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Lily Hotels Appoints Helen McCulloch as Market Expert for Europe, UK, and South Africa

Helen McCulloch
Lily Hotels has announced the appointment of Helen McCulloch as the new Cluster Sales & Marketing Manager.

Lily Hotels has announced the appointment of Helen McCulloch as the new Cluster Sales & Marketing Manager to drive business from Europe, UK, and South Africa for the two stunning iconic & award-winning luxury resorts Lily Beach Resort & Spa and Hideaway Beach Resort & Spa. Situated in one of the most beautiful locations in the world – the Maldives – the resorts offer guests genuine hospitality and unparalleled experiences.

An international travel industry expert with more than 15 years of experience, Helen began her career journey by establishing a solid track record in the global luxury travel industry as a Product Manager.

I’m thrilled to welcome Helen as the newest member of the commercial team. Her extensive expertise and ability to build strong business from Europe, UK, and South Africa, combined with her passion for luxury hospitality, will ensure a successful business performance.

Imroz Uddin, Group Director of Sales & Marketing at Lily Hotels.

Helen McCulloch joins Lily Hotels to continue a successful career which has a focus on doing sales and marketing targeting Europe, UK, and South Africa. In her new role, Helen will be responsible for the aforementioned markets and will also work on achieving goals in revenue generation and finding new business opportunities from the assigned market.

I’m highly honored to be appointed as the Cluster Sales & Marketing Manager for Lily Hotels. One thing that drew me to work for this operator is that it operates a unique set of properties in the Maldives with breathtaking serenity located in such a wonderful location where the people live and breathe hospitality, always with a smile, and friendly demeanor. I am very proud and humbled to be part of this refined and luxury portfolio. Hope to contribute to the greater success of it.

Speaking about her new role, Helen said.

Earlier this month, Lily Hotels has announced the promotion of Idrys Sulaiman as the new Cluster Sales & Marketing Manager to drive Local DMCs for the two stunning iconic & award-winning luxury resorts. Lily operates two amazing properties in the Maldives; Lily Beach Resort & Spa and Hideaway Beach Resort & Spa.

Feature image by Lily Hotels
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Why ATM 2025? The Maldives Shifts Focus to Dubai’s Arabian Travel Market

Arabian Travel Market 2025: Maldives Shifts Focus to Dubai

The travel and tourism sector is undergoing significant transformation, and the Arabian Travel Market (ATM) 2025 in Dubai is set to play a central role. For years, ATM has served as a vital meeting point for global industry leaders, innovators, and professionals. In 2025, however, the event’s importance has grown, not just due to its strategic location and global reach, but also because of an emerging shift in how countries, including the Maldives, are prioritizing international tourism fairs. Traditionally aligned with major European tourism events like ITB Berlin, the Maldives has now designated ATM as its most important international tourism fair, marking a decisive pivot in the country’s global tourism strategy.

ATM 2025: A Landmark Event for the Travel Industry

Set to take place from April 28 to May 1, 2025, at the Dubai World Trade Centre, ATM will be more than just a gathering; it’s expected to be an industry milestone. With over 46,000 tourism professionals attending from more than 160 countries, the 2025 edition promises to showcase the latest innovations, trends, and developments in the travel and tourism industry. As the world moves toward post-pandemic recovery, the event will highlight how the industry can develop through enhanced connectivity and forward-thinking technology.

The overarching theme of ATM 2025, “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” reflects the rapid shifts in global travel patterns. From Artificial Intelligence (AI) shaping travel experiences to sustainability coming to the forefront, ATM 2025 will not only spotlight emerging trends but also offer a platform for businesses, governments, and stakeholders to forge new partnerships and explore new opportunities.

One of the key innovations at ATM 2025 will be the incorporation of cutting-edge AI technologies. As the travel industry becomes more tech-driven, the event will explore how AI streamlines operations, personalizes customer experiences, and aids in sustainable destination management. AI will take center stage at ATM 2025, with prominent speakers, including Cassie Kozyrkov, the former Chief Decision Scientist at Google, offering insights into how businesses can strategically adopt AI to drive growth.

Why ATM? Maldives Shifts Its Focus

For many years, the Maldives has maintained a strong presence at global tourism fairs, with ITB Berlin serving as a traditional cornerstone. However, in 2025, the Maldives Marketing and Public Relations Corporation (MMPRC) made a notable decision: the Arabian Travel Market (ATM) will now take precedence over ITB Berlin as the country’s primary tourism event. This strategic shift forms part of a broader recalibration of how the Maldives engages with the global tourism industry.

One of the driving factors behind this pivot is accessibility. The Maldives, like many other destinations, faced logistical challenges with European trade shows such as ITB Berlin. Visa difficulties and geographical constraints hindered the participation of Maldivian industry professionals, limiting their ability to engage with international stakeholders. Dubai, however, with its easy access to the wider Middle Eastern, African, and Asian markets, presents a much more viable platform for global engagement.

MMPRC Managing Director Ibrahim Shiuree affirmed that consultations with industry stakeholders, including resort operators and tourism associations, guided the move to prioritize ATM. As a result, ATM now offers the Maldives the visibility and accessibility it needs to promote its thriving tourism sector to an increasingly diverse international audience.

At ATM 2025, the Maldives delegation will present a strong presence, with over 230 representatives, including 111 exhibitors showcasing a wide range of resorts, guesthouses, and luxury services. In addition to promoting the country’s stunning natural beauty, MMPRC will also curate a cultural experience to replace the Maldives’ traditional “Maldivian Night” event, once held at ITB Berlin. This new showcase will offer international audiences a taste of Maldivian cuisine, music, and arts, highlighting the country’s unique cultural identity.

ATM: A Gateway for Regional Tourism Growth

The growing importance of ATM is not limited to the Maldives. The event has become a central hub for countries across the Middle East, Asia, and beyond to showcase their tourism offerings. In 2025, exhibitors from Asia will increase notably, with countries like India and China significantly expanding their participation. This highlights the region’s increasing influence in the global tourism market, particularly as Asia emerges as the fastest-growing region for tourism recovery.

Saudi Arabia, for instance, will spotlight its ambitious Vision 2030 at ATM 2025, with major tourism projects like the Red Sea Coast and NEOM taking center stage. Similarly, the UAE, Qatar, and other Middle Eastern countries will showcase their advancements in tourism infrastructure and evolving cultural tourism offerings.

The Middle East’s tourism sector has demonstrated impressive resilience post-pandemic, with the region recording a 32% increase in international arrivals over pre-pandemic 2019 levels. This robust recovery is expected to continue, with ATM 2025 providing an invaluable platform for international buyers and stakeholders to tap into this growing market.

A New Era for Tourism in the Maldives and Beyond

For the Maldives, ATM 2025 represents more than just a change in venue; it signals the country’s readiness to adapt to global tourism dynamics and the growing influence of the Middle East as a tourism hub. By focusing on Dubai and the Arabian Travel Market, the Maldives positions itself as a key player in a rapidly changing global tourism landscape, one that increasingly demands accessibility, connectivity, and cultural engagement.

Beyond the Maldives, ATM 2025 will likely become a game-changer for the global tourism industry. The event will highlight the importance of sustainability, technology, and cultural exchange as key drivers of growth. It will also offer valuable insights into the challenges and opportunities facing the global travel market, from the impacts of AI to the need for sustainable tourism practices.

As the travel industry continues to evolve, ATM 2025 will serve as a testament to the power of collaboration, innovation, and forward-thinking strategies. For countries like the Maldives, it represents the perfect opportunity to showcase not just their natural beauty but also their evolving tourism models that embrace cultural heritage, sustainability, and technological advancements.

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