Maldives Marketing and Public Relations Corporation (MMPRC) has officially launched the mice-tourism focused campaign ‘Redefining MICE’, in the Middle Eastern market. MICE stands for Meetings, Incentives, Conferences & Exhibitions. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting.

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

At the press conference, Managing Director of MMPRC, Thoyyib Mohamed highlighted that the 'Redefining MICE' campaign for the region is aimed specifically at developing MICE tourism arrivals to the Maldives.

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

Thoyyib reaffirmed the importance of the Middle Eastern market to Maldives tourism in the wake of covid-19 recovery efforts.

Chief Marketing Officer of MMPRC, Fathimath Afra and the Ambassador of Maldives 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 leading global event for the inbound and outbound travel industry in the Middle East. For the last 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 connections.

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

MMPRC has planned several activities targeting the Middle East market under the effort to maintain destination visibility. This includes joint-marketing campaigns, webinars, participation in major fairs and exhibitions, roadshows, and hosting familiarization trips.