The Maldives Marketing and Public Relations Corporation (MMPRC) has officially launched the mouse tourism focused campaign “Redefining MICE” in the Middle East market. MICE stand for meetings, incentives, conferences and exhibitions

The program was launched at a joint press conference held by the MMPRC and the Maldives Embassy in the United Arab Emirates at the Dubai International Convention and Exhibition Center on May 10, 2022.

During the press conference, the Managing Director of the MMPRC, Thoyyib Mohamed, pointed out that the “Redefining MICE” campaign for the region specifically aims to develop MICE tourist arrivals in the Maldives.

Furthermore, the MD shared the many exciting plans to celebrate the Golden Jubilee of Tourism in the Maldives and the detailed activities that visitors to the Maldives can look forward to this current year.

Thoyyib reaffirmed the importance of the Middle East market for tourism in the Maldives following the Covid-19 recovery efforts.

MMPRC Marketing Director, Fathimath Afra and Maldives Ambassador to UAE, Aminath Shabeena took part in the conference along with MD Thoyyib.

The press conference was held on the sidelines of the Arabian Travel Market (ATM) Arabia.

Arabian Travel Market is the premier global event for the inbound and outbound travel industry in the Middle East. For the past twenty-eight years, their annual event has connected products and destinations from around the world with buyers and travel trade visitors. It aims to support the travel industry and facilitate important business relationships.

Last year, the Maldives welcomed 91,413 tourists to the country from the Middle East market, with Saudi Arabia ranked as the 7th largest market in the Maldives. From January to March this year, the country recorded 21,117 arrivals from the Middle East market.

MMPRC has planned several activities targeting the Middle East market as part of the effort to maintain the visibility of the destination. This includes joint marketing campaigns, webinars, participation in major fairs and exhibitions, road shows and the organization of familiarization trips.