The Maldives Marketing and Public Relations Corporation (MMPRC), operating under its brand Visit Maldives, is actively promoting the destination’s rich and diverse tourism offerings to Chinese travellers at the Beijing International Tourism Expo (BITE) 2025. The event is taking place from 27th to 29th June at the China International Exhibition Center (Chaoyang Venue), one of the premier platforms for international travel trade engagement in China.
Held annually in Beijing, BITE is among the most influential tourism expos in the Asia-Pacific region, drawing over 70,000 visitors, including tourism professionals, business leaders, and international media representatives. With a growing Chinese outbound travel market eager for unique and high-quality long-haul experiences, participation in BITE offers Visit Maldives a key opportunity to further solidify the Maldives’ position as a preferred holiday destination for Chinese travellers.
At Stand 6T11, MMPRC is joined by six prominent industry co-exhibitors, Try Maldives Holidays, Plumeria, Sun Siyam Travels, ICOM Marina Sea View, Diamonds Thudufushi Beach & Water Villas, and Courtyard Maldives. Together, they are presenting a diverse portfolio of Maldivian travel experiences, ranging from luxurious beach resorts and overwater villas to boutique getaways and customized travel packages. The pavilion includes photo opportunities, promotional video screenings, and business-to-business (B2B) meetings, enabling direct engagement with Chinese travel agents and tour operators.
MMPRC’s participation in BITE 2025 is part of a broader, ongoing strategy to capture sustained interest from the Chinese market, which has shown remarkable growth since the resumption of outbound travel. As of 11th June 2025, the Maldives has welcomed 122,088 Chinese tourists, marking a substantial increase following 263,340 arrivals in 2024. This strong inflow has solidified China’s position as the leading source market for Maldivian tourism in 2025, reaffirming its importance in the country’s tourism development plans.
The corporation’s promotional efforts in China extend beyond trade expos. MMPRC has executed a comprehensive calendar of integrated marketing activities throughout the year. These include digital marketing campaigns, collaborations with major Chinese tour operators, targeted joint promotions, and media familiarisation trips for Chinese influencers and travel journalists. Campaigns such as Visit Maldives Week in China and MMPRC’s presence in regional tourism forums have further elevated the destination’s brand visibility and inspired thousands of Chinese travellers to consider the Maldives for leisure, romance, and family holidays.
With its year-round tropical climate, stunning atolls, and expanding portfolio of luxury and mid-range hospitality services, the Maldives continues to cater to the evolving preferences of Chinese tourists. From direct flights connecting major Chinese cities to Malé, to dedicated Mandarin-speaking staff at resorts, the destination remains committed to offering a seamless and welcoming experience.
MMPRC’s engagement at BITE 2025 demonstrates a proactive approach to tourism recovery and growth, aligning with national efforts to diversify markets while reinforcing core relationships. By showcasing the Maldives as a destination that combines natural beauty with world-class service, Visit Maldives aims to inspire greater interest, longer stays, and repeat visits from Chinese travellers, contributing to the sustainable development of Maldivian tourism.
For more information on the Maldives’ offerings for Chinese travellers, visit the official tourism portal: www.visitmaldives.com.
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