Visit Maldives has partnered with Australia’s Ignite Travel Group to launch a joint marketing campaign promoting the Maldives as a top holiday destination for Australian travellers.

The campaign runs from July 17 to August 31 and aims to boost bookings and brand visibility during the Maldives’ low travel season. It will focus on high-value Australian tourists, including couples, families and honeymooners, according to a statement from Visit Maldives.

Marketing efforts will include digital display ads, traditional press outreach and collaboration with major travel booking platforms such as Flight Centre and My Holiday. The campaign will also promote holiday packages under Ignite’s ‘My Maldives’ brand.

Visit Maldives stated that the initiative aims to strengthen the Maldives’ presence in key source markets and encourage longer stays and higher visitor spending. As of June 29, 2025, 20,613 Australian travellers had visited the country.

The tourism board has recently launched similar efforts in partnership with Singapore Airlines and other regional stakeholders.