The Maldives aims to generate USD 5 billion in tourism revenue by 2025, building on a strong performance in 2024 with a focus on content-driven marketing and international partnerships. Key initiatives by the Maldives Marketing and Public Relations Corporation (MMPRC) include video-based campaigns, a merchandise platform, and the introduction of "Visit Maldives Week" in major markets. MMPRC plans to target niche groups, such as solo travellers, and promote sustainable events like the “Burunu Boma” fishing competition to further boost tourism.