The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has hosted a seminar titled "The Next Chapter of Maldives Tourism - Berlin Edition" at ITB Berlin 2025. Held on March 4th, 2025, at Hybrid Studio 5.3, the seminar focussed on discussing initiatives and investments in the Maldivian tourism industry. Emceed by the Chief Operating Officer (COO) of MMPRC, Ms Sabeeha Ahmed, the engagement highlighted government and industry-led efforts to explore new market segments, increase bookings, and promote sustainable development.

Over x representatives from the German and global travel trade attended the seminar which was initiated with an informative short video presentation on the Maldives as a premier tourist destination. The event featured five prominent speakers from the Maldives tourism sector, with each speaker delivering insights on topics ranging from government initiatives, sustainable practices, and marketing strategies, to the importance of collaboration between the public and private sectors.

The Honourable Minister of Tourism and Environment, Mr Thoriq Ibrahim, spoke first, providing insights into the government's vision while emphasizing key initiatives, policies, 5TMP strategies, and the connection between tourism expansion and destination development. He stated, “The government is committed to facilitate a conducive investment and operating environment for the tourism industry. We also recognize that our guests today are not the same as those who visited us decades ago. We need to harness developments in technology not just to improve efficiency but to build a tourism industry that is resilient, competitive, and future-ready”

Tourism Industry Pioneer and Vice Chairman MATI, Mr Hussain Afeef, next shared the story of the destination's evolution, focusing on its transition to environmentally conscious tourism initiatives in product development. He highlighted the pivotal role of the private sector in giving back to nature and enhancing sustainable practices in the Maldives tourism sector. 

MMPRC’s CEO & Managing Director, Mr. Ibrahim Shiuree, discussed MMPRC’s marketing initiatives that align with national goals and the work undertaken by Visit Maldives to attract new types of travellers. He stated, "The Maldives has been the World’s Leading Destination for five consecutive years, and our goal is to maintain and strengthen this position. With our dedication to innovation, sustainability, and cultural tourism, MMPRC will continue to elevate the Maldives on the global stage.” 

Advisor to the President on Tourism Development, Mr Ibrahim Khaleel, spoke next, underscoring the importance of collaborative policies and efforts between the private sector and the government and how this partnership has developed. 

The speaker statements were rounded up by MMPRC Chairperson, Mr Abdulla Giyas Riyaz, who highlighted the interests of the current traveller to the Maldives and the significance of collaborative policies and initiatives to attract diverse visitor segments. He also discussed the role of media representatives in promoting the Maldives in the international travel and tourism landscape, remarking, “For travelers, this means every visit to the Maldives is a contribution to a sustainable future. From solar-powered resorts to marine conservation programs, visitors are not just experiencing paradise—they are part of preserving it.”

In a particularly exciting announcement during the seminar, it was revealed that Maldivian, the national carrier, is launching a new direct route between the Maldives and Germany. This development was met with enthusiasm from attendees and is expected to significantly boost tourism between the two countries. The new route will provide greater convenience for German travelers with the growing demand for travel to the Maldives and strengthen cultural and economic ties between the Maldives and Germany.

Targeting travel trade professionals, tour operators, travel agencies, airlines, hospitality partners, international travel media, and bloggers, the event included a "Save the Date" invitation emphasizing sustainable practices and an offer of a holiday experience at a "World Leading Destination" for one attending journalist. 

MMPRC is making a major push at ITB Berlin 2025 to boost 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.