Maldives tourism marketing to shift focus to conversion-driven marketing in 2025

Maldives Marketing and Public Relations Corporation (MMPRC) announced a new strategic direction for its tourism marketing efforts in 2025. Moving away from traditional trade shows, Visit Maldives will adopt more conversion-driven marketing tactics, with an emphasis on digital campaigns, video-based content, and strengthened international collaborations.

The announcement was made at a press conference held at MMPRC headquarters on Sunday by Abdulla Ghiyas, Chairperson of MMPRC, and Ibrahim Shiuree, CEO and Managing Director of MMPRC.

Several initiatives will support the new strategy. These include:

1. Visit Maldives Shop: A platform for distributing branded merchandise.
2. Visit Maldives Calendar: A centralised hub for event information to assist visitors in planning trips.
3. Visit Maldives Academy: An educational program offering industry knowledge and Destination Specialist certification.
4. Visit Maldives Content Portal: A resource for curated content, providing opportunities for local creatives to showcase and sell digital assets.
5. Visit Maldives Data Dashboard: A platform for industry insights and analytics, developed in partnership with global data leaders.

To enhance its presence in key markets, Visit Maldives will launch “Visit Maldives Week,” featuring activities such as media events, press breakfasts, seminars, networking evenings, food trucks, and outdoor marketing initiatives. These events will target markets including Germany, Dubai, India, and Russia.

While the annual focus will shift from ITB Berlin to ATM Dubai, significant activities will continue to take place in Berlin. Building on the success of previous campaigns such as “Winter is Blue,” which reached 22 million people in one month, Visit Maldives will expand its collaborations with digital platforms like Meta.

The organisation will also host enhanced webinars, familiarisation trips, and partner with NGOs to streamline costs and reduce fair budgets. Campaigns targeting niche markets, including MICE tourism, solo travellers, and “bestie” getaways, are planned. Visit Maldives will also refine its positioning with the help of international branding specialists.

To promote sustainability and unique experiences, Visit Maldives Club will launch “Burunu Boma,” announced as the world’s largest sustainable fishing competition. Scheduled for late April and May 2025, the competition aims to attract a global audience.

Other efforts include major events focused on film tourism, influencer collaborations, and storytelling to further enhance the destination’s appeal.

The goal for 2025 is to maintain consistent marketing activity in the top 25 markets. This will be supplemented by major summer campaigns and a robust public relations push. Visit Maldives aims to strengthen industry partnerships and achieve collective success through its initiatives.

The strategic changes reflect a commitment to evolving with market trends while enhancing the Maldives’ position as a premier global destination.