The Maldives Marketing and Public Relations Corporation (MMPRC) has announced an innovative campaign to market the Maldives as a tourist destination in Germany using public transport taxis in Berlin. This initiative coincides with the ITB Berlin fair, a premier global travel and tourism trade fair held annually.
According to the tourism promotion board, 200 taxis in Berlin will be wrapped with scenic images showcasing the natural beauty of the Maldives. The campaign aims to advertise the Maldives as a premier tourism destination in the German market. This is one of the largest outdoor initiatives undertaken by Visit Maldives, highlighting the Maldives as a premier travel destination in one of its key source markets, according to MMPRC.
Running from 7 February to 13 March, the campaign spans five weeks, aligning with ITB Berlin. The 'Visit Maldives' slogan will be branded and showcased on 200 taxis in Berlin, featuring captivating images and messages to attract more visitors to the Maldives, thereby promoting tourism in Germany's most significant areas, it said.
In addition to the taxis, the campaign also targets Berlinale, the Berlin International Film Festival, one of the world's leading film festivals. Billboards will be utilised, targeting film enthusiasts and international visitors, according to the tourism promotion board. These events are expected to attract over 600,000 attendees, providing unparalleled visibility for the Maldives.
The 200 branded taxis will feature stunning imagery of the Maldives and captivating messaging, ensuring a high impact across Berlin’s most prominent areas, according to MMPRC. This extensive outdoor campaign is designed to significantly boost brand visibility and further elevate the appeal of the Maldives to German travellers, marking a historic milestone in MMPRC’s promotional efforts in Berlin, it added.
Beyond this impactful campaign, MMPRC also announced that Visit Maldives will actively engage with the travel trade and media through various activities at ITB Berlin. This includes seminars and panel discussions on industry-relevant topics and participation in IMM Germany, a dedicated event for media professionals and journalists.
Plans are also underway for a networking evening at ITB Berlin, while the highly anticipated Maldivian Night has been moved to the Arabian Travel Market (ATM) 2025 in Dubai, taking place at the end of April, according to MMPRC.
While special tourism promotion activities are planned for Germany, statistics released by the Ministry of Tourism show that over 7,313 German tourists have visited the Maldives so far this year. In 2024, Germany was the fourth top source market for Maldivian tourism.