourists, which constituted 8% of the market share. As of February 28, 2023, Germany held the 5th position with 22,995 arrivals, representing a 6.6% market share. The Maldives’ participation in ITB Berlin 2023 marked a significant return after a three-year hiatus due to the pandemic, featuring the largest delegation in MMPRC’s history with 233 representatives from 91 companies.
Building on the momentum from 2024, where the Maldives achieved its largest-ever representation at ITB Berlin and ATM Dubai, MMPRC has set an ambitious target of $5 billion in tourism receipts for 2025. This goal is supported by strategic initiatives such as shifting from traditional trade shows to conversion-driven marketing, focusing on video-based campaigns, and strengthening partnerships with airlines, tour operators, and retail brands to expand reach. Key initiatives include the launch of the Visit Maldives Shop for branded merchandise, the Visit Maldives Calendar for event planning, and the Visit Maldives Academy offering Destination Specialist certification. Additionally, the Visit Maldives Content Portal will showcase curated content and provide a platform for local creatives to sell digital assets, while the Visit Maldives Data Dashboard will centralize industry insights in partnership with global data leaders.
The comprehensive promotional efforts in Germany reflect MMPRC’s commitment to sustaining the Maldives’ position as a top-of-mind destination for travelers worldwide.
