Maldives (Commonwealth Union)_ The Maldives made a significant presence at the World Travel Market (WTM) London 2024, one of the most influential events in the global travel and tourism industry. Held recently at ExCeL London, this prestigious event serves as a prime platform for industry professionals to network, share insights, and explore business opportunities. Accordingly, the Maldives Marketing and Public Relations Corporation (MMPRC), operating under the branding of Visit Maldives, actively participated in WTM 2024, aiming to highlight the destination’s tourism offerings and strengthen its ties with international travel partners.
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An impressive delegation of 217 industry professionals, including 91 key partners, represented the Maldives this year. The Maldives’ exhibition stand spanned a substantial 650 square metres and featured a variety of interactive and informative elements designed to captivate visitors. The stand was divided into several sections, including 75 co-exhibitor counters, 55 B2B meeting tables, and three dedicated industry meeting areas. A unique traditional corner added a cultural touch, while an interactive photo booth allowed visitors to virtually explore the Maldives and engage with the destination’s offerings. Guests also marked the Maldivian locations they have visited on a map, adding a personal touch to their experience.
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The UK continues to be one of the Maldives’ most important markets. As of September 2024, the UK accounted for 8.5% of the total tourist arrivals, with 125,016 British visitors heading to the Maldives. This solid relationship is further nurtured by MMPRC’s ongoing efforts to promote the destination among UK travelers. As part of its strategy, MMPRC has hosted several initiatives this year, including the Discover Maldives webinar series and collaborations with leading UK travel operators, keeping British tourists informed about the latest travel trends and offers from the Maldives.
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On November 5, MMPRC hosted the Maldives Media Meet press conference at WTM, where updates on the country’s sustainable tourism initiatives were shared. MMPRC’s CEO and Managing Director, Ibrahim Shiuree, led the conference, with notable speakers such as Minister of Tourism Ibrahim Faisal, High Commissioner to the UK Dr. Iruthisham Adam, MMPRC Chairperson Abdulla Giyas Riyaz, and Vice Chairman of the Maldives Association of Tourism Industry (MATI), Hussain Afeef. The panel discussed the Maldives’ ongoing efforts to make tourism more sustainable while enhancing its appeal to UK travelers. In addition to the press conference, the MMPRC team launched the World’s Biggest Giveaway global campaign, aimed at engaging international audiences and promoting the unique experiences that the Maldives offers.
Another highlight of the first day at WTM was the launch of Destination Addu, which seeks to bring attention to the southernmost atoll in the Maldives. This initiative celebrates the natural beauty and vibrant culture of Addu, aiming to diversify the country’s tourism offerings beyond the well-known northern atolls. The introduction of Addu as a key tourism destination is part of the Maldives’ broader strategy to promote regional tourism and reduce the strain on the more traditional tourist hubs. Furthermore, the Maldives’ presence at WTM London 2024 serves as a reaffirmation of its commitment to strengthening relationships with UK-based travel operators, media outlets, and consumers. It is an essential opportunity for the country to reinforce its reputation as a sustainable, luxury destination, offering unparalleled natural beauty, world-class resorts, and immersive cultural experiences.
In order to preserve the Maldives’ natural assets, such as pristine beaches, abundant marine life, and crystal-clear waters for future generations, MMPRC has placed a strong emphasis on sustainable tourism in its marketing efforts. This sustainability focus is increasingly important to UK travelers, who are more discerning about the environmental impact of their vacations. The Maldives’ tourism strategy aims to nurture long-term relationships with UK travel professionals and media, ensuring that the destination remains a top choice for British tourists. Additionally, joint promotions with leading UK travel agencies, along with continued engagement through media campaigns, also allow MMPRC to target British travelers’ preferences and maintain the Maldives’ visibility in this key market. As the Maldives continues to position itself as a top-tier tourist destination, its participation in WTM London 2024 reflects the country’s strategic focus on maintaining strong international relationships.
