The Maldives has set an ambitious target of USD 5 billion in tourism revenue for 2025, following a record-breaking performance in 2024. The goal reflects a strategic shift towards content-driven marketing and international partnerships to sustain growth and reinforce its status as a leading global destination.

The Maldives Marketing and Public Relations Corporation (MMPRC) has announced plans to prioritise video-based digital campaigns while collaborating with airlines, tour operators, and retail brands.

Key initiatives include launching the Visit Maldives Shop, a merchandise platform, and the Visit Maldives Calendar - a guide to events across the islands. The Visit Maldives Academy will provide certifications for tourism professionals, and a new Data Dashboard, developed with global partners, will offer industry insights.

MMPRC has also highlighted plans to  introduce “Visit Maldives Week” in key markets like Germany, Dubai, India, and Russia, featuring media briefings, networking events, and outdoor promotions.

Building on digital successes like the “Winter is Blue” campaign, which reached 22 million viewers in one month, MMPRC is to target niche groups such as solo travellers and small leisure groups.

Additionally, the “Burunu Boma” sustainable fishing competition, set for April and May 2025, aims to attract global attention. Plans to optimise budgets include shifting resources from traditional trade fairs to webinars, familiarisation trips, and influencer collaborations.

MMPRC has said that with consistent engagement across its top 25 markets, the Maldives is positioning 2025 as a defining year for its tourism sector.