Visit Maldives Corporation (VMC) recorded total self-generated income of MVR 32.54 million in 2025, achieving its highest annual income in eight years and reflecting continued growth in the Maldives’ tourism promotion and destination marketing efforts. The performance was presented at the Corporation’s Annual General Meeting held on Tuesday at Meeruma Hall, where shareholders reviewed and approved the Annual Report and audited financial statements for the year ended 31 December 2025. The result highlights the Corporation’s expanding commercial strength and its increasing ability to support the Maldives’ tourism ambitions through a broad range of industry-focused activities.
According to VMC, the income growth was driven by membership contributions, participation in international trade fairs and roadshows, publications, and other commercial activities. These areas of growth demonstrate stronger engagement with tourism stakeholders and the success of efforts to diversify revenue streams while reinforcing the Maldives’ presence in highly competitive international travel markets. The Corporation’s performance comes at a time when the Maldives continues to strengthen its profile as one of the world’s most sought-after island destinations, known for its exceptional natural beauty, premium hospitality offerings, and distinctive resort experiences.
The AGM also highlighted that 2025 was a record year for the Maldives tourism industry, with visitor arrivals surpassing two million and tourism receipts exceeding USD 5.57 billion. This represented a 16.4 percent increase compared to the previous year and reflected sustained international demand for the destination. The Maldives’ resort sector remained central to this success, offering a combination of privacy, luxury, marine experiences, high service standards, and environmentally conscious hospitality that continues to appeal to travellers from across the world. From exclusive private-island resorts to family-friendly retreats and wellness-focused escapes, the country’s tourism product continued to evolve in line with changing global travel preferences while preserving the distinctive appeal that has long defined the Maldives.
VMC stated that it contributed to these strong national outcomes through extensive global marketing campaigns, destination promotion activities, international trade engagement, and digital outreach across key source markets. Throughout the year, the Corporation carried out 46 destination campaigns, 27 collaborative initiatives, participated in 16 international trade fairs, organised 14 familiarisation trips, and conducted 27 public relations activities. These efforts helped sustain international visibility for the Maldives and ensured continued engagement with travel trade professionals, media representatives, airlines, and digital audiences. The broad reach of these initiatives supported the country’s image as a leading destination for premium travel, memorable resort experiences, and high-value tourism.
Speaking on the results, VMC Chairperson Abdulla Ghiyas Riyaz said the achievements reflected stronger collaboration across the tourism sector and sustained efforts to enhance the Maldives’ global positioning as a destination. His remarks underscored the importance of close coordination between government institutions, private sector operators, and international partners in maintaining the momentum of the tourism industry. The continued success of the Maldives is closely tied to the strength of this partnership model, which supports both market expansion and the long-term resilience of the destination.
The AGM also reviewed key governance developments during the year, including the rebranding of the organisation from Maldives Marketing and Public Relations Corporation to Visit Maldives Corporation under Presidential Decree No. 19/2025. The rebranding reflects a renewed strategic identity aligned with the nation’s destination branding priorities and its international visibility agenda. During the reporting period, the Board held 30 meetings, adopted 70 board resolutions, and passed 59 circular resolutions. In addition, the Corporation held two Extraordinary General Meetings to approve the name change and to expand the Board from seven to nine members, strengthening governance arrangements as the organisation continues to grow in scale and responsibility.
International recognition for the Maldives tourism sector also continued in 2025, reinforcing the country’s standing in the global travel industry. The Maldives was named the World’s Leading Destination at the World Travel Awards for the sixth consecutive year and World’s Leading Green Destination for the second consecutive year. These honours reflected both the enduring international appeal of the destination and the increasing attention given to sustainability, conservation, and responsible tourism practices. For global travellers, the Maldives continues to represent a destination where world-class resort hospitality is matched by strong environmental value, natural elegance, and a carefully curated visitor experience.
Among the year’s major strategic initiatives was a three-year global partnership with Liverpool Football Club, aimed at expanding destination visibility to a worldwide audience of more than 205 million followers. The Corporation also signed 11 memoranda of understanding with partners across aviation, finance, and travel platforms, further broadening the Maldives’ international reach and strengthening access across multiple travel ecosystems. These partnerships are expected to support future growth by connecting the Maldives more effectively with new audiences, travel networks, and commercial opportunities.
VMC expressed appreciation to government institutions, industry stakeholders, and partners for their continued support, while reaffirming its focus on strengthening destination marketing and supporting sustainable tourism growth. With record income, rising tourism earnings, expanding global recognition, and a tourism product led by internationally admired resort experiences, the Maldives enters its next phase of growth with strong momentum and renewed confidence in its position as one of the world’s premier travel destinations.
advertisment
advertisment
