National Hotels and Guesthouse Association of Maldives and Visit Maldives Corporation have signed an agreement to organise a series of international tourism roadshows aimed at strengthening the Maldives’ presence in Russia, the Commonwealth of Independent States (CIS), and Central and Eastern Europe (CEE).

According to the agreement, the roadshows will be conducted under the “I AM Maldives” campaign and will focus on enhancing engagement with travel trade partners across key tourism source markets. The initiative is scheduled to be carried out in two phases later this year.

The first phase, targeting Russia and CIS markets, is scheduled to take place from September 14 to 18 across Almaty, Moscow and St Petersburg. The second phase, focusing on Central and Eastern Europe, will be held from November 9 to 13 in Bulgaria, Hungary and Slovenia. The programme is expected to include destination workshops and business-to-business engagements with travel industry stakeholders.

NHGAM will oversee operational coordination and implementation of the roadshows, while VMC will provide destination branding and promotional support as part of broader national tourism promotion efforts. The campaign is also expected to showcase different segments of the Maldivian tourism industry, including resorts, guesthouses, diving and family travel experiences.

The initiative comes as tourism authorities and industry stakeholders continue efforts to diversify market outreach and strengthen the Maldives’ position across both established and emerging travel markets in Europe and neighbouring regions.