Maldives Recalibrates Tourism Strategy, Prioritising Arabian Travel Market, Says MMPRC Managing Director

The Maldives Marketing and Public Relations Corporation (MMPRC) is shifting its strategic focus toward the Arabian Travel Market (ATM) this year, marking a departure from its previous emphasis on major tourism fairs such as the Internationale Tourismus-Börse (ITB), according to Ibrahim Shiuree, its Managing Director. The decision, he said, is driven by extensive consultations with industry stakeholders, reflecting a broader reassessment of the global tourism landscape.

Speaking to PSM News, Shiuree underscored the significance of ATM's growing influence. Industry leaders, he noted, increasingly regard the fair as a more critical forum for engagement, reinforcing the need to recalibrate priorities.

Set to take place at the Dubai World Trade Centre, Dubai, United Arab Emirates, from 28 April to 1 May, ATM is expected to showcase a substantial Maldivian delegation. More than 111 exhibitors and 230 delegates will represent the country, demonstrating MMPRC’s commitment to leveraging the platform for expanded outreach and strategic partnerships. Shiuree pointed to a consensus emerging within the industry regarding ATM's prominence.

"As we engaged with numerous stakeholders and solicited their perspectives, a consensus gradually emerged that this fair [ATM] has now surpassed ITB in scale and significance. Given this shift, it has become essential to prioritise ATM," he told PSM News. With this shift in perspective, MMPRC is investing considerable resources into its participation, outlining a range of engagements aimed at maximising visibility and impact.

With attendance projected to exceed 90,000, ATM 2025 will welcome more than 46,000 professionals from 160 countries. MMPRC sees the event as a key opportunity to advance the Maldives' tourism sector, foster new business prospects, and reinforce international connections.

As part of its strategy, MMPRC has confirmed an extensive programme featuring exhibitions highlighting Maldivian talent alongside a series of high-level business meetings. Adding to its visibility, the Maldives' stand will be co-branded with Liverpool FC, strengthening engagement on the global stage.