Visit Maldives Corporation has launched a new destination marketing campaign for the Indian market under the theme "From Tiraṅgā to Turquoise."

The initiative symbolises the journey from the colours of India’s national flag to the turquoise waters and white sand beaches of the Maldives. India remains one of the Maldives’ most important source markets. The campaign aims to attract more Indian visitors while strengthening tourism and cultural ties between the two countries. Activities planned under the initiative include collaborations with both micro and macro influencers, media familiarisation trips to highlight Maldivian hospitality, advertorials and news features in leading Indian newspapers, and tri-city roadshows with airlines, media and travel trade partners.

The focus on India comes at a time of growing arrivals. Visitor numbers from India have risen by more than 130 per cent compared with 2017 and 2018. In 2023, Indian arrivals reached 209,193, the highest level to date. The trend has continued this year, with more than half that figure already achieved by mid-August. Building on this momentum, the Maldives has set a target of 200,000 Indian visitors in 2025, supported by improved connectivity and tailored promotional activities.

Political relations between the two countries are also providing support for tourism growth. During his recent state visit to the Maldives, Indian Prime Minister Narendra Modi reaffirmed his Government’s commitment to expanding cooperation in tourism and investment, a development expected to strengthen opportunities in the sector.

Promotional events in India have already begun. In February, Visit Maldives hosted "Maldivian Night" at the Four Seasons Hotel Mumbai, drawing more than 100 high-profile guests, including celebrities and over 20 influencers. With a combined social media reach exceeding 200 million, the event enhanced visibility for the Maldives as both a luxury and family-friendly destination.

This was followed in June by a collaboration with Bollywood director and choreographer Farah Khan, who visited the Maldives during Eid Al-Adha. Sharing her experience with over 13 million followers, she highlighted island life, culinary traditions and the ease of travel within the country. The project emphasised cultural and authentic aspects of Maldivian hospitality, extending the narrative beyond resorts and appealing to Indian families and leisure travellers.

Unveiling the campaign, Visit Maldives CEO and Managing Director Ibrahim Shiuree said that India and the Maldives enjoy decades of partnership, trust and cultural similarities. He explained that the campaign is intended to build stronger links between Maldivian tourism products and Indian stakeholders, with the ambition of positioning the Maldives as the preferred destination for honeymooners, families, corporate groups and, in future, film tourism.