Visit Maldives Corporation (VMC) has launched a major digital advertising campaign aimed at boosting tourist arrivals during the April to July shoulder season, targeting high-intent travellers and last-minute booking demand.

The campaign, titled “SeaSational Summer,” is being rolled out across platforms including Google, DV360, YouTube and Meta, with a focus on short- to medium-haul markets with strong connectivity to the Maldives, particularly India, China and Russia, alongside wider outreach to CIS and ASEAN countries, reflecting a strategic shift towards markets demonstrating stable travel demand amid ongoing geopolitical uncertainties.

VMC said the campaign is designed to reach around 100 million users through a two-stage funnel approach, beginning with awareness-driven targeting of new audiences based on interests and behaviour, followed by engagement-focused strategies aimed at users who have already interacted with Maldives-related content, using remarketing and lookalike audience tools to influence booking decisions.

The campaign also leverages search intent data, programmatic advertising and social media targeting to reach travellers at both the inspiration and booking stages of their journey, with key performance indicators including reach, video views and engagement rates.

Visit Maldives CEO Ibrahim Shiuree said the campaign represents a shift towards precision-based digital marketing, aimed at driving conversions by targeting travellers in key markets at the point of decision-making, while reinforcing the Maldives’ position as a year-round destination.