The Maldives inaugurated its first-ever 'Maldivian Evening' on Monday at the Arabian Travel Market (ATM), one of the region's most influential tourism forums. Held at the Theatre of Digital Arts (TODA) in Souk Madinat Jumeirah, Dubai, United Arab Emirates (UAE), the showcase offered a striking and immersive portrayal of the archipelago's cultural and artistic heritage, paired with its globally celebrated hospitality.
Unveiled on the opening day of ATM, the event was carefully designed to highlight the Maldives' cultural vibrancy and strengthen its stature as a premier destination for international travellers. By inviting tourism stakeholders to engage with its traditions, the nation highlighted the depth of its appeal beyond natural beauty.
Theatre of Digital Arts, with its state-of-the-art projection capabilities, proved an exceptional choice for the occasion. Tourism and Environment Minister Thoriq Ibrahim, who toured the venue before the programme began, commended its ability to fully immerse attendees in Maldivian imagery. The evening unfolded with sweeping visuals of the islands displayed across the theatre, complemented by a Virtual Reality (VR) room offering attendees a closer connection to Maldivian culture.
Addressing the audience, Minister Thoriq highlighted the Maldives' multifaceted identity, emphasising that the nation represents far more than a travel destination. He pointed to its hospitality and vibrant culture as central elements of the Maldivian experience, encouraging visitors to engage deeply with the traditions that define its character.
The Maldives Marketing and Public Relations Corporation (MMPRC) Managing Director, Ibrahim Shiuree, expanded on the country's approach to tourism development. Sharing insights into strategic initiatives undertaken over the past year, he underscored the role of data-driven efforts in showcasing the Maldives' unique blend of cultural and environmental assets to a global audience.
The evening's cultural performances brought additional depth to the celebration. Local artists recounted traditional stories from across the islands, while painter Ali Ishaan, widely known as Khuraha Raa'ppe, captivated viewers with his work. Musical performances by the band Sky Rock added a lively energy, reflecting the breadth of talent within the Maldivian artistic community. As the first 'Maldivian Evening' to be held in Dubai, the event represented a significant step in the Maldives' ongoing efforts to share its cultural narrative with the world.