The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has announced an ambitious target of US$5 billion in tourism receipts for 2025, building on the success of 2024.
The Maldives welcomed two million tourists in 2024, setting new records for daily and monthly arrivals, particularly in February. MMPRC highlighted that extensive marketing efforts contributed significantly to this success, including 23 fairs and roadshows, 15 social media campaigns, and 23 virtual events. Notably, the Discover Maldives Webinar Series played a key role in showcasing the destination’s unique experiences to key markets.
The Maldives also achieved its largest-ever representation at ITB Berlin 2024 and ATM Dubai 2024, and for the first time, served as the Host Country sponsor at ITB China in Shanghai, expanding its reach in these key markets. Additionally, The World’s Biggest Giveaway 2025 campaign was launched at WTM London, one of the most highly anticipated global initiatives for the upcoming year.
Increased connectivity, with new airline routes and more frequent flights, also played a key role in making the Maldives more accessible and driving the success of its tourism sector.
MMPRC hosted the inaugural Data Forum 2024 and Tourism Symposium 2024 to drive industry growth, signing key agreements with partners like Fliggy, Weixin Pay, and Maldivian Airlines.
Tourism receipts grew by 15 per cent in 2024, and government tax revenues from tourism increased by eight per cent. The Maldives also won several awards, including World’s Leading Green Destination and World’s Leading Destination for the fifth consecutive year. 2024 also marks the 11th anniversary of reaching one million annual tourist arrivals.
MMPRC’s plans for the year ahead include Visit Maldives shifting from trade shows to conversion-driven marketing, focusing on video-based campaigns and strengthening partnerships with airlines, tour operators, and retail brands to expand reach.
Key initiatives to support this direction include the launch of the Visit Maldives Shop for branded merchandise, the Visit Maldives Calendar for event planning, and the Visit Maldives Academy offering Destination Specialist certification. The Visit Maldives Content Portal will showcase curated content and provide a platform for local creatives to sell digital assets, while the Visit Maldives Data Dashboard will centralise industry insights in partnership with global data leaders.
To boost its global presence, Visit Maldives will launch Visit Maldives Week in key markets, featuring media events, seminars, networking evenings, food trucks, and outdoor marketing initiatives. Targeted campaigns will focus on markets such as Germany, Dubai, India, and Russia. While the annual highlight moves from ITB Berlin to ATM Dubai, major activities will still take place in Berlin.
Building on the success of Winter is Blue, which reached 22 million unique users, Visit Maldives will strengthen collaborations with Meta and other platforms. New campaigns will target segments like MICE, solo travellers, and “bestie” getaways. The Visit Maldives Club will also launch Burunu Boma, the world’s largest sustainable fishing competition, in April-May 2025, attracting a global audience.
Visit Maldives aims to sustain consistent quarterly engagement in the top 25 markets throughout 2025, supported by major summer campaigns and a strong public relations strategy. The organisation is focused on building solid industry partnerships to drive success across all initiatives.
