The Maldives Marketing and Public Relations Corporation (MMPRC) has announced new strategies to boost tourism with plans to explore new sectors in the Maldives.

Speaking on MMTV's Bodu Khabaru programme, MMPRC Managing Director Ibrahim Shiuree highlighted the need to diversify the nation's tourism offerings beyond its traditional image as a luxury honeymoon and diving destination.

Shiuree noted that while the Maldives is internationally recognised for its natural beauty, its reputation for sea, sun, and sand has been firmly established over the past 50 years. He emphasised that MMPRC is now looking at innovative ways to expand the tourism market and generate greater revenue.

One such initiative is the introduction of sport fishing, with MMPRC’s Visit Maldives Club launching the 'Burunu Boma' tournament. This event, set to become an annual competition, is expected to attract a new audience to the Maldives, starting in April-May 2025.

In addition to sport tourism, Shiuree mentioned the potential of film tourism, an area MMPRC is actively exploring. The Maldives has previously been featured in international films, including Star Wars. Shiuree suggested that the country could follow in the footsteps of other nations, like New Zealand, to develop a thriving film tourism industry. He pointed to successful initiatives where countries sell merchandise related to iconic film locations, enhancing their tourism revenue.

Another sector MMPRC is looking to develop is education and wellness tourism. Shiuree highlighted the Maldives' rich tradition of local medicine and its potential to attract tourists seeking wellness experiences. MMPRC has already collaborated with Baa Atoll’s Kendhoo Island Council to produce a documentary promoting the island's unique offerings.

Despite the Maldives being recognised as the world’s leading destination for five consecutive years, Shiuree pointed out that MMPRC is focusing not only on high-end tourists but also on middle-class markets and emerging demographics.

The corporation is using modern tools like social media and data-driven marketing to reach these new groups while ensuring that costs are kept down and results are maximised.

By targeting new niches such as sport fishing, film tourism, and wellness, MMPRC aims to broaden the Maldives' appeal and continue to position the nation as a top global destination.