Experience
Post Report: Visit Maldives Triumphs at Arabian Travel Market 2025 With Unparalleled Presence and Engagement
The Maldives once again captivated the global travel trade community with a powerful and immersive showcase at the Arabian Travel Market (ATM) 2025, held from April 28 to May 1 at the Dubai World Trade Centre. Held from 28 April to 1 May at the Dubai World Trade Centre, ATM 2025 provided an exceptional platform for enhancing the Maldives' global visibility and affirming key industry partnerships under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.” ATM 2025 welcomed over 55,000 travel professionals, decision-makers, and media representatives from across the globe, with the Maldives making a significant impact among the many international exhibitors.
Leadership-Driven Delegation Reinforces Maldives’ Market Priorities
The Maldives delegation at ATM 2025 was one of the largest ever from the destination, comprising over 230 representatives from 110 tourism companies, including resorts, guesthouses, liveaboards, travel agencies, and airlines. The delegation was led by the Honourable Minister of Tourism and Environment, Mr Thoriq Ibrahim. In addition to MMPRC's Chairperson Mr Abdulla Ghiyas Riyaz and CEO & Managing Director Mr Ibrahim Shiuree, the Maldives’ presence was bolstered by high-level officials; the Ambassador of Maldives to the UAE, H.E Mohamed Hussain Shareef; Deputy Ambassador of Maldives to the UAE, H.E Hassaan Waheed; Advisor to the President on Tourism Development, Mr Mohamed Khaleel; and several other delegates from the Ministry of Tourism and the Maldives Embassy in the UAE. This high-level presence underscored the nation’s commitment to the Middle Eastern market.
Immersive Brand Experience Through a Multi-Layered Stand Concept
At the heart of the Maldives’ showcase was a meticulously designed 517.5sqm double-decker stand that elegantly embodied the natural beauty, cultural richness, and hospitality of the island nation. The Maldives stand was one of the few at ATM 2025 with a mezzanine level, and the third largest overall at the event. Featuring 70 co-exhibitor counters, 79 B2B meeting tables, four dedicated industry meeting zones, and interactive elements such as floating tables, live art displays, and photo backdrops, the stand served as a hub of activity and inspiration. A notable highlight was the incorporation of Liverpool Football Club (LFC) branding within the stand, a strategic move to amplify destination awareness through the ongoing partnership with the global sports giant.
The stand’s cultural authenticity was brought to life through traditional performances, live Maldivian music, and daily cultural showcases that mesmerised attendees and provided a deeper connection to the country’s rich heritage. The inclusion of a gastronomy corner allowed visitors to indulge in unique Maldivian flavors, while live art installations showcased local artistry in real-time, bridging tradition with modern creativity.
Strategic Visibility and Marketing Initiatives
In line with Visit Maldives’ strategy to maximise market exposure, several high-impact visibility campaigns were launched in conjunction with ATM. Most prominently, an outdoor advertisement featuring the Maldives x Liverpool FC branding was displayed at the Convention Gate entrance of the Dubai World Trade Centre, ensuring continuous visibility to the 55,000+ attendees — a 16% increase from the previous year.
Additionally, a large-scale taxi advertising campaign ran across Dubai throughout April and May 2025, transforming city cabs into moving billboards promoting the Maldives, in the local language. This eye-catching campaign aligned with Visit Maldives’ objective to engage the Middle East’s affluent and aspirational traveller segments and strengthen brand recall.
High-Level Meetings and Strategic Partnerships
The Maldives delegation, spearheaded by Visit Maldives and supported by senior officials from the Ministry of Tourism and the Maldives Embassy in the UAE, held several strategic B2B meetings during ATM. Discussions were conducted with key stakeholders including Qatar Airways, Emirates, Oman Tourism, Saudia Airlines, DNATA Travel Group, and other major operators, focusing on enhancing air connectivity, joint promotional campaigns, and strengthening long-term collaborations.
A series of Memoranda of Understanding (MOUs) were signed during the event, cementing new partnerships and reinforcing existing ones. Notable signings included:
- Qatar Airways – Strengthening collaborative marketing efforts to boost connectivity and promote Maldives in the GCC and broader global market.
- Emirates – Renewing efforts for co-branded campaigns and increased route promotion.
- Resort Life Travel – Enhancing regional partnerships with inbound tour operators.
- Bank of Maldives – Promoting Maldives as a seamless destination for luxury travellers through enhanced financial accessibility.
Additionally, the Maldives stand at ATM 2025 was the location for the launch of the second edition of the I AM Maldives book NHGAM, celebrating a new milestone in destination storytelling, as well as the introduction of the Inflight Magazine by Maldivian Airlines, an elevated inflight reading experience promoting Maldives tourism and lifestyle to travellers en route.
The Maldivian Evening at TODA – A Multi-Sensory Celebration
A key highlight of ATM 2025 was the Maldivian Evening, hosted by Visit Maldives at the Theatre of Digital Art (TODA) in Dubai. The event offered an extraordinary multi-sensory journey through immersive visuals in a 360° digital dome, curated to transport over 100 key invitees — including elite buyers, media, and airline and trade partners — into the heart of the Maldives. The evening featured a welcome reception, opening remarks by senior tourism officials, and a carefully curated cultural programme with traditional music and dance.
Guests were treated to a light dinner featuring authentic Maldivian and fusion cuisine. Interactive VR experiences and networking sessions facilitated deeper engagement between the Maldives delegation and strategic partners. The event proved to be a resounding success in positioning the Maldives as a premium travel destination for the Middle East market.
Gastronomy: A Taste of the Maldives in the UAE
Gastronomy was a cornerstone of the Maldives' presentation at ATM 2025. A dedicated food corner within the stand delighted visitors with authentic Maldivian delicacies, offering twice-daily demonstrations of traditional dish preparation. Signature recipes such as “roshi and mashuni” were prepared live, evoking the home-cooked flavors of Maldivian kitchens. These culinary moments were not just about food—they were about storytelling, history, and connection.
Leading this unforgettable gastronomic journey was renowned chef Ahmed Kaleem, supported by a curated team of culinary talents. Chef Mariyam Raia Ramy, an expert with years of experience at luxury resorts, brought finesse to each plate. Mariyam Lahufa, Demi Chef De Partie at Lux North Male Atoll and Jumeirah Maldives Olhahali Island, contributed her skill in contemporary island cuisine. Nasreena Ali, a seasoned Sous Chef with experience in both Maldives and New Zealand, added international flair to the team’s repertoire. Their culinary collaboration culminated at the Maldivian Evening at TODA, where invitees were served an elegant selection of fusion canapés and dishes inspired by the archipelago’s rich food culture.
Culture: Stories Woven in Dance, Theatre, and Tradition
Cultural performance played a defining role in the Maldives' ATM presence. Each day, visitors witnessed curated shows featuring traditional music, Maldivian songs, and dances performed in vibrant attire. Over the course of the fair, five distinct cultural performances were staged, each rooted in authentic Maldivian traditions and enhanced by creative choreography.
At the heart of this cultural showcase was the Maldivian Evening, where a theatrical adaptation of the legendary folktale “Dhon Hiyala and Ali Fulhu” brought traditional storytelling to life in an immersive performance setting. Leading the cultural ensemble was the award-winning choreographer and fashion designer Jadhullah Ismail, a creative force with over 20 years of experience in reviving and reinterpreting Maldivian traditions. He was joined by a talented ensemble: Mariyam Majudha, an accomplished actor and dancer; Bunaanath Yoosuf, a versatile performer and model; Aishath Nathasha, a leading contributor to the traditional performance sector; Mohamed Nashiu Ismail, a seasoned traditional dancer; and Hamdhaan Saleem, known for his diverse artistic talents. Their collective contributions ensured that Maldivian culture was not only represented but celebrated at ATM 2025.
Art: A Canvas of Island Identity
Visual arts also found their stage within the Maldives’ ATM 2025 programme. The art segment was led by acclaimed self-taught artist Ali Ishan, popularly known as Kurahaa Raape. With 32 years of experience, Ali’s work spans wood, stone, clay, and various painting mediums, reflecting the depth and versatility of Maldivian creative traditions. His pieces, showcased at the stand and during the Maldivian Evening, evoked the textures, colors, and emotions of island life.
Raape's live art performance, titled “Synergy of Art and Sound,” was a standout moment. During this act, he created a work of art in real time to the rhythms of traditional music, symbolizing the harmony between visual and performing arts. His presence and creations added a contemplative, expressive dimension to the Maldives’ cultural display.
Music: Island Vibes in the Middle East
Music served as the unifying rhythm of the Maldives’ ATM journey. The celebrated Maldivian band Skyrock delivered high-energy performances throughout the event and during the Maldivian Evening. Known for fusing traditional Maldivian sounds with contemporary genres, Skyrock captivated international audiences with their original compositions and cultural reinterpretations.
Skyrock’s lineup includes drummer and band manager Fazeen, lead vocalist Insha, rhythm guitarist and vocalist Farhan, keyboardist Hussain, lead guitarist Zayaan, and bassist Inan. Their performances featured instruments like the ‘boduberu’ and drew upon Maldivian poetic traditions such as ‘raivaru’, offering a rich auditory window into the Maldives’ soulful artistic identity.
Market Impact and Strategic Vision
With 14,078 arrivals from the Middle East and GCC recorded as of April 9, 2025, accounting for 2.03% of total market share, Visit Maldives is actively working to boost this figure through continued marketing and outreach. Saudi Arabia currently holds the 16th position in source markets with 29,916 arrivals recorded by the end of 2024. The strategic focus remains on increasing arrivals from key affluent markets, targeting luxury, MICE, halal, and family travel segments.
Ongoing and planned activities for the Middle East market include a joint campaign with DNATA launched on April 18, two iterations of the Visit Maldives Week in Middle East & GCC, collaborative promotions with key airlines such as Emirates, Oman Air and Air Arabia, digital webinar series for trade partners, a large-scale OOH visibility campaign at Dubai Mall, and TV promotions across Al Jazeera, Al Arabiya, and MBC1.
Commitment to Excellence, Safety, and Sustainability
Throughout the event, the Maldives stand attracted thousands of visitors, reflecting the region’s sustained interest in the destination. Throughout ATM, the Maldives brand messaging emphasised visa ease, top-tier hospitality, and diverse experiences — from budget travel and solo journeys to luxury and once-in-a-lifetime honeymoons. In addition to market growth, Visit Maldives reaffirmed the country’s position as one of the safest destinations globally, with a strong focus on sustainability and eco-conscious tourism.