As part of ongoing efforts to enhance the Maldives’ global tourism presence, a new marketing initiative has been launched to promote the country’s tourism brand through taxi advertisements in Dubai.

The campaign coincides with the Arabian Travel Market (ATM) 2025 beginning on the 28th of April. The event is a prominent international travel and tourism fair which is set to attract over 160 countries and more than 4,600 exhibitors. The Maldives Marketing and Public Relations Corporation (MMPRC) has initiated this promotional drive to run advertisements on 100 taxis in Dubai, aiming to increase the country’s visibility throughout the month.

Speaking in an exclusive interview with MMTV, MMPRC’s Managing Director Ibrahim Shiuree stated that although the ATM will run for just four days, the taxi campaign will extend over a one-month period. Shiuree explained that this initiative will allow passengers and passers-by to experience a glimpse of the Maldives through vivid visual branding placed on the taxis.

He also highlighted the use of Liverpool Football Club imagery in the advertisements. This follows a recent collaboration between MMPRC and the UK-based football club, considered one of the most successful in British football history. The partnership is expected to support broader promotional activities for the Maldives, leveraging Liverpool’s global popularity.

The MMPRC sees this campaign as a valuable opportunity to raise awareness about the Maldives and attract more tourists. Shiuree noted that with 100 taxis carrying the country’s branding across Dubai, the campaign is likely to have a significant impact during and beyond the travel fair period.

This marketing push is not the first of its kind. In March 2025, during the ITB Berlin travel fair, a similar campaign was conducted involving 200 taxi promotions, which was met with positive results.

Tourism promotion has remained a key priority under the leadership of President Dr Mohamed Muizzu. The current Administration has seen a steady increase in tourist arrivals, with various successful marketing initiatives contributing to the Maldives’ strengthened global image as a premier travel destination.