NewsMarch 7, 2024

Key Highlights from MMPRC Media Meet at ITB Berlin 2024

The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) hosted a Media Meet press conference during the ITB Berlin 2024 event this Tuesday. Speakers at the conference included Minister of Tourism Ibrahim Faisal, MMPRC Board Chairperson Ayesha Nurain Janah, and MMPRC CEO & MD, Fathmath Thaufeeq.

“We believe that diversification is key to ensure a sustainable future for our beautiful islands.” – Minister Faisal

The Maldives Minister of Tourism, Ibrahim Faisal, reiterated the nation’s dedication to diversifying the tourism sector for enhanced visitor experiences and sustainable island futures during his address as Guest of Honour at the Maldives Media Meet press conference. Minister Faisal, addressing German and international media representatives, stressed a commitment to enriching visitor experiences through responsible tourism, technology integration, community-based initiatives, and expanded market offerings, citing the recent launch of an eco-tourism framework as evidence. He highlighted the importance of diversifying visitor sources beyond Europe and exploring emerging markets, such as sports, MICE, wellness, and medical tourism. Emphasising community-based tourism initiatives and connectivity, Minister Faisal assured the prioritisation of tourist safety while aiming to welcome 2 million visitors in 2024, showcasing the industry’s resilience and extending a warm invitation to explore the Sunny Side of Life.


“As we embrace the opportunities, we must also safeguard our inheritance – the world-class brand created and bequeathed by the pioneers and pillars of Maldives tourism.” – MMPRC Board Chairperson Ayesha Nurain Janah

Ayesha Nurain Janah, Chairperson of the MMPRC Board of Directors, outlined the organisation’s innovative strategies for sustainable tourism development and promotion during her opening remarks at the Maldives Media Meet Press Conference. She underscored MMPRC’s commitment to sustainable tourism that benefits all Maldivian communities, aligning with the Tourism Master Plan to maximise positive impacts, reach new audiences, and offer innovative experiences while prioritising sustainability. Chairperson Nurain highlighted the importance of balancing tourism growth with environmental preservation, citing initiatives like floating villas and recycled materials in construction projects. She reiterated a steadfast commitment to responsible tourism across environmental, socioeconomic, and governance aspects, emphasising waste reduction, environmental stewardship, and cultural respect for visitors. Chairperson Nurain stressed effective communication, collaboration, and stakeholder engagement as vital for achieving sustainable tourism, including international organisations, the private sector, and local communities. Additionally, she announced plans to introduce a culinary segment showcasing Maldivian culture and cuisine to the global tourism market.

MMPRC CEO & MD reaffirms the Maldives’ commitment to responsible and inclusive tourism development

Fathmath Thaufeeq, Chief Executive Officer and Managing Director (CEO & MD) of MMPRC reaffirmed the government’s commitment to responsible and inclusive tourism development at the Maldives Media Meet during ITB Berlin 2024. Fathmath highlighted the Maldives’ remarkable tourism success, surpassing pre-pandemic levels with over 1.8 million visitors in 2023 and achieving record-breaking arrivals in February 2024. She outlined MMPRC’s initiatives to promote new tourism segments like cultural, sports, and medical tourism, alongside strengthening existing segments such as nautical tourism. Fathmath also announced plans for more transit hotels in Male and Hulhumale to cater to short-stay travellers and stopovers, fostering unique experiences within vibrant city communities. Development efforts are expanding to southern areas, benefiting local communities, with initiatives like the Visit Maldives’ Atolls website segment. Highlighting efforts to increase women’s employment in tourism, Fathmath expressed pride in leading MMPRC as its first female CEO & MD. She concluded by inviting everyone to visit the Maldives and witness the positive impact of these initiatives firsthand, expressing confidence in the future of Maldivian tourism.