Visit Maldives Corporation (VMC) and Emirates have signed a Memorandum of Understanding (MoU) aimed at strengthening international destination promotion, expanding travel trade cooperation and supporting continued tourism growth to the Maldives across key global markets.
The agreement was signed during Arabian Travel Market (ATM) 2026 by Abdulla Yasir, Chief Executive Officer and Managing Director of Visit Maldives Corporation, and Essa Sulaiman Ahmad, Senior Vice President – Commercial Operations, WAIO, at Emirates. The partnership brings together the Maldives’ national tourism promotion organisation and one of the world’s major international aviation networks to further strengthen the destination’s visibility and accessibility among travellers worldwide.
The signing ceremony was attended by Dr. Abdulla Niyaz, Minister of State for Tourism and Civil Aviation; Abdulla Ghiyas Riyaz, Chairman of the Board of Directors of Visit Maldives Corporation; Ahmed Farih Mohamed, Minister Counsellor at the Embassy of the Republic of Maldives in the United Arab Emirates; and Sabeeha Ahmed, Chief Operating Officer of Visit Maldives Corporation.
Under the MoU, Visit Maldives Corporation and Emirates will collaborate on destination marketing, travel trade engagement and promotional activities designed to generate stronger demand for the Maldives across mutually agreed international markets. The cooperation will include joint marketing campaigns, familiarisation initiatives and closer engagement with travel trade partners operating across Emirates’ extensive international network.
The collaboration is expected to provide additional opportunities to showcase the Maldives to travellers in established and emerging tourism markets while strengthening links between destination promotion and international air connectivity. By coordinating marketing initiatives with airline networks, the Maldives can reach potential visitors at different stages of their travel planning and provide greater visibility for the country’s diverse tourism offerings.
The Maldives continues to distinguish itself as one of the world’s most recognised premium tourism destinations, supported by a tourism industry built around resort islands, guesthouses, hotels and liveaboard operations. Its resort sector remains central to the country’s international tourism appeal, offering visitors experiences across a wide range of market segments, from private island retreats and family-oriented resorts to luxury accommodation, marine recreation, wellness, dining and nature-focused experiences.
Maldivian resorts are internationally known for their distinctive one-island-one-resort concept, providing travellers with privacy, spacious surroundings and direct access to the country’s natural marine environment. Resorts across the archipelago continue to invest in upgraded villas, enhanced guest facilities, new dining concepts, family experiences, marine activities and sustainable tourism practices as the industry responds to changing international travel preferences.
The country’s tourism sector has also continued to broaden its appeal by developing products for different categories of travellers while maintaining the Maldives’ established reputation for high-quality hospitality. Improved international air connectivity remains particularly important for the resort industry, as convenient flight connections help connect visitors from major source markets with Velana International Airport and onward domestic transfers to resorts across the country.
The partnership with Emirates therefore complements the Government’s wider efforts to strengthen tourism connectivity, improve international market access and maintain the Maldives’ competitiveness as a leading global destination. Strong aviation partnerships are particularly important for an island nation whose tourism sector depends heavily on reliable and convenient international connections.
Abdulla Yasir, CEO and Managing Director of Visit Maldives Corporation, said that air connectivity and destination marketing must work together to create sustained tourism growth. He said the collaboration with Emirates provides an opportunity to strengthen the Maldives’ presence across key markets while connecting the country’s destination promotion more closely with one of the world’s major international aviation networks.
Essa Sulaiman Ahmad, Senior Vice President – Commercial Operations, WAIO, at Emirates, welcomed the strengthened collaboration with Visit Maldives Corporation and reaffirmed the airline’s support for the continued promotion of the Maldives across its network. He said joint marketing and travel trade initiatives would help create greater awareness of the destination and support travel demand from important international markets.
The agreement also strengthens engagement between the Maldives tourism industry and international travel trade partners. Travel agents, tour operators and other tourism businesses remain important in promoting Maldivian resorts and tourism experiences to travellers across different regions, particularly in markets where organised holiday packages and travel trade recommendations continue to influence destination choices.
Joint familiarisation programmes can also provide travel professionals and tourism industry partners with greater first-hand knowledge of the Maldives, helping them better understand the variety of resorts, islands, accommodation categories and visitor experiences available across the destination. This can support more targeted promotion and help position different Maldivian tourism products according to the interests and requirements of travellers in individual markets.
The collaboration comes as the Government continues to place tourism development, aviation connectivity and international destination promotion among important areas supporting the Maldives’ economic growth. Strengthening partnerships with major airlines and global travel industry stakeholders is expected to help diversify visitor markets, maintain strong international visibility and create additional opportunities for tourism businesses across the country.
Visit Maldives Corporation has been expanding its engagement with airlines, travel trade partners and tourism stakeholders as part of its broader international marketing strategy. Such partnerships enable the Maldives to combine destination branding with airline connectivity, making promotional activities more closely aligned with the routes and markets through which international visitors can access the country.
For the Maldives’ resort industry, stronger destination marketing supported by international aviation partnerships can contribute to greater awareness, broader market reach and sustained visitor demand. It also provides opportunities for established and newly developed resorts to strengthen their presence among international travellers while highlighting the diversity, quality and distinctive character of Maldivian hospitality.
The MoU between Visit Maldives Corporation and Emirates reflects the Maldives’ continuing focus on building strong international partnerships to support sustainable tourism growth. Through coordinated marketing, improved travel trade engagement and stronger connections with global aviation networks, the Government and tourism sector are working to ensure that the Maldives remains highly visible, accessible and competitive in the international travel market.
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