MMPRC Targets Sustainable Tourism Growth at ITB Berlin 2025
Wednesday 5th of March 2025
The Maldives Marketing and Public Relations Corporation (MMPRC), also known as Visit Maldives, is making a bold push to increase tourist arrivals during ITB Berlin 2025, one of the largest and most influential travel trade shows worldwide. The event, held from March 4th to 6th, 2025, at Messe Berlin, serves as a major platform for promoting tourism, establishing connections, and strengthening global business relationships.
This year, the Maldives is being represented by a delegation of 200 tourism industry stakeholders from 89 companies, reinforcing the country's position as the top holiday destination for travelers from German-speaking markets, as well as a popular choice for international tourists. MMPRC’s participation at ITB Berlin underscores its continuous commitment to maintaining the Maldives’ strong presence in the global tourism market.
At the heart of the Maldives’ showcase is a 504-square-meter double-decker stand designed to capture the essence of the destination’s natural beauty and diverse tourism offerings. The space is designed to facilitate easy and effective meetings with trade and media partners, featuring a VIP meeting room, industry meeting areas, and an engaging 360-degree photo booth. The stand also includes a traditional corner at the information counter, where visitors can learn more about the Maldives' unique culture. Additionally, MMPRC hosted a seminar titled "The Next Chapter of Maldives Tourism – Berlin Edition", where government and industry experts discussed initiatives to boost bookings, expand market segments, and promote sustainable tourism.
One of the key focuses of MMPRC’s strategy is to emphasize the Maldives' commitment to sustainability and eco-friendly tourism. As more travelers seek responsible travel options, the Maldives aims to meet this demand by highlighting its nature-related experiences and promoting conservation efforts. All promotional materials are tailored to resonate with the German-speaking audience, ensuring that the message is effectively communicated.
Through this engagement, MMPRC is also working to forge closer ties with tour operators, travel agents, and media outlets from Germany, Switzerland, and Austria, which are critical source markets for the Maldives. In 2024, the Maldives welcomed 157,246 German tourists, making Germany the fourth-largest source market globally. Switzerland and Austria also contributed 41,062 and 29,425 visitors, respectively, further cementing their places among the Maldives’ top 20 source markets.
Building on the success of reaching over two million tourists in 2024, MMPRC aims to sustain this growth by forging strategic partnerships, enhancing PR campaigns, and joining forces with renowned travel operators such as TUI and DER Touristik. Notable upcoming promotional activities include Visit Maldives Week events in Munich, Frankfurt, and Zurich, along with media press trips, webinars, and joint campaigns with online travel agencies (OTAs) and prominent consumer brands.
MMPRC’s ongoing efforts also extend to collaborations with major airlines like Edelweiss Airlines and initiatives such as taxi advertising campaigns and promotions at Art on Ice in Switzerland. These efforts are designed to raise awareness of the Maldives as a premier tourist destination while highlighting its status as one of the safest and most desirable places to visit globally.
Through its participation in ITB Berlin 2025, MMPRC is not only strengthening the Maldives’ reputation but also ensuring its continued growth in arrivals from German-speaking markets, positioning the Maldives as a top choice for sustainable and luxury travel experiences.