MMPRC CEO affirms commitment to responsible tourism at ITB Berlin '24

The Chief Executive Officer and Managing Director of Maldives Marketing and Public Relations Corporation (MMPRC), Fathmath Thaufeeq has reaffirmed the Maldives government's commitment to responsible and inclusive tourism development.

She made the remarks while speaking at the Maldives Media Meet, held last Tuesday on the sidelines of ITB Berlin 2024.

In her speech, the MMPRC CEO said Maldives achieved remarkable success in tourism sector last year, by surpassing pre-pandemic arrival levels to hit over 1.8 million annual visitors.

Fathimath also noted the evolving traveler prefences, and explained MMPRC is proactive about its commitment to promote new tourism segments, including cultural, sports, and medical tourism.

She said these new segments are poised on expanding the range travelers attracted to the Maldives, and added MMPRC is now working on strengthening existing tourism segments.

MMPRC CEO further revealed the government's plans to introduce more transit hotels in Greater Male' region, specifically for short-stay travelers and stopovers.

She said that the tourism development efforts will extend to southernmost areas of the Maldives, and added the initiatives will not only be economically beneficial but will impact local communities positively as well.

The tourism board's CEO also highlighted the current administration's ongoing efforts to increase the involvement of women in tourism sector.