From 4 to 6 November 2025, Visit Maldives Corporation (VMC) is representing the Maldives at World Travel Market (WTM) London, one of the travel industry’s most prominent global exhibitions held at ExCeL London. The annual event draws thousands of tourism professionals and travel leaders from across the globe, serving as a key meeting point to shape the future of leisure travel through collaboration, promotion, and innovation.
This year’s Maldives delegation stands out with its scale and energy, comprising 160 professionals from 70 local tourism companies. Their strong presence is a clear reflection of the Maldives’ unwavering dedication to remaining competitive in global tourism markets while delivering immersive travel experiences grounded in natural beauty, sustainability, and warm hospitality.
The Maldives pavilion spans an impressive 650 square metres, reflecting both creativity and cultural identity. Designed to embody the nation’s unique island geography, the stand features 46 co-exhibitor counters and 55 B2B meeting tables, along with three designated zones for industry networking and business discussions. These spaces offer optimal environments for forging new partnerships and strengthening existing ones, providing visitors and stakeholders with direct access to the Maldivian tourism ecosystem.
Adding to the vibrancy of the exhibition, the Maldives stand includes two visitor information counters on either end, ready to assist guests and provide insights into the diverse offerings of the destination. A dedicated Liverpool FC Fan Zone, part of the ongoing strategic partnership with the renowned football club, adds an engaging touch for sports fans. Meanwhile, an Interactive Zone equipped with a cutting-edge holographic display brings to life the Maldives’ famed marine biodiversity, capturing attention through immersive visuals.
A major highlight of this year’s participation is the official launch of the Maldives Destination Guide 2026. This annual publication offers an in-depth look at the country’s tourism products, including luxury resorts, cultural heritage sites, wellness retreats, and unique local experiences. It serves as an essential reference for global tour operators, travel advisors, and curious travellers planning their next escape to the Indian Ocean’s tropical paradise.
Speaking at the event, Mr. Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation, emphasized the strategic importance of WTM London: “This platform allows us to elevate the Maldives brand on the global stage while deepening our ties with partners across markets. This year, we are also excited to introduce our new destination theme, ‘Ocean Nation’, which encapsulates our deep-rooted relationship with the sea and our ongoing path toward sustainable, meaningful travel.”
The Ocean Nation campaign highlights the Maldives as a sanctuary where the ocean nourishes every aspect of life from physical and emotional wellness to adventure and tradition. The initiative not only celebrates the healing power of the sea but also positions the Maldives as a steward of marine ecosystems, committed to preserving its environment while offering unforgettable experiences to travellers.
In parallel with WTM London, Visit Maldives has rolled out a captivating taxi advertising campaign across central London, painting the city streets with images of the Maldives’ iconic turquoise lagoons and white sand beaches. One hundred London taxis have been wrapped in vibrant visuals, turning heads and inspiring dreams of island getaways amid the city’s autumn chill. This two-month campaign complements the destination’s marketing efforts by keeping the Maldives top-of-mind among European travellers during the peak holiday planning season.
The growing success of these efforts is evident in the Maldives’ current tourism performance. As of 21 October 2025, the country has welcomed 1,763,319 visitors, showcasing the impact of targeted promotions, market diversification, and industry collaboration.
With its captivating presence at WTM London 2025 and the forward-looking Ocean Nation campaign, the Maldives reinforces its standing as a premier global destination, where serenity, sustainability, and seascapes converge to create the ultimate travel experience.
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