Visit Maldives is placing increased emphasis on the Arabian Travel Market (ATM) in Dubai for 2025, reflecting a broader shift in its international engagement strategy. While ITB Berlin has traditionally been one of the Maldives’ major travel trade events, this year MMPRC is exploring a stronger presence at ATM Dubai, in response to industry feedback and evolving market dynamics.
The shift follows a series of consultations with tourism stakeholders, including surveys, an industry symposium, and targeted meetings with associations and resort operators. These efforts are part of the Maldives Marketing and Public Relations Corporation’s (MMPRC) ongoing attempt to become a more data-driven and responsive tourism board.
To support this transition, MMPRC has enlisted the expertise of tourism marketing advisor Sarah Mathews. The organisation also held a Data Forum last year and is scheduled to host a Tourism Insights Workshop on 20th April 2025 to share findings and refine strategic direction.
At ITB Berlin this year, MMPRC maintained a presence with promotional activities including outdoor advertising in Berlin. However, its footprint was more limited compared to previous years, and the long-running “Maldivian Night” event was notably absent. MMPRC is planning to host a similar cultural showcase during ATM Dubai this year, featuring Maldivian food, music, and entertainment.
These changes reflect a broader shift in MMPRC’s marketing strategy. The organisation has indicated a move away from heavy investment in international travel fairs, redirecting more resources towards high-impact digital campaigns and strategic partnerships. This includes the ongoing collaboration with Liverpool FC and a series of joint marketing initiatives with international tour operators aimed at strengthening the Maldives’ global visibility. While past budgets have heavily favoured trade shows, MMPRC’s current approach signals a more diversified allocation of promotional spending.
Dubai’s strong flight connectivity, central location, and streamlined visa processes have also contributed to its appeal as a strategic market. While ATM Dubai has grown in global prominence, there has been no official confirmation that it will replace ITB Berlin as MMPRC’s flagship trade event.
Nevertheless, the Maldives is expected to field a strong presence at ATM this year, with expanded branding and marketing activities planned. Specific details regarding delegation size and campaign elements—such as the possible inclusion of Liverpool FC branding—have yet to be formally announced.
MMPRC’s evolving approach reflects an increasing focus on agility and collaboration with industry partners, with the goal of maximising impact in key markets.
