Addressing the Annual General Meeting of the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives), Chairperson Mr. Abdulla Ghiyas announced a landmark financial and structural transformation for the organisation.
Speaking at the AGM on 15 July 2025, he remarked: “Just 12 months ago, we were a corporation in deficit, weighed down by systems and inefficiencies. Today, we have turned the page- a result of bold reforms, renewed focus, and industry alignment.”
During his address, Chairperson Ghiyas outlined key milestones in MMPRC’s reform journey, noting that recurrent expenditure had been reduced by more than 10%, while the trade show budget had dropped from 80% to 34%, enabling a shift towards more impactful initiatives. He also highlighted reforms in international PR operations, pointing out that agencies previously focused on translation and logistics with limited KPIs. MMPRC, he said, is now reshaping its PR strategy to be more results-driven and accountable.
Ghiyas stressed that MMPRC has evolved into a modern, data-led, and strategically focused tourism board, prioritising measurable outcomes and performance-based marketing over mere visibility.
He reported strong progress across major markets, including a reversal in India, which previously saw a 39% decline but is now showing 4% growth. Search interest for Maldives on Google from both Europe and Asia has surged by over 1,000%, signalling renewed international demand.
“The Maldives is not just on the global travel map -we are front and centre,” he noted, adding that the next six months will be marked by new partnerships and smarter campaigns already underway.
Ghiyas also issued a reminder on the importance of sustained investment in destination marketing: “Across our region, competitors are allocating significantly higher budgets to promote their destinations. The Maldives is spending the least among its main competitors. If we fail to remain visible and competitive, we risk losing ground and the long-term cost to our economy and our people will be far greater.”
He closed by thanking government partners, the private sector, and the MMPRC team: “This transformation is not about me or this board alone – it is about all of us. MMPRC today is by the industry, for the industry. We are building not just the greatest tourism story, but one Maldivians can be proud to call our own.”
Under Chairperson Abdulla Ghiyas’ leadership, MMPRC is demonstrating how strategic reform, fiscal discipline, and a unified industry vision can elevate Maldives tourism to new heights on the global stage.
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