The Maldives was showcased at the Riyadh Travel Fair (RTF) 2024, held in Riyadh, Saudi Arabia, from 27 to 29 May 2024. The Maldives Marketing and Public Relations Corporation (MMPRC) led the representation, with 17 participants from nine Maldives’ tourism sector companies joining the delegation.

The primary objective of the Maldives’ participation in RTF 2024, as stated by the Maldives tourism promotion board, was to reinforce the presence of the “Sunny Side of Life” brand in the KSA market, drive growth in tourist arrivals, promote various tourism segments, and target affluent travellers in the Middle Eastern luxury segment.

The RTF 2024, a significant annual event held in the Saudi capital of Riyadh, serves as a convergence point for leading travel and tourism companies in Saudi Arabia, GCC, and other international entities. It provides a platform for exhibitors representing tourist promotion authorities and companies at both the Arab and international levels to showcase tourist products, services, and investments.

The Maldives’ exhibition stand at RTF 2024 offered visitors a captivating glimpse of the “Sunny Side of Life,” according to MMPRC. The stand was curated to highlight the diverse segments of the Maldives’ tourism industry, encompassing luxury travel, family holidays, adventure holidays, and cultural experiences.

RTF 2024 provided a strategic opportunity for the Maldives to market its tourism products, including resorts, guesthouses, liveaboards, and hotels, along with the unique services and experiences available in the destination for travellers, MMPRC said.

Currently ranked 21st in market arrivals to the Maldives, Saudi Arabia holds potential as a key market for the Maldives. In line with this, MMPRC has outlined a series of activities aimed at the Middle East market, including joint marketing campaigns, informative webinars, participation in major fairs and exhibitions, and hosting roadshows and familiarisation trips, all geared towards maintaining destination presence and increasing arrivals, it said.