MMPRC updates key local and travel trade media on the highlights from the ITB Berlin 2024, along with the latest updates and developments within the tourism and travel industry.

Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) has concluded the Media Press Conference held on 12th March 2024 at MMPRC. The event was joined by Minister of Tourism, Ibrahim Faisal; Advisor to the President on Tourism Development, Mr Mohamed Khaleel; Minister of State for Tourism, Uz. Ahmed Nazim Mohamed; Chairperson of the MMPRC Board, Ms. Ayesha Nurain Janah; and Chief Executive Officer & Managing Director of MMPRC, Ms.Fathmath Thaufeeq. 
The Media Press Conference disseminated the highlights from ITB Berlin 2024 and latest updates and developments within the tourism and travel industry, providing valuable insights to the media and public. In his opening remarks at the press conference, The Maldives Minister of Tourism, Ibrahim Faisal stated that "We are forming new tourism advisory councils to ensure a collaborative approach to the industry's development, including joint efforts from Maldives Association of Tourism Industry (MATI), Maldives Association of Travel Agents & Tour Operators (MATATO), and National Hotel and Guesthouse Association of Maldives (NHGAM). Housing solutions for Maldivians working in resorts remains a top priority, and we're thrilled to be the host nation for ITB 2026, aiming to solidify the Maldives' position as a premier tourist destination." 
Speaking at the event, Chief Executive Officer & Managing Director of MMPRC, Ms.Fathmath Thaufeeq presented the highlights from ITB Berlin 2024, the largest travel trade exhibition in the world. She stated that “ITB Berlin 2024 was a resounding success. Our presence included a large contingent, high-level meetings, cultural showcases, and the well-received Maldivian Evening". Speaking to the media present at the conference, MMPRC CEO & MD of,
Ms Fathmath Thaufeeq outlined the key achievements of the event including, the official launch of the first edition of the National Hotels and Guest House Association of Maldives magazine, and the MATATO Media Kit for the 2024 Maldives Finder inaugurated by Minister of Tourism, Ibrahim Faisal, highlighting valuable resources for the tourism industry and the travel trade. Additionally, she highlighted that MMPRC actively participated in discussions about sustainable tourism development at the Mastercard Tourism Innovation Hub. 
MMPRC CEO & MD, Ms Fathmath Thaufeeq also provided insights on the Maldives stand and concept at ITB Berlin 2024, stating that "The spacious Maldives stand at ITB Berlin 2024 provided a platform for 107 co-exhibitors and numerous B2B meetings, showcasing the diverse experiences and the Maldives unique offerings. Visitors were treated to captivating visuals, Maldivian cuisine demonstrations, and displays of local crafts, leaving a lasting impression". 
Following her remarks, Chairperson Ayesha Nurain Janah emphasised MMPRC’s dedication to sustaining our tourism brand, as envisioned by President Dr. Mohamed Muizzu, with rebranding positioned as a secondary objective. "MMPRC is dedicated to holistic improvement," she stated, "ensuring that rebranding reflects the organisation's evolving role and isn't merely a superficial change but a comprehensive transformation for its betterment." She further explained that discussions at the board level are ongoing to facilitate this strategic enhancement. 
The President’s Advisor Mr Mohamed Khaleel noted that the focus will be placed on boosting consumer awareness and demand during the summer season, with a target of increasing occupancy to 60% through special activities and collaboration with industry stakeholders. He also emphasised that China and India will be key markets for this initiative. 
The Media Press Conference held today aimed at fostering transparency, enhancing communication, and promoting collaboration within the industry, ultimately contributing to the growth and resilience of global tourism and travel trade. The conference further highlighted the latest information about MMPRC, our strategies, and the planned activities for the year that continue to showcase the wide array of experiences of the Maldives.
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