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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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Visit Maldives Powers Up Summer 2025 with Bold Campaigns Across Key Markets

Maldives Summer Travel 2025: Visit Maldives launches global campaign boosting bookings.

As summer travel heats up worldwide, the Maldives takes bold steps to shine brighter than ever on the global tourism stage. The Maldives Marketing and Public Relations Corporation (MMPRC), known as Visit Maldives, has launched a wide-ranging summer campaign across key international markets to boost brand visibility and drive bookings for the idyllic Indian Ocean paradise. This multifaceted effort not only strengthens the Maldives’ position as a top luxury getaway.

As part of this dynamic push, Ibrahim Shiuree, CEO & MD of Visit Maldives, highlights the bigger picture behind these efforts:

“This summer campaign is part of a broader effort to intensify our presence in key markets where we see significant potential for immediate arrivals and long-term growth. We aim to build sustained interest in the Maldives as a top-of-mind destination by combining on-the-ground activities with strategic media placement and global partnerships.”

Why the Maldives is the Ultimate Summer Escape

Known for its crystal-clear turquoise waters, powder-white beaches, and overwater villas that epitomize luxury, the Maldives offers an unbeatable summer retreat for travelers seeking both relaxation and adventure. Unlike many traditional destinations, the Maldives’ tropical climate creates a year-round haven, with summer bringing warm sunshine and vibrant marine life—perfect for diving, snorkeling, and serene beach days. Beyond natural beauty, the Maldives’ rich culture and world-class hospitality ensure every visitor experiences something truly special.

Global Reach Through Strategic Partnerships and Campaigns

To capture the attention of high-value travelers, Visit Maldives capitalizes on powerful global alliances and sophisticated marketing across its top source markets.

United Kingdom: The Maldives secured a high-profile partnership with Liverpool FC, positioning itself as the club’s Official Tourist Destination Partner. This alliance amplifies the Maldives’ brand visibility among millions of football fans worldwide. The UK campaign features extensive out-of-home (OOH) advertising, including eye-catching ads on London’s underground and buses, alongside taxi promotions that keep the Maldives front-of-mind for British travelers planning summer vacations. Additionally, a collaborative campaign with TravelBag (DNATA UK) aims to boost engagement and summer bookings.

Russia & CIS: Visit Maldives works closely with PAC Group and Resort Life Travel to offer personalized luxury experiences tailored to Russian-speaking tourists, ensuring the Maldives remains a preferred summer destination in this region.

Europe’s DACH Region (Germany, Austria, Switzerland): A strong ongoing campaign with travel giant TUI leverages their extensive retail and online network to promote Maldives vacations, targeting both B2B and B2C audiences. Supplementary collaborations with DER Tour and Alpitour in Germany and Italy respectively create tailored packages and increase bookings through well-established travel agencies.

Poland and Spain: Promotional campaigns with TUI Poland and Travel + Leisure magazine tap into affluent, travel-savvy audiences, elevating the Maldives’ status as a must-visit summer locale.

India: Recognized as a key market, India hosts a robust suite of initiatives, including partnerships with major travel platforms like MakeMyTrip, TBO, and Pickyourtrail. These efforts are supported by high-profile celebrity endorsements and exclusive campaigns with Bollywood director Farah Khan.

Digital & Influencer Engagement to Drive Bookings

In addition to the above summer campaigns, Visit Maldives is rolling out a special Summer Sale campaign across its social media platforms, featuring exclusive offers designed to spark inspiration and drive holiday bookings during the peak travel season. Supporting this push, a curated series of influencer activations targets key source markets, delivering aspirational content across Instagram, YouTube, and TikTok.

Setting the Stage for an Unforgettable Summer in the Maldives

With a strategic focus on strengthening trade partnerships and highlighting the Maldives’ unique summer appeal, Visit Maldives is driving early bookings not only for the upcoming peak season but also for the 2025-2026 winter months. By addressing the seasonal marketing gaps from the previous year, these well-coordinated campaigns secure a sustained presence in key markets and keep the Maldives top of mind for discerning travelers.

Backed by its unmatched natural beauty, luxurious accommodations, and global outreach, the Maldives is firmly positioned as the ultimate summer escape in 2025. Whether travelers seek peaceful beaches, vibrant underwater adventures, or rich cultural experiences, this Indian Ocean paradise offers an extraordinary getaway, made even more accessible thanks to Visit Maldives’ dynamic and ambitious summer campaign.

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