The Maldives Marketing and Public Relations Corporation (MMPRC) held its Annual General Meeting on 15 July 2025, marking a significant shift in the corporation’s financial and operational outlook. For the first time in four years, MMPRC reported a net profit, alongside a series of reforms aimed at strengthening fiscal discipline and operational efficiency.
According to the 2024 financials presented at the AGM, MMPRC posted a net profit of MVR 27.5 million, reversing a loss of nearly MVR 18 million recorded in the previous year. This turnaround was attributed to spending controls that ensured expenditure remained below total revenues and grants, in alignment with government and industry directives.
Key reforms included a reduction of more than 10 percent in recurrent operational costs and a performance-based reassessment of international public relations partnerships. The number of global PR agencies representing the Maldives was reduced from 21 to six, resulting in savings exceeding MVR 4 million. Similarly, restructuring the corporation’s approach to trade shows and exhibitions brought down related marketing expenditure from 80 percent to 34 percent of the overall budget, with an average saving of MVR 2 million per major event.
MMPRC continues to pursue destination marketing through over 21 active campaigns worldwide. The corporation also reported entering co-investment partnerships with global tour operators and airlines valued at over MVR 10 million, designed as matching fund arrangements to increase international visibility and competitiveness.
Tourism performance in key markets has also improved. All top ten source markets for the Maldives showed year-on-year growth, with India reversing a sharp 39 percent drop in 2023 to post a 4 percent increase. Markets such as Russia, the UK, and China also reported record levels of interest. Supporting this, MMPRC noted a 1000 percent increase in Google search activity related to the Maldives across Europe and Asia.
The AGM outlined MMPRC’s renewed focus on data-driven and results-oriented marketing, with the management reaffirming its commitment to transparency and collaboration with tourism stakeholders. The financial and operational turnaround in 2024 is seen as a signal of MMPRC’s stabilised and modernised role in promoting one of the country’s most critical economic sectors.
