CEO of the Maldives Marketing and Public Relations Corporation (MMPRC), Ibrahim Shiuree, reflected on a series of key tourism initiatives under his leadership during a speech delivered in Dubai, highlighting a renewed focus on collaboration, data-driven marketing, and strategic global partnerships.
Speaking at a Maldives-hosted event at the Arabian Travel Market (ATM), Shiuree noted that since taking office less than a year ago, MMPRC has prioritized listening to stakeholders and reshaping its approach based on industry feedback.
“We began by engaging directly with our tourism partners,” he said. “We asked them what they wanted to see from us — and equally important, what they didn’t want. That dialogue was the starting point of everything we’ve accomplished.”
At the heart of MMPRC’s recent efforts has been a commitment to collaboration, he explained. In coordination with the Ministry of Tourism, MMPRC signed several Memorandums of Understanding (MoUs) with key stakeholders including the Maldives Association of Tourism Industry (MATI), the National Hotels and Guesthouse Association (NHGAM), MATATO, the Boating Association, and even the Department of Immigration — aiming to unify efforts across the tourism ecosystem.
A major milestone in this strategy was the launch of the first-ever Global Data Forum, which brought together some of the biggest names in digital marketing and analytics. Shiuree emphasized that this forum helped MMPRC better understand emerging trends and how data could be used to craft smarter, more targeted campaigns for the Maldives.
International partnerships have also taken center stage. For the first time in 25 years, MMPRC collaborated directly with Edelweiss Air on the “Art on Ice” event — a high-profile showcase that integrated Maldivian culture and landscapes into a European entertainment format.
Building on this momentum, Shiuree announced that MMPRC had signed new MoUs with two major international carriers — Emirates and Qatar Airways — to further expand Maldives’ reach in key global markets.
“These collaborations are not just symbolic,” he said. “Together, these airlines and our tour operator partners bring over 50,000 tourists to the Maldives annually. With continued cooperation, we’re aiming to grow those numbers even more.”
MMPRC has also launched joint marketing campaigns with major tour operators across the globe, including DNATA in the Middle East, Travel Bag in the UK, TUI in Germany, Poland, and the Czech Republic, and MakeMyTrip in India.
On the branding side, creative promotions have taken on a new flair. Shiuree pointed to the success of taxi wrapping campaigns — where public transport vehicles in global travel hubs were wrapped in Maldivian imagery. “We wrapped 200 taxis for both ITB Berlin and here at ATM. It’s proven to be a powerful and visible way of putting the Maldives in front of travelers,” he added.
Wrapping up his remarks, Shiuree struck a note of humility and teamwork. “This is not something the ministry or MMPRC can do alone. It’s a collective effort — from resorts to guesthouses, from tour operators to our global partners. Only together can we ensure the Maldives remains one of the world’s most desirable destinations.”
