The Maldives Marketing and Public Relations Corporation (MMPRC), under its Visit Maldives brand, has launched its largest global campaign to date, "The World's Biggest Giveaway." 

Beginning on January 1, 2025, the year-long initiative will grant 52 all-expenses-paid holidays, with winners announced weekly.

The campaign, first unveiled at the World Travel Market in London on November 5, 2024, invites participants worldwide to enter through monthly contests on Visit Maldives’ social media platforms. Each month, four winners will be chosen, offering them the opportunity to experience the Maldives' renowned attractions.

MMPRC stated that "The World's Biggest Giveaway" aims to highlight the Maldives' rich and diverse tourism offerings. These include iconic features such as its pristine beaches, luxury resorts, vibrant marine ecosystems, and cultural heritage. The campaign focuses on key themes such as romance, family vacations, and adventure, showcasing the broad appeal of the destination to travellers worldwide.

The initiative is also designed to reinforce the Maldives’ position in the international travel market. Through active engagement on social media platforms, it seeks to increase awareness of the Maldives as a year-round destination, encouraging a steady influx of tourists.

According to MMPRC, the campaign is part of their comprehensive marketing strategy for 2025, which includes maintaining consistent activities in 25 priority markets, launching major summer campaigns, and bolstering public relations efforts. Strengthening collaborations with industry partners remains a key aspect of achieving these objectives and ensuring the success of the initiative.