Maldives Marketing and Public Relations Corporation (MMPRC) in collaboration with leading industry partners, successfully launched a captivating advertising campaign at the 75th Berlin International Film Festival (Berlinale).
The initiative aimed to strengthen the Maldives’ position as the world’s
premier luxury and leisure destination to the global travel and tourism industry.
The Berlinale, a prestigious event attracting over 1.6 million attendees, including filmmakers, celebrities, industry professionals, and cinema enthusiasts, provided an ideal platform to showcase the unparalleled beauty of the Maldives.
Throughout the festival, two large digital billboards displayed mesmerising 30-second video advertisements featuring the Maldives' breathtaking landscapes.
This strategic campaign, executed in partnership with esteemed entities such as SO/Maldives, Resort Life Travel, Canareef Resort Maldives, Arena Hotels, Brennia Kottefaru, and Summer Island Maldives, highlighted the diverse and luxurious offerings of the Maldives.
The initiative reflected Visit Maldives’ commitment to innovative global marketing strategies and its dedication to attracting discerning travellers.
The 75th Berlinale, marking the inaugural appearance of artistic director Tricia Tuttle, was a landmark event. The festival kicked off with the premiere of Tom Tykwer’s “The Light” and featured a star-studded lineup, including Hollywood luminaries like Timothée Chalamet, Robert Pattinson, and Jessica Chastain.
By aligning with such a high-profile international event, Visit Maldives effectively reached a diverse and affluent audience, solidifying the nation’s reputation as the ultimate haven for luxury and relaxation, MMPRC said.
MMPRC said the stunning visuals and compelling message resonated with attendees, further enhancing the Maldives’ appeal as a must-visit destination.
CEO and MD of MMPRC, Ibrahim Shiuree described Maldives’ presence at Berlinale 2025 as a resounding success.
“We are thrilled to have showcased the unparalleled beauty of the Maldives to a global audience, and we are confident that this campaign will inspire travellers to experience the magic of our islands,” he said.
According to the MMPRC, the collaboration with industry partners was instrumental in the campaign's success, demonstrating the unified effort to promote the Maldives on a global stage.
The world renowned tourist destination, in 2024, witnessed the highest number of tourist arrivals in a single year in its 52 year tourism history.
According to tourism figures, a total of 2,047,435 tourists had holidayed in the Maldives in 2024. This is a nine percent increase from the 1،878،543 tourists from 2023.
This marks the first time Maldives has welcomed two million tourists to its shores in a calendar year.
The government aims to improve tourism occupancy and bring in 15 percent more tourists this year than last year, while boosting tourism revenue to USD5 billion.