MMPRC Launches Exclusive Advertising Campaign at Berlinale 2025 to Promote the Maldives as a Luxury Travel Destination

The Maldives took center stage at one of the world’s most prestigious film festivals as the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) successfully launched an eye-catching advertising campaign at Berlinale 2025. In collaboration with renowned industry partners, the initiative showcased the country’s unparalleled beauty to a global audience, reinforcing its status as the ultimate luxury and leisure destination.
The 75th Berlin International Film Festival (Berlinale), which concluded on February 23, attracted over 1.6 million attendees, including filmmakers, celebrities, and travel industry professionals. Against this prestigious backdrop, Visit Maldives unveiled two stunning digital billboards featuring mesmerizing 30-second video advertisements highlighting the Maldives’ breathtaking landscapes. The campaign was strategically designed to capture the attention of high-net-worth individuals and travel enthusiasts, inspiring them to experience the Maldives firsthand.
Executed in partnership with leading hospitality brands, including SO/ Maldives, Resort Life Travel, Canareef Resort Maldives, Arena Hotels, Brennia Kottefaru, and Summer Island Maldives, the campaign underscored the country’s diverse offerings, from pristine white-sand beaches to world-class luxury resorts. This initiative aligned with MMPRC’s broader mission of employing innovative global marketing strategies to attract discerning travelers from around the world.
Berlinale 2025 marked a landmark edition with the debut of new artistic director Tricia Tuttle and a star-studded lineup, including Hollywood icons such as Timothée Chalamet, Robert Pattinson, and Jessica Chastain. The festival opened with the premiere of Tom Tykwer’s “The Light,” setting the stage for a week of cinematic excellence and international networking. By aligning with such a globally renowned event, Visit Maldives successfully reached an affluent and diverse audience, further solidifying the nation’s reputation as a haven for exclusivity and relaxation.
Reflecting on the campaign’s impact, CEO and MD of MMPRC, Ibrahim Shiuree, described Maldives’ presence at Berlinale 2025 as an overwhelming 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 travelers to experience the magic of our islands,” he stated.
The Maldives continues to break records in the tourism industry, having welcomed over 2 million visitors in 2024, a historic milestone in its 52-year tourism history. With a remarkable 9% increase in arrivals compared to 2023, the country is now setting its sights on an even stronger year in 2025. The government aims to boost tourist arrivals by 15% while targeting a tourism revenue of USD 5 billion, further cementing the Maldives as the world’s leading luxury travel destination.