ITB Berlin 2025 has been hailed as a significant success by Minister of Tourism and Environment Thoriq Ibrahim, who highlighted its role in reinforcing the Maldives' presence in Germany and neighbouring markets.

The Maldives' participation at ITB Berlin focused on expanding into new market segments, increasing tourist bookings, and promoting sustainable tourism development. Minister Thoriq Ibrahim stressed that the fair offers unparalleled opportunities for business-to-business engagements, particularly within German-speaking markets. He noted that Germany remains one of the Maldives’ top five source markets, with over 150,000 arrivals recorded in 2024.

To further strengthen its presence in this region, the tourism promotion board of Maldives, Maldives Marketing and Public Relations Corporation (MMPRC), has implemented a targeted marketing strategy, incorporating promotional campaigns tailored to audiences in Germany, Switzerland, and Austria. These initiatives include strategic collaborations with premium travel brands to enhance the Maldives’ visibility and attract high-value travellers.

Throughout the fair, extensive discussions took place with international travel agencies, airlines operating flights to the Maldives, and leading tour operators. In addition, the Minister engaged with key figures in the Maldives’ tourism sector to explore future promotional initiatives aimed at maintaining and enhancing the country’s reputation as a world-class destination. Reaffirming the Government’s commitment to tourism development, he highlighted President Dr Mohamed Muizzu’s vision for the sector.

The record-breaking arrival of over two million tourists in 2024 was cited as a testament to this strategic direction. Looking ahead, the Government has set an ambitious target of 2.3 million tourist arrivals in 2025, with comprehensive marketing and promotional initiatives planned in collaboration with MMPRC and industry stakeholders.

Held from March 4 to 6 in Berlin, Germany, ITB Berlin remains the world’s largest travel trade show, bringing together key stakeholders from the global tourism industry. The event serves as a crucial platform for fostering business relationships, facilitating networking opportunities, and promoting tourism products to both business-to-business (B2B) and business-to-consumer (B2C) audiences.

This year marked the Maldives’ 41st participation in the prestigious event, with a delegation of approximately 200 representatives from 89 companies. As part of the country’s continued efforts to enhance its global tourism appeal, the Minister highlighted the significance of a seminar organised under the banner The Next Chapter of Maldives Tourism – Berlin Edition.

Led by MMPRC, the seminar provided industry stakeholders with a comprehensive overview of the country’s tourism products and strategic vision for the future.