The Maldives Marketing and Public Relations Corporation (MMPRC) is making a major push at Internationale Tourismus-Börse Berlin (ITB Berlin) 2025 to spur tourist arrivals, with a delegation of 200 tourism industry stakeholders from 89 companies. The event, running from 4 to 6 March at Messe Berlin, reinforces the Maldives’ position as the most preferred holiday destination for German-speaking markets and global travellers.
ITB Berlin is one of the world’s leading travel trade shows. The event serves as a vital platform for networking with stakeholders worldwide, strengthening business relationships, and promoting tourism products for both business-to-business (B2B) and business-to-consumers (B2C) audiences.
The Maldives is showcased at a 504-square-meter double decker stand space designed for networking, business meetings, and media engagement. A special seminar, “The Next Chapter of Maldives Tourism - Berlin Edition,’ highlighted sustainable tourism strategies and market expansion efforts.
MMPRC’s participation in ITB Berlin 2025 aims to strengthen relationships with leading tour operators, travel agents, and media outlets from German-speaking markets and beyond. One-on-one meetings provide co-exhibitors with the opportunity to promote individual products and properties, including liveaboards, diving experiences, luxury resorts, guesthouses, and family holidays.
MMPRC’s strategy for the market includes emphasising Maldives’ sustainability efforts and nature-related experiences, aligning with the growing demand for eco-conscious travel. All promotional campaigns incorporate the German language to enhance resonance with the target audience. Collaborative efforts with premium brands to target the luxury market segment effectively are expected to further improve connectivity and increase tourist arrivals from Germany, Switzerland, and Austria.
Germany remains a key source market for the Maldives, with 157,246 arrivals in 2024, ranking fourth globally. Switzerland and Austria contributed 41,062 and 29,425 arrivals, respectively, securing positions in the top 20 source markets. By the end of February, 2025, the Maldives had welcomed 14,119 tourists from Germany, 4,401 from Austria, and 5,399 from Switzerland. Building on the success of welcoming over two million tourists in 2024 for the first time, MMPRC aims to maintain this momentum through strategic partnerships, public relations activities, and joint campaigns with leading travel operators like Touristik Union International (TUI) and DER Touristik.
With MMPRC’s presence at ITB Berlin 2025, the corporation is enhancing the Maldives’ reputation as one of the world’s safest and most desirable holiday destinations, ensuring continued growth in arrivals from German-speaking markets and strengthening the Maldives’ global tourism footprint.