MMPRC’s MD on The Maldives’ vision for sustainable tourism

With the Maldives consistently ranked among the top luxury destinations globally, Ibrahim Shiuree, CEO and MD of the Maldives Marketing & PR Corporation (MMPRC), plays a key role in spreading awareness of what the destination has to offer. Shiuree is focused on deepening its international footprint while adapting to fast-evolving traveller preferences. At Arabian Travel Market (ATM) 2025, the Maldives showcased one of its largest-ever delegations, further cementing its strategic position in the Middle East travel ecosystem.

In this conversation, he outlines how the Maldives is leveraging improved air connectivity, sustainability, and exclusive experiences to attract more travellers from the GCC — and why the country remains a magnet for investment and repeat visitation from the region’s high-end market.

Tell us about your presence at the recent ATM 2025 in Dubai. How is the Maldives leveraging improved air access, digital innovation, and regional partnerships to strengthen its global tourism footprint?

The Maldives had one of its largest-ever delegations at ATM 2025, with over 230 representatives from 110 tourism companies, including resorts, guesthouses, liveaboards, travel agencies, and airlines. Our consistent and strong presence at ATM Dubai reflects the importance we place on this platform to build industry partnerships and strengthen our global visibility.
During ATM 2025, we also signed several important memorandums of understanding (MoUs) with major airlines like Emirates and Qatar Airways. These agreements focus on enhancing air connectivity through joint marketing efforts and route development strategies. The aim is to tap into their extensive global networks and attract more tourists to the Maldives from key international markets. Additionally, we are using digital platforms and strategic collaborations to amplify our reach. For example, our partnership with Ooredoo enables us to connect with over 150 million customers globally, promoting the Maldives across new and existing markets.
Our efforts are about more than just increasing tourist arrivals. We’re equally focused on elevating the overall visitor experience, diversifying our source markets, and ensuring long-term sustainability in an increasingly competitive global tourism landscape.

 The Middle East continues to emerge as a high-potential source market for the Maldives. What specific strategies are you implementing to attract more travellers from GCC countries, and how are you tailoring your offerings to meet their evolving preferences?

The Middle East, particularly the GCC region, continues to be a high-potential and strategically important source market for the Maldives. We’ve been implementing targeted strategies that align with the evolving preferences of GCC travellers, who often seek luxury, privacy, family-friendly experiences, and bespoke services.

As mentioned before, one of our key focuses has been building and strengthening partnerships with major airlines—these collaborations are essential for improving connectivity, increasing flight frequencies, and expanding our reach through coordinated marketing and promotional initiatives. In addition to airline partnerships, we’ve also launched major joint marketing campaigns with leading tour operators in the region, including DNATA. These campaigns help us promote tailored travel packages and exclusive experiences that cater specifically to the interests of Middle Eastern travellers—such as private villas and multi-generational family travel.

Looking ahead, Visit Maldives is committed to strengthening these relationships, diversifying our outreach, and ensuring that our efforts translate into meaningful, sustainable growth. Our strategies have already contributed to many key milestones in positioning the Maldives as the World’s Leading Destination, and we look forward to building on this momentum in the Middle Eastern market.

The Maldives’ unique ‘one island, one resort’ philosophy has become a benchmark for luxury and exclusivity. How does this model align with sustainability goals, and why does it particularly resonate with affluent Middle Eastern travellers?

Our signature “one island, one resort” philosophy is a hallmark of Maldivian luxury — it’s a model that naturally supports our sustainability goals. By design, this concept limits the scale of development on each island, helping to reduce environmental impact and preserve the pristine natural beauty that defines the Maldives.

From a sustainability perspective, having just one resort per island allows for better control over conservation efforts, waste management, and renewable energy integration. Many resorts are deeply committed to environmental stewardship — investing in solar power, coral reef restoration, and marine life protection programmes. At the same time, they actively raise awareness among tourists, encouraging responsible tourism and a deeper connection to the environment.

This model also resonates strongly with affluent Middle Eastern travellers, who often prioritise privacy, exclusivity, and cultural sensitivity. The Maldives delivers all of that — offering private villas, luxurious amenities and bespoke experiences tailored for families and high-end travellers.

Ultimately, the “one island, one resort” concept delivers a unique blend of sustainability, seclusion, and personalised service within a breathtaking natural setting — making it an ideal destination for travellers from the GCC region seeking an unforgettable and meaningful escape.

GCC travellers are increasingly seeking bespoke experiences, wellness, and luxury. How is the Maldives adapting its tourism ecosystem to meet these preferences and create repeat visitation from the Middle East?

The Maldives has long been synonymous with bespoke experiences, wellness, and luxury — and our unique “one island, one resort” concept remains unmatched globally for those seeking an exclusive and indulgent vacation. Over the years, we’ve strategically evolved our tourism ecosystem to align with the refined preferences of high-end travellers, particularly from the Middle East.

Our resorts are deeply focused on delivering luxury through highly personalised services — from pre-arrival preference collection to tailor-made itineraries, private butlers, and around-the-clock service that caters to every need. Middle Eastern guests, who often seek privacy and personalized attention, find this level of service especially appealing.

We also offer a range of ultra-luxurious experiences designed to create unforgettable memories: private sandbank dining under the stars, multi-day yacht charters with personal chefs, seaplane island-hopping adventures, underwater dining in glass-enclosed restaurants, and bespoke cultural immersion tours that showcase Maldivian heritage in an intimate and authentic way.

Wellness is another pillar of our offering. Our resorts feature world-class wellness sanctuaries offering holistic spa treatments, guided meditation sessions, and personalised wellness programs designed to restore and rejuvenate the body and mind.

The Maldives is an experience that lingers long after departure. We are proud to be the top choice for luxury travel globally, and our high repeat visitation rates from the Middle East are a testament to the magic we offer. Once someone experiences the Maldives, they almost always return — drawn back by the beauty, the service, and the unforgettable sense of serenity.

The UAE and wider Middle East are home to sophisticated investors looking for high-yield opportunities. What makes the Maldivian tourism sector ripe for investment right now, and which areas — resorts, infrastructure, eco-tourism — offer the most promise?

The Maldives has always been an attractive destination for discerning travellers — and that same allure extends to investors as well. With our tourism sector continuing to show resilience and steady growth, especially in the premium and luxury segments, the timing is ideal for those looking to explore high-potential opportunities.

We see growing interest from sophisticated investors in the UAE and the wider Middle East, and we welcome that interest. The Maldives offers a stable environment, a strong brand as a world-leading destination, and a clear commitment to sustainability and innovation. There are certainly promising avenues across various areas—be it resorts, infrastructure, or emerging niches like eco-tourism and wellness.

What makes investment in the Maldives unique is the opportunity to be part of a destination that not only delivers strong returns but also values authenticity, sustainability, and long-term partnerships.

How is the Maldives strengthening regional tourism ties with Middle Eastern nations beyond visitor arrivals — perhaps through joint ventures, hospitality training, or innovation hubs?

The Maldives is actively working to deepen its tourism ties with the Middle East — not just in terms of visitor arrivals, but through long-term strategic engagement and multifaceted collaborations. We’ve taken significant steps to build meaningful relationships across the region that go beyond traditional marketing.

For example, we’ve hosted impactful familiarisation (FAM) trips, including a highly successful one with Khalid Al Ameri, a well-known influencer whose storytelling helped showcase the Maldives’ appeal to a broad Middle Eastern audience.

Our strong presence at ATM 2025 also reflected our commitment to the region — with initiatives like the LFC & Maldives-themed taxi campaign in Dubai, and key MoUs signed to enhance air connectivity and promote joint marketing efforts.

Partnerships with influential travel brands have also played a vital role in expanding our reach within the GCC travel market. Looking ahead, we have an exciting lineup of activities planned — including dedicated roadshows, high-impact media and influencer trips, television promotions, and collaborations with popular consumer brands and digital platforms to keep the Maldives top-of-mind for Middle Eastern travellers.

While we haven’t formally launched specific joint ventures or training programmes tailored exclusively for the Middle Eastern market yet, ongoing foreign investment initiatives and large-scale projects like the Maldives Integrated Financial Centre (MIFC) could open doors to deeper hospitality collaboration, talent development, and innovation in the future.

Overall, our vision is clear: we want to build enduring connections, offer value-rich experiences, and ensure that the Maldives remains a preferred, easily accessible, and culturally attuned luxury destination for travellers from the Middle East.