Inside the Maldives’ Bold Presence at WTM London 2024

The Maldives is making a strong impact at the World Travel Market (WTM) London 2024, which runs from November 5 to 7 at Excel London. As one of the world’s largest travel trade events, WTM provides a platform for professionals to connect, share insights, and explore business opportunities. MMPRC is leading the Maldives’ delegation, showcasing the country’s tourism offerings to the global trade.

A Strong Presence at WTM London 2024

This year, the Maldives brings a large team to WTM, with 217 representatives from 91 industry partners. MMPRC has set up a 650 sqm stand to showcase the country’s unique tourism experiences. The stand includes 75 co-exhibitor counters, 55 B2B meeting tables, and three meeting areas. Visitors can mark locations they’ve visited on a special interactive map at the stand.

MMPRC is engaging travel professionals from the UK, a key market for the Maldives. As of September 2024, 125,016 UK visitors accounted for 8.5% of total arrivals. MMPRC highlights the Maldives as a safe and secluded destination, ideal for travelers seeking privacy and natural beauty.

Sustainability at the Core

Sustainability is a central theme at WTM. The Maldives continues to lead in eco-friendly tourism, with initiatives to preserve its delicate marine ecosystems and coral reefs. MMPRC showcases the Maldives’ efforts to maintain its natural beauty through sustainable practices. Eco-friendly resorts and marine conservation programs continue to attract environmentally-conscious travelers.

MMPRC also emphasizes the Maldives’ commitment to sustainability in tourism. The country’s green initiatives resonate with travelers from the UK, where eco-conscious trends are on the rise. This focus helps the Maldives stand out as an attractive destination for responsible tourism.

The ‘World’s Biggest Giveaway’ Campaign

The “World’s Biggest Giveaway” campaign, launched at WTM, offers 52 free holidays for each week of 2025. This year-long initiative aims to engage travelers worldwide, promoting the Maldives’ diverse offerings. The campaign will run through social media contests on platforms like Instagram and TikTok, where winners will discover different parts of the Maldives.

Visit Maldives hopes the campaign will attract new visitors, especially as a year-round destination. Each contest will highlight a different aspect of the Maldives, from its beaches to vibrant culture and marine life. The giveaway also focuses on niche tourism segments, such as luxury, romance, and diving.

Addu City’s New Tourism Brand

Addu City unveiled its new tourism brand, “Addu: Beyond the Equator,” at WTM. This rebranding aims to promote Addu as a unique destination, offering a blend of natural beauty, culture, and history. The launch event, attended by Addu City officials and MMPRC representatives, introduced the city’s tourism potential.

Addu is now ready to attract global visitors. Throughout WTM, Addu representatives are meeting with travel agents and tour operators to build partnerships. The city’s rebranding highlights its unique offerings, positioning it as “The Other Side of Maldives.”

New Publications and Strategic Partnerships

At WTM Londong 2024, the Maldives Association of Travel Agents and Tour Operators (MATATO) launched Maldives Finder 2025, a comprehensive travel guide. This magazine promotes the Maldives’ rich culture, scenic landscapes, and tourism offerings. It aims to increase the country’s visibility, providing essential information for travelers.

Additionally, Travelution Magazine, the third edition, was also unveiled at WTM. Published by The Travel Guys, this resource helps travel professionals stay updated on the latest tourism developments in the Maldives.

Strengthening Infrastructure and Partnerships

Manta Air has partnered with Kaani Hotels and Resorts to provide luxury seaplane transfers for guests traveling to North Ari Atoll. This partnership ensures seamless transfers, elevating the guest experience. Known for its comfort and reliability, Manta Air enhances the arrival and departure process, showcasing the Maldives’ beauty from the skies.

In addition, Velana International Airport is expanding. A new terminal, set to open in 2025, will accommodate up to 7 million travelers annually. The airport’s growth supports the Maldives’ rising tourism demand.

Looking Ahead

The Maldives’ participation at WTM London 2024 reflects its commitment to growth, sustainability, and innovation. The country is positioning itself as a leading destination for a variety of traveler needs. Campaigns like “World’s Biggest Giveaway” and the rebranding of Addu City aim to attract visitors in 2025 and beyond.

By focusing on sustainability and diversifying tourism offerings, the Maldives is set to remain a top global destination for years to come.

Feature image by Visit Maldives

On April 19, 2025, Marriott International celebrated the success of 31 apprentices who graduated from the second batch of its Maldives Apprenticeship Program. The special ceremony took place at the Sheraton Maldives Full Moon Resort & Spa and featured key dignitaries, including Hon. Ibrahim Waheed, the Minister of Youth Empowerment, Information, and Arts, along with other officials from the Ministry of Youth Empowerment and the Maldives Institute of Technology (MIT). Additionally, Mark Fletcher, Marriott’s Area Director of Human Resources for Singapore and the Maldives, also attended to acknowledge the graduates’ achievements.

Hon. Ibrahim Waheed highlighted the program’s role in empowering the youth of the Maldives, commenting, “Today, we celebrate 31 apprenticeship graduates. These are 31 futures redefined—each a testament to what happens when opportunity meets action. To our apprentices, you step forward as ambassadors of possibility. And to Marriott International, thank you for not just supporting this program, but for championing it—your commitment to mentorship and local capacity building is truly admirable.”

A Collaborative Effort in Hospitality Training

The Marriott Apprenticeship Program is a collaborative effort between Marriott International, the Ministry of Youth, Sports, and Community Empowerment, and MIT. This 10-month program provides participants with a well-rounded education that includes theoretical lessons at MIT and hands-on experience at various Marriott resorts across the Maldives. Specifically, the apprentices received training in several key hospitality sectors, including front office operations, culinary arts, food and beverage service, and housekeeping.

By partnering with the Maldivian government, Marriott became the first international hospitality brand to support such an apprenticeship initiative in the country, reinforcing its dedication to developing local talent. In this way, the program supports Marriott’s broader mission to cultivate the next generation of leaders in the fast-growing Maldivian tourism industry.

Practical Experience Across Marriott’s Maldives Resorts

The apprentices completed their theoretical training at MIT before gaining practical experience at Marriott’s luxurious properties in the Maldives, such as The Ritz-Carlton Maldives, Fari Islands; The St. Regis Maldives Vommuli Resort; JW Marriott Maldives Resort & Spa; W Maldives; Le Méridien Maldives Resort & Spa; Sheraton Maldives Full Moon Resort & Spa; and The Westin Maldives Miriandhoo Resort.

True to the company’s guiding principle of “We Put People First,” Marriott focuses on helping young professionals grow and succeed. As a result of their hard work, all the graduates received Level-3 certification, officially recognized by the Maldives Qualification Authority (MQA). This certification acknowledges their successful completion of both the academic and practical components of the program, preparing them for careers in the hospitality industry.

Looking Ahead to a Bright Future

Mark Fletcher reflected on the program’s origins, noting, “When we launched this program in 2023, it was envisioned as a pilot, a leap of faith, grounded in belief. A belief in crafting talents of Maldivian youth, belief in the strength and collaboration, and belief in Marriott’s commitment to “take care” – not just our people but the communities where we serve. What began as an initiative is now a movement, and Marriott International is proud to be the first international hospitality brand to officially launch such apprenticeship program in the Maldives”

Ultimately, this graduation marks a key milestone in Marriott’s efforts to contribute to the long-term sustainability of the Maldives’ tourism industry by fostering a talented and skilled local workforce. Marriott looks forward to watching its graduates embark on successful careers and continue playing an essential role in the growth of the country’s hospitality sector.