Maldives Marketing and Public Relations Corporation (MMPRC)/Visit Maldives has initiated a series of summer marketing campaigns across several important source markets to increase awareness and encourage travel bookings for the 2025 season.

The campaigns focus on key regions including the United Kingdom, Russia and the CIS, the DACH countries (Germany, Austria, Switzerland), Italy, Poland, Spain, and India. Visit Maldives has stated that these efforts aim to strengthen trade partnerships and fill gaps in summer tourism marketing, particularly in Europe.

In the UK, the campaign centres on Visit Maldives’ partnership with Liverpool FC as its Official Tourist Destination Partner. Advertisements have been placed in prominent locations such as London’s underground system, buses, and taxis. A joint promotion with TravelBag (DNATA UK) is also underway to support bookings.

In Russia and the CIS, Visit Maldives is collaborating with PAC Group and Resort Life Travel to promote the Maldives with a focus on personalised service and luxury experiences.

The DACH region campaign involves cooperation with TUI, which includes retail and online promotions targeting both business and consumer audiences. Additional marketing activities in Germany are planned with DER Tour to boost summer bookings.

Joint campaigns with Alpitour in Italy are aimed at offering tailored holiday packages through their network of travel agencies, while TUI Poland is leading efforts in Poland to raise the Maldives’ profile among potential travellers. In Spain and other Spanish-speaking markets, Visit Maldives is working with Travel + Leisure on digital and print campaigns targeting higher-income travel audiences.

In India, partnerships with platforms such as TBO, MakeMyTrip, and Pickyourtrail include digital promotions and trade engagements, supplemented by celebrity endorsements and a creative partnership with film director Farah Khan to highlight unique aspects of the Maldives.

To support these regional activities, Visit Maldives is running a digital Summer Sale campaign across its social media platforms featuring special offers, alongside influencer-driven content on Instagram, YouTube, and TikTok.

According to Visit Maldives’ CEO and Managing Director Ibrahim Shiuree, the campaigns are part of a wider strategy to reinforce the Maldives’ presence in markets with potential for both immediate arrivals and longer-term growth. The approach combines on-the-ground promotions with strategic media placements and partnerships to sustain destination visibility.

The campaigns also seek to encourage early bookings for the 2025-2026 winter season, addressing the absence of significant summer marketing activity in Europe last year.