Maldives Marketing and Public Relations Corporation (MMPRC) has announced plans to expand its promotional efforts to the Arab World in 2025. 

Speaking on PSM News’ Khidhumaiytherin programme, Managing Director of MMPRC, Ibrahim Shiuree, revealed that the campaign will include a roadshow targeting countries across the Middle East and North Africa (MENA) region. This marks a shift in MMPRC’s promotional focus, as the Arab World has not been prioritised in past campaigns.

“We recently engaged with officials from Saudi Arabia, Qatar, Dubai, and Gulf Air in Bahrain. They were very supportive and recommended including Bahrain in our efforts. Next year, we will conduct roadshows and marketing activities across the Middle East,” Shiuree explained.

The initiative comes as the Maldives seeks to build on the 67,224 arrivals from the Middle Eastern region recorded during the first 10 months of 2024, according to the Ministry of Tourism. Shiuree stated that the campaign aims to increase these figures by positioning the country as a top destination for Arab travellers.

MMPRC’s strategy aligns with evolving travel trends and market demands. Earlier this year, the organisation targeted the Indian market through roadshows in major cities, which successfully boosted tourist arrivals from India following a decline.