Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) along with 45 travel and tourism companies and 100 representatives are delighted to showcase the Sunny Side of Life at ITB China 2024. The Maldives is the ‘Official Partner Destination’ for this prestigious event held from 27th to 29th May at the Shanghai World Expo Exhibition & Convention Center, Republic of China. 

ITB China is amongst the leading exclusive trade shows with a main focus on the Chinese Travel Market. The event brings together top and hand-selected buyers from Greater China and Chinese industry professionals from all over the world, providing networking events and a unique state-of-the-art matchmaking system to enhance and maximise business opportunities at the fair. 

MMPRC’s participation as the Official Destination Partner of ITB China 2024 assists in elevating the Maldives' presence within the Chinese market and travel sector. It encourages trade and media connections, driving tourism growth and facilitating the circulation of the latest Maldivian tourism offerings through one-on-one interactions with regional and global travel partners. Additionally, ITB China 2024 provides a significant platform for our industry partners to showcase their individual products and properties to this key market. 

The Maldives stand at ITB China 2024 is designed to showcase the rich heritage and vibrant hues of the Maldives, offering a taste of the unique experiences awaiting travellers to the Sunny Side of Life. Visitors can engage in productive one-on-one meetings with key travel trade representatives from the Maldives tourism sector and other strategic partners in the industry. Visitors can immerse themselves in authentic cultural performances and Dhivehi

calligraphy while savouring our delectable local delicacies. MMPRC will also be conducting media interviews directly at the stand, further expanding the Maldives' presence within the Chinese travel industry. 

Visit Maldives is conducting several events on the sidelines of ITB China 2024, most notably the “Maldives Media Meet” press conference taking place on the first day. This media meet facilitates connecting with leading Chinese and global media representatives to disseminate the latest information about the destination, as well as exciting upcoming events and policy updates relevant to tourism. An MOU is also to be signed at the media meet, between MMPRC and Weixin Pay, to enhance collaborations between the respective organisations. 

The Chinese market is a key source market for the Maldives, having reclaimed the top market spot following resumption of direct flights last year. MMPRC utilises a year-round marketing strategy encompassing a diverse range of initiatives for this lucrative market. As of 22nd May this year, the Maldives has welcomed 95,952 Chinese tourists, making up 11.2% of the total market share. 

MMPRC has several activities planned ahead to market under the effort to maintain destination presence and increase arrivals. This includes collaborative campaigns with prominent tourism stakeholders, media familiarisation trips, targeted marketing with leading publications and magazines, strategic outdoor advertising placements, and co-operative marketing programs with key airlines. MMPRC continues to drive tourism growth and solidify the Maldives' position as a leading travel destination in the region.