ITB Berlin is known as the largest trade fair of its kind in the tourism industry. The event has become synonymous with tourism marketing, being one of the strongest pillars for Maldives’ rise as a world-renowned tourism destination.
Maldives first participated in the trade fair in 1983. Maldives inaugural representation at ITB Berlin was the result of the tireless efforts of the nation’s tourism industry pioneers, Mohamed Umar Manik, more commonly known as M.U Manik and Ahmed Mahir Didi.
Back then, Maldives was not the well-known tourism destination that it is today. As such, the vision that these two pioneers sketched for the Maldives burgeoning tourism industry led to the nation being placed among the global annals of the tourism industry.
The result of the courageous initiative undertaken by these private individuals led to the Maldives’ government officially make its representation felt at the ITB Berlin in 1984. This is the most consequential step taken to consolidate Maldives as the tourism giant that it is today.
One key draw of Maldives’ ITB Berlin participation for visitors has always been the unique stands it designs and establishes at the fair. Back in the 1980s, the island archipelago’s stand was built using natural materials and represented a simple, clean design. The stand’s represented Maldivian’s individuality. The stand was designed by utilisng Maldivian traditional handicraft skills and hand-woven mats, capturing the true Maldivian representation of that time. To add to this, cowry shells and other material sourced from the beach was placed intricately to showcase Maldives’ natural beauty, with a keen focus of highlighting the pristine untouched white sandy beaches and turquoise waters. Photos of Maldives were also placed at the stand back then, to boost awareness of what Maldives truly represents. For German visitors, captured the warm sunny climate of Maldives, and its desirability as a travel destination during winter. Maldives will go on to become known as “The Sunny Side of Life”.
Maldives’ stand at the trade fair has undergone an eye-catching transformation. The stands prepared now encompass 400sqft and consist of a double deck. In addition to the photo placements, Maldives has added a light snack repertoire to its marketing arsenal, allowing visitors to experience tastes from the island nation. Visitors also can see a live performance of Maldivian cultural skills, such as weaving and through the use of virtual reality (VR), see firsthand the underwater beauty that truly sets Maldives apart from the rest. Maldives has placed an emphasis on showcasing its natural beauty in its recent renditions of the ITB Berlin stand. In this regard, local furnitures and white sand procured from Maldivian beaches are used to design the stand.
In recent years, Maldives has achieved noteworthy successes at the ITB Berlin. Among these, Maldives being selected as the Official Host Country Partner in 2016, stands alone. This honour has once again been bestowed on Maldives, with an agreement being signed at ITB Berlin for Maldives to host ITB Berlin 2027, next year. This represents a golden opportunity to market Maldives globally.
Maldives has also won numerous ‘Best Exhibit’ award, for its intricate and unique designs in formulating its stands.
ITB Berlin is not just a trade fair. It is a mirror, a reflection into Maldives’ historic progress in the industry. What started as the initiative of young Maldivian entrepreneurs in 1983, is today the most well recognised global tourism brand.
This truly represents the honest, humble work undertaken by talented Maldivians in showcasing their country and its natural beauty for the entire world to see.