Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) is making a major push at ITB Berlin 2025 to spur tourist arrivals, with a delegation of 200 tourism industry stakeholders from 89 companies, reinforcing our position as the most preferred holiday destination for German-speaking markets and global travellers. ITB Berlin, one of the world’s leading travel trade shows, is taking place from March 4th to 6th, 2025, at Messe Berlin. The event serves as a vital platform for networking with stakeholders worldwide, strengthening business relationships, and promoting tourism products for both B2B and B2C audiences.

The Maldives is being showcased at a 504-square-meter double decker stand space designed to highlight the destination’s natural beauty and diverse tourism experiences. The stand is designed for easy and convenient meetings with trade and media across ground and mezzanine floors, a VIP meeting room, three industry meeting areas, all augmented with engaging elements such as a photo backdrop and a 360-degree photo booth. The stand serves as a hub for distributing destination information, hosting meetings and interviews, with an engaging traditional corner at the information counter. Visit Maldives also held a highly informative seminar at ITB Berlin titled "The Next Chapter of Maldives Tourism - Berlin Edition", focussed on government and industry-led efforts to explore new market segments, increase bookings, and promote sustainable development.

MMPRC’s participation in ITB Berlin 2025 aims to strengthen relationships with leading tour operators, travel agents, and media outlets from German-speaking markets and beyond. One-on-one meetings provide co-exhibitors with the opportunity to promote individual products and properties, including liveaboards, diving experiences, luxury resorts, guesthouses, and family holidays. MMPRC strategy for this market includes emphasising Maldives’ sustainability efforts and nature-related experiences, aligning with the growing demand for eco-conscious travel. All promotional campaigns incorporate the German language to enhance resonance with the target audience. Collaborative efforts with premium brands to target the luxury market segment effectively are expected to further improve connectivity and increase tourist arrivals from Germany, Switzerland, and Austria.

Germany remains a key source market for the Maldives, with 157,246 arrivals in 2024, ranking fourth globally. Switzerland and Austria contributed 41,062 and 29,425 arrivals, respectively, securing positions in the top 20 source markets. By the end of February, 2025, the Maldives had welcomed 14,119 tourists from Germany, 4,401 from Austria, and 5,399 from Switzerland. Building on the success of welcoming over two million tourists in 2024 for the first time, MMPRC aims to maintain this momentum through strategic partnerships, PR activities, and joint campaigns with leading travel operators like TUI and DER Touristik.

As part of our ongoing promotional efforts in 2025, MMPRC has collaborated with Edelweiss Airlines to sponsor a raffle at Art on Ice in Switzerland, conducted a highly-successful advertising campaign at Berlinale and participated in IMM Germany. Taxi advertising campaigns are currently underway. Notable future initiatives include Visit Maldives Week in Munich, Frankfurt, and Zurich; a media press trip for top-tier journalists from Germany, Austria, and Switzerland; as well as webinar sessions; and joint campaigns with OTAs, TOs, and popular consumer brands. 

With our presence at ITB Berlin 2025, MMPRC is enhancing the Maldives’ reputation as one of the world’s safest and most desirable holiday destinations, ensuring continued growth in arrivals from German-speaking markets and strengthening the Maldives’ global tourism footprint.