In brief
Maldives launched a new tourism campaign aimed at boosting visitor numbers and linking luxury resorts with local communities. The initiative, introduced by Minister of Tourism Mohamed Ameen and CEO Abdulla Yasir, seeks to strengthen the country’s global market position and create inclusive economic opportunities. It will feature international roadshows, cultural showcases and targeted marketing efforts ahead of the WTM London event.
The Maldives launched its global tourism campaign, "Visit Maldives Year 2027 – Celebrate the Sunny Side", ahead of the World Travel Market London 2026, Xinhua reports. The move follows President Mohamed Muizzu’s declaration that 2027 will be a milestone year for the nation’s tourism sector.
Campaign Objectives and Key Players
Minister of Tourism and Civil Aviation Mohamed Ameen said the campaign would promote Maldivian identity, heritage and hospitality while strengthening the country’s position in the global tourism market and supporting local businesses. “We aim to increase visitor arrivals and broaden the reach of Maldivian culture,” he stated during the launch.
Visit Maldives Corporation CEO and Managing Director Abdulla Yasir highlighted the campaign’s focus on inclusivity, explaining that it would link the country’s luxury resort sector with local island communities and attract visitors from both established and emerging markets.
The multi‑year initiative, as outlined by the Ministry, will feature international roadshows, cultural showcases and targeted marketing campaigns. These efforts are designed to expand tourist arrivals and encourage community participation in the tourism industry, the outlet noted.
