The Maldives has made a grand entry at the Arabian Travel Market (ATM) 2025, the Middle East’s largest travel and tourism fair, which officially opened on Monday at the Dubai World Trade Centre.
ATM 2025, running through Thursday, is welcoming participants from over 160 countries under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.” With a strong presence this year, the Maldives has set up 110 stalls at the fair, meticulously prepared to highlight the nation’s tourism attractions, culture, and hospitality.
The Maldives Marketing and Public Relations Corporation (MMPRC), which is leading the delegation, has organized a variety of activities to boost the destination’s visibility. The official opening of the Maldivian stand was marked with a special ceremony featuring traditional Maldivian dances, attended by Tourism Minister Ibrahim Faisal, MMPRC Managing Director Ibrahim Shiuree, and senior officials from the tourism sector. A group photo session followed the lively performances.
The Maldivian pavilion is shining a spotlight on the country’s unique culture, traditional attire, and culinary experiences, while individual stalls by resorts and tourism companies are also drawing interest from attendees. A record 235 Maldivians are taking part in this year’s fair, reflecting the growing importance of the Middle Eastern market for the Maldives.
In addition to the main exhibition, the Maldives is set to host a “Maldivian Night” on Monday evening — a destination-focused event aimed at further engaging partners and potential travelers. The country will also participate in several side events throughout ATM 2025 to promote its diverse tourism offerings.
In a major highlight, Visit Maldives is leveraging its global partnership with Liverpool Football Club (LFC) to enhance its visibility during ATM 2025. A dedicated LFC-themed zone has been set up at the Maldives stand, complete with an interactive photo backdrop where visitors can snap photos with life-sized cutouts of popular LFC players against scenic Maldivian backdrops. Branded graphics throughout the stand prominently showcase the collaboration.
Furthermore, a strategic taxi advertising campaign has been rolled out across Dubai during April and May. The city’s iconic green taxis have been wrapped with striking visuals of the Maldives alongside images of Liverpool FC stars, accompanied by Arabic messages designed to resonate with local audiences.
MMPRC has designated ATM 2025 as its flagship fair of the year, underscoring the strategic importance of strengthening trade and media relations in the Middle East. Through innovative marketing initiatives and a strong presence at the fair, the Maldives aims to reinforce its position as a premier luxury destination and capture the attention of both travel professionals and tourists from the region.
