From April 28 to May 1, 2025, the Maldives made a substantial impact at the Arabian Travel Market (ATM) held at the Dubai World Trade Centre, one of the world’s premier global tourism exhibitions. Under the overarching theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” the event welcomed over 55,000 travel professionals, decision-makers, and media personnel from around the globe.
Positioned as a top-tier exhibitor among international participants, the Maldives delivered an expansive and immersive showcase led by Visit Maldives (Maldives Marketing and Public Relations Corporation – MMPRC). The destination’s presence seamlessly integrated cultural depth, high-level business engagement, and impactful brand visibility, aligning with the country’s strategic goal of reinforcing its prominence in key global tourism markets.
ATM 2025 served as a vital platform for the Maldives to strengthen industry partnerships, promote its diverse offerings, and expand market visibility through multi-layered engagement that resonated with both trade partners and the global travel community.
Record-Breaking High-Level Representation Underscores Maldives’ Commitment to the Middle Eastern Market
The Maldives demonstrated its strong commitment to strengthening ties with the Middle East tourism sector through one of its largest-ever delegations at Arabian Travel Market (ATM) 2025. Comprising over 230 representatives from 110 leading tourism enterprises, including resorts, guesthouses, liveaboards, travel agencies, and airlines, the delegation reflected the diversity and strength of the country’s tourism industry.
The delegation was led by the Chairperson of the Maldives Marketing and Public Relations Corporation (MMPRC), Mr. Abdulla Ghiyas Riyaz, along with CEO and Managing Director Mr. Ibrahim Shiuree. The Maldives’ engagement was further elevated by the presence of senior government officials and diplomatic representatives. These included the Honourable Minister of Tourism and Environment, Mr. Thoriq Ibrahim; the Ambassador of the Maldives to the United Arab Emirates, H.E. Mohamed Hussain Shareef; Deputy Ambassador H.E. Hassaan Waheed; and the President’s Advisor on Tourism Development, Mr. Mohamed Khaleel. Additional delegates from the Ministry of Tourism and the Maldives Embassy in the UAE also contributed to the delegation’s activities.
This coordinated and high-level participation served to reinforce the Maldives’ strategic priority of enhancing its presence and partnerships within the Middle Eastern travel market.
Multi-Layered Stand Experience Captivated Global Audience
A central element of the Maldives’ presence at Arabian Travel Market (ATM) 2025 was its custom-built, 517.5 sqm double-decker stand, one of the most prominent installations at the event and the third largest overall. Designed to reflect the island nation’s natural beauty, cultural richness, and signature hospitality, the stand featured a mezzanine level, distinguishing it as one of the few multi-level exhibits at the fair.
The stand offered a comprehensive platform for business and engagement, with 70 co-exhibitor counters, 79 B2B meeting tables, and four dedicated industry meeting zones, creating an ideal environment for networking, trade discussions, and strategic outreach. In addition to its functionality, the stand captivated visitors with innovative interactive features including floating tables, real-time art performances, and photo backdrops that drew steady foot traffic.
A key visual and strategic highlight was the incorporation of Liverpool Football Club (LFC) branding, leveraging the Maldives’ ongoing partnership with the globally renowned sports club to broaden destination recognition and connect with diverse consumer segments.
The cultural and experiential aspects of the stand were equally compelling. Traditional Maldivian performances, daily live music, and curated cultural showcases brought authenticity and vibrancy to the space, offering attendees a meaningful glimpse into the country’s heritage. Complementing these cultural touchpoints was a dedicated gastronomy corner, where visitors sampled authentic Maldivian cuisine through live culinary demonstrations. Live art installations further enhanced the visitor experience by bridging traditional artistic expression with contemporary creativity, reinforcing the Maldives’ identity as both a heritage-rich and forward-looking destination
Targeted Marketing and Visibility Campaigns Boost Maldives’ Brand Presence Across Dubai
As part of its broader strategic objective to expand destination visibility and engage key source markets, Visit Maldives executed a series of high-impact promotional campaigns in parallel with Arabian Travel Market (ATM) 2025. These initiatives were designed to elevate brand recall and directly target affluent and aspirational traveller segments in the Middle East.
One of the most prominent activations was a large-scale outdoor advertisement prominently placed at the Convention Gate entrance of the Dubai World Trade Centre. Featuring joint branding with Liverpool Football Club (LFC), this campaign leveraged the Maldives’ global sports partnership to attract attention from the more than 55,000 attendees at the event, a 16% increase in footfall compared to the previous year.
Complementing this static campaign, a dynamic taxi advertising initiative was launched throughout the city during April and May 2025. The campaign transformed Dubai’s public transport network into mobile billboards, with city cabs wrapped in visually striking Maldives-branded imagery and messaging in Arabic. This city-wide presence not only ensured high-frequency exposure but also reinforced the destination’s position as a top-of-mind choice among regional high-value travelers.
Together, these campaigns underscored Visit Maldives’ commitment to enhancing brand visibility through innovative, localized, and data-driven marketing approaches tailored to the Middle Eastern travel audience.
Strategic Business Meetings and MoU Signings to Advance Maldives’ Tourism Objectives
During Arabian Travel Market (ATM) 2025, the Maldives delegation, led by Visit Maldives and supported by senior representatives from the Ministry of Tourism and the Maldives Embassy in the United Arab Emirates—conducted a series of high-level business-to-business (B2B) meetings aimed at reinforcing commercial partnerships and expanding global outreach.
Engagements were held with key stakeholders including Qatar Airways, Emirates, Oman Tourism, DNATA Travel Group, and other major travel and aviation operators. These discussions focused on strengthening air connectivity, launching joint marketing campaigns, and fostering sustainable long-term collaboration to support the Maldives’ continued growth as a premium destination, particularly within the Middle East and GCC markets.
In alignment with these discussions, several Memoranda of Understanding (MOUs) were signed to formalize strategic partnerships and enhance market integration. Notable signings included:
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Qatar Airways – Reinforcing cooperative marketing initiatives to boost destination promotion and connectivity across the GCC and global markets.
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Emirates – Expanding joint campaigns and destination-specific route promotions to increase traffic and brand visibility.
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Resort Life Travel – Enhancing synergies with regional inbound tour operators for better ground handling and itinerary services.
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Bank of Maldives – Supporting seamless travel for luxury clientele through financial service integration and promotional financing solutions.
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Oman Air – Exploring increased flight frequencies and collaborative marketing to strengthen the Oman–Maldives travel corridor.
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DNATA Travel Group – Coordinating joint initiatives to promote luxury and family travel offerings from the UAE and wider GCC region.
Further amplifying the Maldives’ presence at the event, ATM 2025 also hosted the launch of the second edition of the “I AM Maldives – NHGAM” destination book, which marked a new chapter in immersive storytelling and destination branding. Additionally, Maldivian Airlines introduced its new Inflight Magazine, designed to offer travellers an engaging and informative reading experience showcasing Maldivian tourism, culture, and lifestyle.
These strategic engagements and content-driven initiatives reflect the Maldives’ ongoing efforts to position itself as a globally competitive and culturally distinctive destination while ensuring strong industry relationships and targeted outreach.
Maldivian Evening at TODA Showcases Destination Appeal Through Multi-Sensory Cultural Immersion
A major highlight of the Maldives’ participation at Arabian Travel Market (ATM) 2025 was the Maldivian Evening, an exclusive event hosted by Visit Maldives at the Theatre of Digital Art (TODA) in Dubai. Designed to deliver an immersive and memorable brand experience, the evening brought together over 100 high-value guests, including elite buyers, airline executives, travel trade partners, and media representatives.
Held within TODA’s state-of-the-art 360° digital dome, the event offered a curated multi-sensory journey that visually and emotionally transported attendees into the heart of the Maldives. The programme began with a welcome reception and opening remarks delivered by senior tourism officials, setting the tone for a sophisticated and culturally rich experience.
The evening’s agenda featured a series of traditional music and dance performances, thoughtfully arranged to highlight the Maldives’ unique cultural heritage. Attendees also enjoyed interactive virtual reality experiences and dedicated networking sessions, allowing for closer engagement between Maldivian stakeholders and potential collaborators in the Middle East travel sector.
Culinary excellence was a central component of the event, with a carefully prepared light dinner showcasing a fusion of authentic Maldivian flavors and international influences. The gastronomy segment offered guests a taste of the destination’s culinary identity, further enriching the evening’s experiential value.
The Maldivian Evening at TODA successfully reinforced the Maldives’ image as a premium and culturally distinctive travel destination, while fostering valuable trade relationships and enhancing visibility within the region’s competitive tourism landscape.
Culinary Storytelling Enhances Destination Appeal at ATM 2025
Gastronomy played a central role in the Maldives’ destination marketing strategy at Arabian Travel Market (ATM) 2025, serving as a powerful medium to convey the country’s cultural identity and heritage. A dedicated food corner within the Maldives stand offered visitors a curated culinary experience, featuring twice-daily live demonstrations of traditional Maldivian dishes that combined authenticity with visual engagement.
Among the culinary highlights were signature recipes such as roshi and mashuni, prepared on-site to capture the essence of home-cooked island cuisine. These sessions offered more than just tastings, they became immersive storytelling moments that conveyed the history, lifestyle, and traditions of Maldivian households through food.
The gastronomic experience was led by celebrated Maldivian chef Ahmed Kaleem, supported by a team of skilled culinary professionals carefully selected for their diverse backgrounds and expertise. Among them:
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Chef Mariyam Raia Ramy, a veteran of luxury resorts, brought refined presentation and depth to each dish.
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Mariyam Lahufa, Demi Chef De Partie at Lux North Male Atoll and Jumeirah Maldives Olhahali Island, contributed a modern interpretation of island cuisine.
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Nasreena Ali, a seasoned Sous Chef with experience in both Maldives and New Zealand, added a unique international perspective to the culinary offerings.
This collaborative team not only elevated the gastronomic segment of the Maldives’ ATM 2025 presence but also played a pivotal role during the Maldivian Evening at TODA, where guests were treated to a sophisticated menu of fusion canapés and dishes inspired by the archipelago’s diverse culinary traditions.
By integrating food as a key storytelling element, Visit Maldives successfully positioned the destination as not only a haven of natural beauty but also a place of deep cultural and sensory richness, enhancing its appeal to discerning travelers seeking authentic and memorable experiences.
Cultural Showcase Reinforces Maldivian Heritage and Creative Identity
Cultural programming was a cornerstone of the Maldives’ presence at Arabian Travel Market (ATM) 2025, delivering a compelling expression of the nation’s rich heritage through daily performances and theatrical storytelling. Designed to foster emotional connection and cultural appreciation among global audiences, these curated showcases positioned the Maldives as a destination deeply rooted in tradition yet open to artistic innovation.
Throughout the four-day event, visitors to the Maldives stand were treated to five distinctive cultural performances, featuring traditional music, Maldivian songs, and vibrant dance sequences performed in authentic attire. Each performance was thoughtfully choreographed to reflect the spirit and narrative of island life, blending historical motifs with contemporary interpretation.
The pinnacle of the cultural agenda was the Maldivian Evening at the Theatre of Digital Art (TODA), where a theatrical adaptation of the iconic Maldivian folktale “Dhon Hiyala and Ali Fulhu” was staged. This legendary tale, central to the country’s oral storytelling tradition, was reimagined in an immersive format that captivated both regional and international guests.
The performance was directed by Jadhullah Ismail, an award-winning choreographer and fashion designer with more than two decades of experience in reviving and modernising Maldivian performing arts. His leadership brought a sophisticated and emotive dimension to the presentation, underpinned by a talented ensemble of performers:
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Mariyam Majudha – a celebrated actor and dancer known for her dynamic stage presence
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Bunaanath Yoosuf – a multifaceted artist with strengths in both performance and modeling
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Aishath Nathasha – a prominent figure in the traditional performance arts sector
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Mohamed Nashiu Ismail – an experienced traditional dancer known for his command of classical Maldivian dance forms
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Hamdhaan Saleem – an emerging talent recognised for his versatility across multiple artistic disciplines
Together, their contributions ensured that Maldivian culture was not merely presented but authentically celebrated, leaving a lasting impression on international stakeholders and reinforcing the Maldives’ identity as a culturally vibrant destination.
Visual Arts Amplify Cultural Narrative Through Creative Expression
The Maldives’ participation at Arabian Travel Market (ATM) 2025 extended beyond performance and hospitality to include a powerful showcase of visual arts, contributing to a holistic cultural presentation. Spearheading this segment was Ali Ishan, the acclaimed self-taught artist widely recognized by his moniker Kurahaa Raape. With over 32 years of experience, Raape is known for his mastery across a range of mediums including wood, stone, clay, and traditional painting, each reflecting the textures, colors, and emotional landscape of Maldivian island life.
His artwork, exhibited both at the Maldives’ stand and during the Maldivian Evening at TODA, offered visitors a compelling visual narrative that paralleled the broader themes of heritage and identity promoted throughout the delegation’s presence at ATM. The pieces served not only as artistic displays but as cultural touchpoints, encouraging deeper reflection on the Maldives’ creative traditions.
A defining highlight of the art programme was Raape’s live performance titled “Synergy of Art and Sound.” In this signature act, the artist created a work of art in real-time, guided by the rhythm and pulse of traditional Maldivian music. This live synthesis of auditory and visual storytelling powerfully symbolised the harmony between different forms of artistic expression, leaving a lasting impression on attendees.
Raape’s contributions added an introspective and expressive layer to the Maldives’ cultural portfolio at ATM 2025, reinforcing the destination’s position not only as a tropical retreat, but as a centre of creative and artistic depth.
Musical Performances Reinforce Cultural Identity and Audience Engagement
Music played a vital and cohesive role in the Maldives’ cultural programming at Arabian Travel Market (ATM) 2025, serving as a powerful medium for cultural storytelling and audience engagement. Throughout the event—and during the highlight Maldivian Evening, Skyrock, a celebrated Maldivian band, delivered a series of dynamic performances that resonated strongly with international audiences.
Renowned for blending traditional Maldivian rhythms with modern musical genres, Skyrock’s original compositions and reinterpretations of local melodies showcased the country’s evolving artistic identity while preserving its cultural roots. Their high-energy shows captivated visitors, adding a vibrant and emotive layer to the Maldives’ ATM showcase.
The band’s lineup includes:
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Fazeen – Drummer and Band Manager
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Insha – Lead Vocalist
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Farhan – Rhythm Guitarist and Vocalist
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Hussain – Keyboardist
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Zayaan – Lead Guitarist
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Inan – Bassist
Skyrock’s performances incorporated traditional instruments such as the boduberu, a hallmark of Maldivian folk music, and drew from poetic traditions like raivaru, enriching the auditory experience with cultural depth and narrative.
Through their artistry, Skyrock successfully bridged past and present, reinforcing the Maldives’ reputation not only as a world-class travel destination but also as a culturally rich and musically vibrant nation. Their performances were instrumental in uniting various elements of the Maldivian showcase, leaving a lasting impression on both trade partners and the general audience.
Strategic Market Focus and Outreach Initiatives Target Middle East Growth
As of April 9, 2025, the Maldives recorded 14,078 tourist arrivals from the Middle East and GCC region, representing 2.03% of the country’s total market share. In terms of individual source markets, Saudi Arabia ranked 16th globally, with 29,916 arrivals recorded by the end of 2024. Recognizing the growth potential of the region, Visit Maldives continues to implement a targeted strategy to further strengthen its presence and increase arrivals from affluent Middle Eastern travel segments.
The strategic focus remains on attracting high-yield travellers by promoting the Maldives as a premier destination for luxury tourism, MICE (Meetings, Incentives, Conferences, and Exhibitions), halal travel, and family-oriented experiences.
To support these objectives, Visit Maldives has launched and scheduled several key initiatives for the Middle East market in 2025, including:
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A joint campaign with DNATA, launched on April 18, to enhance destination awareness and conversion across key GCC markets.
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Two scheduled editions of Visit Maldives Week in the Middle East & GCC, designed to engage trade partners and consumers through immersive promotional experiences.
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Collaborative marketing campaigns with leading regional airlines, including Emirates, Oman Air, and Air Arabia, aimed at improving air connectivity and boosting inbound travel.
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A digital webinar series for travel trade professionals to enhance product knowledge and destination familiarity.
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A large-scale out-of-home (OOH) visibility campaign at Dubai Mall, one of the region’s most visited commercial and tourism hubs.
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Television promotions across major regional networks, including Al Jazeera, Al Arabiya, and MBC1, to expand brand reach and engage aspirational traveller segments.
These proactive and multi-channel marketing efforts reflect Visit Maldives’ long-term commitment to diversifying source markets and ensuring sustainable growth from the Middle East region.
Sustaining Excellence, Safety, and Responsible Tourism
ATM 2025 reinforced the Maldives’ image as a welcoming, safe, and eco-conscious destination. Messaging throughout the event highlighted visa facilitation, diverse experiences for all budget levels, and an ongoing commitment to sustainability. Visitors were reminded that the Maldives offers more than luxury, it offers a deeply human and culturally rich experience anchored in community and environmental care.
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