In a vibrant move to spotlight the Maldives as a top-tier travel destination, the Maldives Marketing and Public Relations Corporation (MMPRC) has launched a high-profile promotional campaign in collaboration with Liverpool Football Club, featuring the tropical paradise on taxis across Dubai.
The campaign was officially inaugurated by the Minister of Tourism and Environment, Thoriq Ibrahim, during the ongoing Arabian Travel Market (ATM) – the Middle East’s leading international tourism exhibition. The initiative is part of the Maldives’ broader strategy to strengthen its presence in key markets across the Middle East and the UAE.
A fleet of 200 taxis adorned with breathtaking visuals of the Maldives, along with eye-catching promotional messages, will cruise through some of Dubai’s busiest and most iconic areas for the next month. MMPRC stated that the campaign is designed to generate strong visual impact and create brand recall among Dubai residents and international visitors during the peak ATM season.
This year, the Maldives holds the status of flagship country at the Arabian Travel Market. Representing the island nation are 235 tourism professionals from 110 Maldivian travel and hospitality companies, all actively engaging in the event to promote the country’s diverse offerings.
Held annually, the ATM serves as a critical platform for travel industry leaders and innovators to network, forge strategic partnerships, and present new products to global buyers. The four-day event attracts thousands of professionals seeking to explore trends, insights, and emerging opportunities in the tourism sector.
This isn’t MMPRC’s first foray into city-wide promotional campaigns. Earlier this year, the corporation executed a similar advertising effort in Berlin to coincide with the ITB Berlin travel trade show, targeting the European market.
The Dubai taxi campaign marks another step in MMPRC’s ongoing efforts to position the Maldives as a must-visit destination in the global tourism arena, particularly among travelers from the Middle East.
