The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has launched Visit Maldives Week, a strategic campaign designed to strengthen the Maldives’ presence in the Russian market.

The week-long roadshow is taking place in three major Russian cities—St. Petersburg on February 3, Moscow on February 5, and Tyumen on February 7—bringing together 22 representatives from 14 companies within the Maldivian tourism industry.

As the first in a series of global roadshows planned for the year, the initiative provides a platform for tourism stakeholders to establish new partnerships, reinforce existing connections, and promote the Maldives as a premier travel destination. The event highlights the country’s diverse tourism offerings, positioning it as an attractive choice for Russian travellers.

To enhance visitor engagement, the roadshow features interactive photo zones showcasing the landscapes and luxury resorts of the Maldives. A media meet in Moscow will provide tailored insights to key travel trade media and press representatives, ensuring comprehensive coverage of the latest developments in the Maldivian tourism sector.

Attendees can also participate in the “Maldives Passport” initiative, which includes interactive questions about the destination and offers a chance to win prizes. The event also includes B2B meetings, networking sessions, and destination workshops aimed at fostering business collaborations and strengthening ties with the Russian travel market.

As part of the promotional activities, a holiday prize sponsored by Canareef Resort Maldives will be awarded during the St. Petersburg event. The prize includes a two-night, full-board stay for two people with return transfers, offering attendees a first-hand experience of Maldivian hospitality.

Russia has remained one of the strongest source markets for the Maldives, with a steady increase in arrivals over the years. In 2024, Russia ranked as the second-largest source market, a position it continues to hold this year with 20,902 arrivals recorded in January.

In response to this sustained demand, Visit Maldives has planned several targeted marketing activities, including a webinar series, collaborative campaigns with tour operators and airlines, media familiarisation trips, and partnerships with Destination Management Companies (DMCs). These efforts aim to reinforce the Maldives' position as a top travel destination for Russian tourists.

With a strong presence in the Russian market and a strategic approach to tourism promotion, Visit Maldives is confident that the roadshow will be a success, further strengthening the country's appeal among Russian travellers and contributing to its continued growth in visitor numbers.