A new campaign to promote the Maldives as a tourist destination has been officially launched in Dubai, featuring Maldivian branding on 100 taxis across the city.

The campaign was inaugurated by Minister of Tourism and Environment, Thoriq Ibrahim, and comes as part of the country’s wider efforts to enhance its presence at the Arabian Travel Market (ATM) 2025.

The Arabian Travel Market, one of the region’s largest tourism and travel exhibitions, began on April 28 and is expected to attract exhibitors from over 160 countries. Although the fair runs for four days, the Maldives-themed taxi advertisements will remain in place for an entire month, ensuring continued visibility beyond the duration of the event.

In a recent interview with MMTV, Maldives Marketing and Public Relations Corporation (MMPRC) Managing Director Ibrahim Shiuree said the campaign was timed to coincide with ATM and is intended to maximise the country’s exposure during the high-profile travel event. He noted that branding 100 taxis in a city hosting over 4,600 exhibitors offers a strategic opportunity to attract more tourists to the Maldives.

The advertisements feature images of Maldivian scenery alongside photos of Liverpool FC players, aligning with the MMPRC’s recent partnership with the UK-based football club.

This latest initiative follows a similar campaign launched during the ITB Berlin travel fair in March 2025, where 200 taxis in the German capital carried Maldives tourism branding.

The Government has been ramping up efforts to boost tourism in key international markets to achieve its target of 2.3 million tourist arrivals, following a successful year in 2024.