The Maldives is participating in Internationale Tourismus-Börse (ITB) Berlin 2025, one of the world’s largest tourism trade fair, with a delegation of 200 industry stakeholders from 89 companies.

The event provides a platform to promote Maldivian tourism, establish new market connections, and expand engagement with German-speaking markets.

The Maldives Marketing and Public Relations Corporation (MMPRC) is showcasing the country’s tourism offerings at a 504-square-meter double-decker stand, designed to highlight key tourism segments. As part of the programme, MMPRC hosted a seminar titled "The Next Chapter of Maldives Tourism – Berlin Edition", focusing on industry strategies, market expansion, and sustainable tourism development.

During the event, Minister of Tourism and Environment, Thoriq Ibrahim, held discussions with tourism industry stakeholders, including Hussain Afeef, Dertour, TUI, and Edelweiss Airlines. The meetings focused on connectivity, market development, and industry collaboration.

The Minister, along with Ambassador Aishath Shaan Shakir, also met with Maldivian Consuls in Germany, Christian von Stetten and Andreas Peter Witte, to discuss tourism promotion efforts in the German market.

According to official statistics, Germany remains one of the top five source markets for Maldives tourism, with over 150,000 tourist arrivals in 2024 alone. MMPRC’s marketing strategy includes promotional campaigns tailored to German-speaking audiences, as well as collaborations with premium travel brands to improve market reach in Germany, Switzerland, and Austria.

Recent marketing efforts include a collaboration with Edelweiss Airlines for a raffle at Art on Ice in Switzerland, a high-profile advertising campaign at Berlinale, and participation in IMM Germany. Other initiatives include taxi advertising campaigns, Visit Maldives Week in Munich, Frankfurt, and Zurich, and media engagement through press trips and webinars.