The National Hotels & Guesthouse Association of Maldives (NHGAM) and Visit Maldives Corporation (VMC) have signed a Memorandum of Understanding to organise a series of international roadshows under the “I AM Maldives” campaign.

The initiative is aimed at strengthening the Maldives’ presence in Russia, the Commonwealth of Independent States (CIS), and Central and Eastern Europe (CEE), while deepening engagement in both emerging and established European markets.

The campaign will be conducted in two phases. The first, “I AM Maldives – Russia & CIS”, will take place from 14 to 18 September 2026 in Almaty, Moscow and St Petersburg, featuring destination workshops and meetings with travel trade partners.

The second phase, “I AM Maldives – Central & Eastern Europe”, is scheduled for 9 to 13 November 2026 in Bulgaria, Hungary and Slovenia. It is designed to broaden the Maldives’ reach and promote the country as a diverse, year-round destination.

The roadshows will highlight the full range of tourism experiences available in the Maldives, including luxury resorts, guesthouses, diving, family holidays and nature-based travel, with a strong emphasis on sustainability.

The events are also expected to strengthen business ties with tour operators, travel agents and media across the targeted regions, reinforcing the Maldives’ position as a leading holiday destination.

Under the agreement, NHGAM will oversee logistics, coordination and financial administration, while VMC will provide official endorsement, destination branding and promotional support.

The partnership is part of broader efforts to expand market access and build stronger trade relationships in high-potential regions, supporting the continued growth of the Maldivian tourism industry.