The Maldives has reinforced its international tourism appeal with the signing of four strategic agreements during the Arabian Travel Market (ATM) 2025, further expanding its promotional reach across key global markets. The agreements, led by the Maldives Marketing and Public Relations Corporation (MMPRC), were signed during the ongoing travel exhibition at the Dubai World Trade Centre, running from 2025 April 29 to May 1.
The agreements, formalized at a signing ceremony attended by Minister of Tourism and Environment Thoriq Ibrahim, were signed by MMPRC Managing Director Ibrahim Shiuree. They involve strategic collaborations with key international airlines and travel industry stakeholders across multiple markets.
Among the key agreements was a partnership with Emirates Airlines, which will work closely with MMPRC to promote the Maldives across its international network. The collaboration includes destination marketing initiatives aimed at increasing visibility among Emirates’ broad passenger base and positioning the Maldives as a top travel destination.
A second key agreement was reached with Qatar Airways, represented at the ceremony by Matt Ross, the airline’s Senior Vice President of Global Sales. The airline has pledged to support MMPRC in elevating the Maldives’ brand through integrated campaigns, media initiatives, and business development programs. This includes leveraging Qatar Airways’ connections to over 170 global destinations. The collaboration also brings operational advantages: Qatar Airways and Maldivian Airlines have teamed up to provide integrated ticketing options, simplifying travel for visitors by linking international arrivals directly to domestic destinations within the Maldives.
A third agreement was signed with Resort Life Travel Pvt Ltd, a Maldivian company with a strong presence in the Russian and Commonwealth of Independent States (CIS) markets. This partnership aims to attract a greater number of visitors from Russia and neighboring countries, with MMPRC and Resort Life Travel jointly developing targeted campaigns tailored to the preferences of this market segment.
The fourth agreement, with the Indian Association of Tour Operators (IATO), is designed to strengthen promotional efforts in the Indian market, one of the Maldives’ most important source markets. Through this collaboration, MMPRC seeks to work alongside Indian tour operators to create awareness, generate leads, and drive traffic to Maldivian resorts and guesthouses.
These MoUs complement several other activities at the Maldives’ ATM pavilion, including the launch of Maldivian Airlines’ new inflight magazine and the upcoming second edition of “I AM Maldives” Magazine, published by the National Hotel & Guesthouse Association of Maldives (NHGAM). Collectively, these initiatives are part of a wider strategy to showcase the Maldives’ hospitality sector, support its tourism industry, and strengthen destination branding across high-value markets.
The Middle East remains a priority region in the Maldives’ global outreach strategy. As of April 9, 2025, over 14,000 travelers from the Middle East and GCC had already visited the Maldives. In response, MMPRC continues to invest in targeted campaigns throughout the region, including collaborations with leading platforms such as DNATA, exclusive influencer trips with high-profile personalities like Khalid Al Ameri, and extensive media placements.
MMPRC’s future plans for the Middle East include the Visit Maldives Week Roadshow, joint promotions with major airlines, educational webinar series, outdoor media campaigns, and television commercials on widely viewed networks. These collective efforts form a cohesive strategy to increase arrivals, diversify the Maldives’ tourist base, and strengthen its reputation as a must-visit destination for leisure, luxury, and cultural experiences.
As MMPRC broadens its international network through these collaborative efforts, the Maldives continues to evolve as a world-class destination, offering not only sun and sand, but authentic experiences and seamless travel connections for global travelers.
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