Emirati social media influencer Khalid Al-Ameri has arrived in the Maldives for an exclusive familiarisation (FAM) trip, organised by the Maldives Marketing and Public Relations Corporation (MMPRC).

The trip, running from March 22 to 26, 2025, aims to promote the Maldives as a prime destination for Middle Eastern travellers during Ramadan.

Speaking to MMTV, MMPRC Managing Director Ibrahim Shiuree revealed that Khalid’s influence and large audience make him an ideal ambassador for the Maldives, especially targeting the Middle East and GCC region.

Khalid, with a combined following of over 21 million people across social media platforms such as Instagram, TikTok, and YouTube, is known for his culturally relevant and engaging content.

Throughout his visit, Khalid will highlight the Maldives’ cultural heritage, focusing on local traditions observed during Ramadan. His content will showcase the unique experiences available in the Maldives during this time, such as fasting and iftar by the beach, as well as luxury stays suited for Middle Eastern tourists. The campaign will also highlight the Maldives’ offerings beyond its beaches, including local experiences and island tourism.

MD Shiuree emphasised that this initiative is part of the Maldives' strategy to diversify its tourism offerings and attract a broader range of travellers. Under the leadership of President Dr Mohamed Muizzu, the Maldives aims to position itself not only as a beach destination but as a cultural and luxurious experience.

The Middle East contributed 3.9 per cent to the total number of tourists visiting the Maldives, with over 79,000 Middle Eastern tourists arriving in 2024. This collaboration with Khalid Al-Ameri is expected to further increase this number by attracting last-minute bookings during Ramadan.