The Maldives is attracting a growing share of Generation Z travellers, with younger visitors influencing booking patterns, accommodation choices and travel inspiration across the country’s tourism industry, according to the Maldives Visitor Survey 2025 published by the Ministry of Tourism.
The survey shows that the Maldives continues to appeal strongly to new international travellers, with 73 per cent of respondents visiting the destination for the first time. A further 25 per cent had previously travelled to the country, reflecting the Maldives’ ability to attract both first-time guests and returning visitors. When participants were asked to describe their holiday experience in a single word, “Beautiful” was the response given most frequently, highlighting the destination’s enduring appeal among travellers from different generations and markets.
Millennials represented the largest share of survey respondents at 47 per cent, while Generation Z travellers aged 28 and below accounted for 20 per cent. The growing presence of younger visitors indicates that the Maldives is broadening its market beyond its traditional segments and establishing a strong position among a new generation of internationally connected travellers.
The findings show that younger visitors are more likely to make travel decisions closer to their departure dates. Approximately 31 per cent of visitors under the age of 20 and 28 per cent of travellers aged between 21 and 28 booked their Maldives holidays less than one month before travelling. This pattern reflects the growing importance of flexible reservations, convenient digital booking platforms and readily available travel information in attracting younger consumers.
Social media has become particularly influential in shaping travel decisions among Generation Z visitors. It was identified as the primary source of information by 46 per cent of travellers aged between 21 and 28 and by 36 per cent of visitors under the age of 20. By comparison, only seven per cent of Baby Boomers aged between 61 and 79 relied primarily on social media when planning their holidays.
The increasing influence of digital content presents significant opportunities for Maldivian tourism businesses, including resorts, guesthouses, tour operators and experience providers. High-quality visual storytelling, authentic destination content and accessible online booking channels are becoming increasingly important for reaching younger travellers, who often discover destinations and compare holiday experiences through social platforms.
Guesthouse accommodation on inhabited islands was also more popular among younger visitors. Guesthouses were the sole accommodation choice for 36 per cent of travellers under the age of 20 and 27 per cent of those aged between 21 and 28. The findings demonstrate the growing appeal of community-based tourism, which allows visitors to experience local island life while supporting businesses and employment opportunities within island communities.
At the same time, luxury tourism remains an important part of the Maldives’ appeal to younger markets. Among travellers under the age of 20, 17 per cent stated that luxury experiences were the primary reason for visiting the Maldives, representing the highest proportion recorded among the age groups surveyed.
Maldivian resorts remain central to the destination’s global tourism profile by offering private island environments, premium accommodation, high standards of hospitality and direct access to the country’s natural surroundings. The diversity of the resort sector, ranging from boutique island properties to internationally recognised luxury brands, enables the Maldives to serve different visitor preferences while maintaining its reputation as a premium destination.
For younger travellers, resorts increasingly provide more than traditional leisure accommodation. The combination of distinctive villas, personalised services, marine experiences, dining options and visually striking island settings makes the Maldivian resort product highly suited to travellers seeking memorable and shareable experiences. Strong digital connectivity and flexible booking arrangements may further strengthen the sector’s appeal among visitors who plan their holidays independently and within shorter timeframes.
Visitor satisfaction across the Maldives remained exceptionally high. The survey found that 57 per cent of respondents rated their holiday 10 out of 10, while 42 per cent said their experience exceeded their expectations. When asked whether they would recommend the Maldives as a holiday destination, 70 per cent awarded the country the maximum score of 10 out of 10.
Future travel intentions were also positive, with 60 per cent of respondents stating that they were certain they would return to the Maldives. The strong level of repeat-visit intention reflects confidence in the quality of the country’s tourism services, natural environment and overall visitor experience.
The survey also identified changes in the way tourists arrange their holidays. Around 51 per cent of respondents booked their flights and accommodation separately, while 45 per cent purchased package holidays. The results suggest that independent travel planning is becoming increasingly common, although packaged travel remains an important option for visitors seeking convenience and coordinated services.
Snorkelling was the most popular activity among respondents, with 67 per cent participating during their stay. Relaxation was selected by 63 per cent, while 54 per cent took part in wildlife experiences, including encounters with manta rays, sharks and dolphins. These findings reinforce the importance of the Maldives’ marine environment as one of its strongest tourism assets.
The country’s resorts and guesthouses play a major role in facilitating access to these experiences through organised excursions, guided marine activities and proximity to coral reefs and diverse marine habitats. The continued development of responsible tourism practices and environmental conservation initiatives will be important in preserving these attractions for future generations of visitors.
Most respondents viewed key elements of their holiday as offering good value for money. Accommodation was rated positively by 58 per cent of visitors, while 57 per cent considered food and beverage services to provide good value. However, 42 per cent regarded souvenirs as expensive, while 40 per cent expressed the same view regarding spa services.
The Maldives Visitor Survey 2025 indicates that Generation Z is emerging as an increasingly important segment of the country’s tourism market. Social media engagement, short booking periods, independent travel planning and demand for both guesthouse and luxury resort experiences are contributing to changes in visitor behaviour.
With nearly three-quarters of surveyed travellers experiencing the Maldives for the first time, the findings demonstrate the destination’s continued ability to reach new international markets. High satisfaction levels, strong recommendations and positive intentions to return further underline the Maldives’ position as one of the world’s most admired island destinations.
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