In a significant strategic shift, the Maldives Marketing and Public Relations Corporation (MMPRC) is prioritizing the Arabian Travel Market (ATM) in Dubai for 2025, signaling a move away from traditional European-centric trade shows like ITB Berlin. This decision aligns with MMPRC’s broader initiative to adopt a more data-driven and responsive approach to global tourism marketing.
The reorientation follows extensive consultations with industry stakeholders, including surveys, symposiums, and meetings with resort operators and associations. These efforts aim to recalibrate MMPRC’s marketing strategies to better reflect evolving market dynamics and traveler preferences.
At a recent press conference, MMPRC Chairperson Abdulla Ghiyas and CEO & Managing Director Ibrahim Shiuree unveiled an ambitious goal: generating $5 billion in tourism receipts for 2025. This target builds upon the record-breaking achievement of welcoming two million tourists in 2024, marking a 15% increase in tourism revenue compared to the previous year.
While MMPRC maintained a presence at ITB Berlin 2025, including a 504-square-meter double-decker stand and a seminar titled “The Next Chapter of Maldives Tourism,” the overall footprint was notably reduced compared to previous years. Notably absent was the long-standing “Maldivian Night” event, a cultural showcase that has been a staple in Berlin.
In contrast, MMPRC is planning an expanded presence at ATM Dubai, featuring a cultural showcase with Maldivian cuisine, music, and entertainment. Dubai’s strategic location, robust flight connectivity, and streamlined visa processes make it an ideal hub for engaging with Middle Eastern and Asian markets.
To support this transition, MMPRC has enlisted tourism marketing advisor Sarah Mathews. The organization is also hosting a Tourism Insights Workshop on April 20, 2025, to share findings and refine strategic direction.
MMPRC’s evolving approach reflects a broader shift towards high-impact digital campaigns and strategic partnerships. This includes ongoing collaborations with international tour operators and brands, such as Liverpool FC, to enhance the Maldives’ global visibility. Initiatives like the Visit Maldives Shop, Content Portal, and Data Dashboard are also in development to provide curated content and industry insights.
While ATM Dubai is gaining prominence, MMPRC has not officially designated it as the flagship trade event, indicating a more diversified allocation of promotional spending. The organization’s agile and collaborative approach aims to maximize impact in key markets, ensuring the Maldives remains a premier global destination.
