In a creative effort to boost its tourism profile in the Middle East, the Maldives has launched a month-long taxi branding campaign in Dubai, turning the city’s streets into a moving showcase of the archipelago’s natural beauty and world-renowned hospitality.
The initiative, officially launched by Maldives’ Minister of Tourism and Environment Thoriq Ibrahim, is part of the Maldives Marketing and Public Relations Corporation’s (MMPRC) broader strategy to enhance destination visibility during the Arabian Travel Market (ATM) 2025. Held from April 28 to May 1, ATM is one of the region’s most influential travel trade exhibitions, bringing together over 4,600 exhibitors from more than 160 countries.
A total of 200 Dubai taxis are now wrapped in high-impact visuals featuring the serene landscapes of the Maldives, complemented by captivating slogans that invite viewers to “Rediscover Paradise.” The campaign also includes promotional imagery featuring Liverpool Football Club players, highlighting MMPRC’s ongoing collaboration with the globally recognized English Premier League team.
MMPRC Managing Director Ibrahim Shiuree explained that the timing of the campaign was deliberate, aiming to extend the Maldives’ promotional reach well beyond the four-day ATM event. “With thousands of tourism professionals and potential travelers converging in Dubai, having our branding on 200 taxis across the city offers a valuable opportunity to keep the Maldives top of mind,” said Shiuree in a recent interview with MMTV.
The Maldives is participating in ATM 2025 as the featured destination country, with a delegation of 235 tourism professionals representing 110 companies. Their presence underscores the nation’s commitment to strengthening ties with the Middle Eastern travel market, especially the United Arab Emirates, a region increasingly drawn to luxury, sun-drenched island getaways.
This Dubai campaign follows a similar initiative conducted in Berlin during the ITB travel fair in March 2025, where 200 taxis were branded with Maldivian tourism imagery. Together, these campaigns reflect a targeted strategy to maintain visibility across high-priority source markets as the Maldives works toward achieving its goal of 2.3 million tourist arrivals in 2025.
By bringing the Maldives closer to urban audiences in key global cities, the MMPRC continues to reinforce the country’s standing as a preferred travel destination, not just for its beaches and resorts, but for the experience of peace, luxury, and cultural charm that defines every visit.
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