Maldives strengthens Middle East presence at Arabian Travel Market 2025

The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives), together with 230 representatives from 111 travel and tourism establishments, is currently promoting the exceptional offerings of the Maldives at Arabian Travel Market (ATM) 2025. The Minister of Tourism and Environment, Thoriq Ibrahim, is also participating in this year’s event and is scheduled to hold meetings with key industry stakeholders to advance the Maldives’ positioning as a world-leading travel destination.

ATM 2025 is taking place from April 28 to May 1, 2025, at the Dubai World Trade Center in the United Arab Emirates. Beond has joined as the Official Airline Partner for the event, underlining the vital air connectivity between the Maldives and the Middle East.

Recognised as the Middle East’s premier international travel and tourism exhibition, ATM serves as a global platform where travel professionals can present their services to influential buyers and form lasting partnerships. Throughout the four-day event, attendees have opportunities to network, share industry insights, and learn from leading experts and innovative entrepreneurs who are shaping the future of travel.

MMPRC’s participation in ATM reinforces the Maldives’ presence in the Middle Eastern market, aiming to attract high-end travellers and boost growth in both the luxury and MICE (Meetings, Incentives, Conferences, and Exhibitions) sectors. The event provides multiple opportunities for one-on-one interactions with travel trade representatives, both regional and international. It also allows Maldivian tourism stakeholders to showcase a diverse range of tourism products, services, and experiences, positioning the Maldives as an attractive mid-range and long-haul destination.

Visitors to the Maldives’ stand at ATM 2025 can expect to engage in productive discussions with industry professionals. MMPRC is also conducting media interviews to enhance the Maldives’ visibility in the market. The stand features a cultural performance area, offering visitors an immersive experience into the Maldives’ rich heritage and vibrant traditions. Additionally, a gastronomy counter introduces guests to authentic Maldivian cuisine, while live art demonstrations and displays showcase the country’s creative talents.

Several major events are taking place at the Maldives stand during the fair. Memorandums of Understanding (MOUs) were signed with Emirates Airlines and Qatar Airways on the first day, reinforcing international collaborations and expanding flight connectivity. Maldivian Airlines also launched its new inflight magazine at the stand, contributing to the day’s celebrations.

Further agreements are set to be signed with the Bank of Maldives, the Indian Association of Tour Operators (IATO), and Resort Life Travel. Moreover, the National Hotel & Guesthouse Association of Maldives (NHGAM) is launching the second edition of its “I AM Maldives” magazine, strengthening promotional efforts in this strategic market.

In addition to on-site activities, Visit Maldives has organised several high-impact events beyond the exhibition floor to increase visibility at ATM 2025. These include prominent taxi advertisements at the Convention Gate Entrance and a special Maldivian Evening held the previous night. The event brought together Middle Eastern and international travel trade professionals, media representatives, dignitaries, and industry stakeholders to celebrate the Maldives as a premier destination.

The Middle East continues to be a significant source market for the Maldives. As of April 9, 2025, the destination has welcomed 14,078 travellers from the Middle East and GCC region. To maintain and strengthen its position in this market, MMPRC continues to implement a wide range of marketing initiatives. These include hosting prominent influencers such as Emirati content creator Khalid Al Ameri on a recent familiarisation trip, as well as launching a joint campaign with DNATA.

Future marketing plans include the Visit Maldives Week roadshow, co-branded promotions with key airlines, educational webinar series, outdoor advertising, and television promotions on major channels. Through these strategic efforts, MMPRC aims to sustain tourism growth and further solidify the Maldives’ reputation as a leading travel destination in the Middle East.