The Maldives is enhancing its global tourism promotion strategy by placing renewed focus on the Arabian Travel Market (ATM) 2025, as announced by the Maldives Marketing and Public Relations Corporation (MMPRC). In a strategic shift from past years, MMPRC is prioritising this prominent international event over traditional tourism expos like the Internationale Tourismus-Börse (ITB), reflecting new industry dynamics and global travel trends.
This strategic realignment is rooted in extensive consultations with tourism stakeholders, according to MMPRC’s Managing Director, Ibrahim Shiuree. Speaking to PSM News, Shiuree noted that industry feedback has increasingly pointed toward ATM’s rising value as a hub for tourism engagement. “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,” he said.
Scheduled to take place from 28 April to 1 May at the Dubai World Trade Centre in the United Arab Emirates, ATM 2025 is expected to draw more than 90,000 attendees, including over 46,000 travel professionals from across 160 countries. In this setting, the Maldives will be represented by a strong delegation of over 230 delegates and 111 exhibitors, making it one of the largest national representations at the event.
The Maldives’ presence at ATM 2025 will go beyond a conventional trade show display. MMPRC has curated a comprehensive programme to maximise engagement and visibility. This includes showcasing local talent through curated exhibitions, hosting high-level B2B meetings, and presenting the Maldives as a top-tier travel destination for global audiences.
To further enhance brand visibility, MMPRC has confirmed that the Maldives’ exhibition stand will be co-branded with Liverpool Football Club, a strategic partnership that builds on the country’s growing association with globally recognized names in sport and entertainment.
With a vision to attract new markets and foster long-term partnerships, MMPRC views ATM 2025 as a vital opportunity to expand the Maldives’ reach across the Middle East and beyond. The initiative is part of the country’s wider efforts to diversify its tourism portfolio, open new market segments, and maintain its position as a leading destination in the international travel industry.
As global tourism continues to evolve, the Maldives is positioning itself at the forefront of change, tapping into new platforms, leveraging international alliances, and reinforcing its image as a world-class island destination.
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