The Maldives Marketing and Public Relations Corporation (MMPRC) has posted a net profit of MVR 27.49 million for 2024, marking its first return to profitability in four years.

The financial results were announced during the corporation’s Annual General Meeting (AGM) held on July 15, 2025. Officials credited the positive turnaround to a series of structural changes aimed at improving financial oversight and cutting costs.

In contrast to the MVR 17.99 million deficit recorded in 2023, the latest figures reflect a notable shift in how MMPRC operates. The organisation now maintains spending levels below its total revenue and grant inflows, while aligning its work more closely with policy priorities set by the Government, Parliament, and the tourism sector.

Among the key measures taken, MMPRC slashed recurrent operational costs by over 10 per cent. A performance review of its international PR network led to the downsizing of overseas offices from 21 to six — saving more than MVR 4 million. Meanwhile, spending on international trade events, which previously absorbed nearly 80 per cent of the marketing budget, has been reduced to 34 per cent. The corporation said it now saves an average of MVR 2 million per major event, without affecting its international reach or industry presence.

Currently, MMPRC is spearheading more than 21 global campaigns to position the Maldives in key markets. It has also rolled out several joint marketing efforts with tour operators and airlines, valued at over MVR 10 million. These partnerships, based on matched contributions, are designed to strengthen the Maldives’ standing in a highly competitive global tourism landscape.

Tourist arrivals have improved across all of the Maldives' top ten source markets. Notably, India saw a 4 per cent increase following a sharp 39 per cent drop in 2023. Positive trends were also seen from Russia, the UK, China, and other leading markets. Supporting these results, MMPRC cited a dramatic 1000 per cent rise in search interest for the Maldives from both Europe and Asia, based on Google Trends data.

The AGM further highlighted MMPRC’s ongoing shift toward becoming a more agile, data-led marketing organisation. The management team reaffirmed its focus on accountability, stronger industry collaboration, and delivering long-term value to the Maldivian economy.