The National Hotels and Guesthouse Association of Maldives (NHGAM), in partnership with Visit Maldives Corporation (VMC) and the Maldives Association of Travel Agents and Tour Operators (MATATO), has concluded the latest edition of its ‘I AM Maldives’ roadshow, held across Warsaw, Bucharest, and Prague from 17 to 21 November 2025. The series of events was designed to deepen Maldives’ engagement with the Central and Eastern European travel trade and to position the country’s community-led tourism offerings alongside its world-renowned resort sector.
According to NHGAM, the roadshow brought together 26 Maldivian properties, including high-end resorts, city and transit hotels, guesthouses, liveaboards, and travel agents, ensuring that the full spectrum of the country’s tourism portfolio was represented. More than 150 travel professionals from Poland, together with agents from Romania and the Czech Republic, participated in B2B networking sessions and detailed presentations. These sessions focused on how the Maldives is integrating community-led tourism into its broader value proposition, while maintaining the premium standards and experiential quality long associated with Maldivian resorts.
Resort offerings were a major talking point throughout the roadshow, with participating partners highlighting how resort stays can now be combined with local island experiences to create more diverse and extended itineraries for European travellers. Agents were briefed on the latest trends in resort product development, including wellness and spa retreats, family-friendly packages, private and luxury villa concepts, and niche experiences such as diving, surfing, and destination weddings. Presenters underscored how resorts are increasingly aligning their operations with sustainability goals through renewable energy investments, waste reduction initiatives, and partnerships with nearby island communities, adding further value for environmentally conscious guests.
At the same time, NHGAM emphasised its objective of positioning community-led tourism as a central theme in the region. Agents were introduced to authentic local island stays, cultural and culinary experiences, and activity-based excursions that complement resort packages. By better integrating local guesthouses, community tours, and cultural encounters with resort stays, the association aims to support more inclusive economic benefits for island communities while maintaining the Maldives’ reputation for high-quality hospitality. This broader product mix provides tour operators and travel agents with the flexibility to tailor itineraries to a wider range of budgets and traveller preferences, from ultra-luxury to more accessible, experience-driven holidays.
To strengthen engagement and provide direct exposure to Maldivian hospitality, 42 raffle prizes were awarded across the three cities, including complimentary holiday packages for travel agents. These prizes are intended to give the winners firsthand insight into both resort and community-led tourism products, enabling them to sell the destination with greater confidence and authenticity. NHGAM reported that industry participants expressed strong satisfaction with the organisation of the roadshow, the quality of business meetings, and the depth of information shared on resort offerings, sustainability practices, and local island tourism.
“The success of this roadshow demonstrates the growing interest in authentic Maldivian experiences,” said Abdulla Nasheed, President of NHGAM. “Travel agents are now equipped with detailed knowledge about community-led tourism options, which opens new opportunities for travellers seeking genuine cultural connections alongside our renowned natural beauty.” He added that the synergy between luxury resort experiences and community-focused products is becoming a key differentiator for the Maldives in competitive long-haul markets such as Central and Eastern Europe.
The Central and Eastern European market continues to show promising growth potential for Maldivian tourism. As of the end of September 2025, Poland contributed 23,089 tourist arrivals to the Maldives, the Czech Republic 17,779 arrivals, and Romania 13,824 arrivals. NHGAM stated that the ‘I AM Maldives’ roadshow forms part of a broader strategy to support the national tourism arrival target of 2.3 million visitors in 2025, by deepening relationships with the travel trade and raising awareness of the country’s evolving tourism product mix. With resorts remaining the flagship product for many travellers in these markets, the additional emphasis on community-led tourism provides a more diversified and resilient growth pathway.
This edition represents the second successful roadshow under the ‘I AM Maldives’ brand, following last year’s activities in Georgia and Azerbaijan. Building on the positive response from partners in Central and Eastern Europe, NHGAM confirmed that new promotional initiatives are planned for the coming year. These activities will continue to highlight the Maldives’ premium resort portfolio alongside its expanding network of community-based tourism experiences, reinforcing the country’s presence in emerging markets and supporting long-term, sustainable growth in visitor arrivals.
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