The Maldives made an extraordinary statement at the Arabian Travel Market (ATM) 2025, showcasing its innovative approach to destination marketing and global tourism connectivity. Held from April 28 to May 1 at the Dubai World Trade Centre, the event saw the Maldives deliver a groundbreaking presentation that went far beyond traditional destination promotion.
A powerhouse delegation of 235 representatives from 110 Maldivian companies transformed the destination’s 517.5 sqm double-decker stand into an immersive cultural and tourism experience. The strategic display not only highlighted the Maldives’ natural beauty but also emphasized its evolving tourism landscape through cutting-edge marketing techniques.
The standout feature of the Maldives’ participation was its unprecedented global partnership with Liverpool Football Club (LFC), which created a unique marketing narrative. This collaboration manifested through an interactive LFC-themed zone, creative advertising across Dubai’s green taxis, and a prominent outdoor advertisement at the Convention Gate entrance, signaling a bold new approach to destination branding.
A highlight of the event was the “Maldivian Evening 2025” hosted at the Theatre of Digital Art (TODA), which offered an extraordinary sensory journey through Maldivian culture. The evening featured immersive installations, live music, folklore performances, and a fashion show that captivated tourism dignitaries and media representatives, demonstrating the destination’s rich cultural depth.
Strategic partnerships emerged as a key theme, with the Maldives signing significant Memorandums of Understanding (MOUs) with major players including Emirates Airlines, Qatar Airways, Bank of Maldives, the Indian Association of Tour Operators (IATO), and Resort Life Travel. These collaborations underscore the Maldives’ commitment to expanding its global tourism footprint and enhancing international connectivity.
The destination’s marketing prowess was further amplified by the launch of Maldivian Airlines’ new inflight magazine and NHGAM’s second edition of “I AM Maldives” magazine, which serve as powerful platforms for brand storytelling and cultural representation.
With over 14,000 tourist arrivals from the Middle East and GCC region already recorded in 2025, the Maldives is strategically positioning itself for continued growth. The nation’s approach combines targeted marketing initiatives, influencer collaborations, and upcoming events like Visit Maldives Week to maintain its competitive edge in the global tourism market.
The Arabian Travel Market 2025, attended by 55,000 industry professionals, provided the perfect platform for the Maldives to showcase its transformation from a traditional island destination to a sophisticated, globally-connected tourism powerhouse. By intertwining culture, innovation, and strategic partnerships, the Maldives has set a new benchmark for destination marketing.
For comprehensive details on the Maldives’ remarkable performance at ATM 2025, visit the official post-event report.
