The Maldives has further strengthened its tourism promotion across the Commonwealth of Independent States (CIS) region with the commencement of the “I AM Maldives CIS Region Roadshow” in Moscow, bringing together Maldivian tourism businesses and leading travel trade professionals from one of the destination’s most important international markets.
Organised by the National Hotels and Guesthouse Association of Maldives (NHGAM) in collaboration with Visit Maldives and the Maldives Association of Travel Agents and Tour Operators (MATATO), the roadshow is being conducted across three major travel markets in the region — Moscow, St. Petersburg and Almaty. Following the opening programme in Moscow, the roadshow continues in St. Petersburg on 23 September and Almaty on 25 September 2026.
The Moscow event brought together 26 companies and more than 50 participants representing the broad spectrum of the Maldivian tourism industry, including resorts, guesthouses, hotels, liveaboards and travel agencies. More than 90 travel trade professionals attended the programme, including tour operators, travel agents and key industry decision-makers, providing Maldivian businesses with a dedicated platform for business-to-business meetings, destination presentations and the development of new commercial partnerships.
The participation of resorts provided an important opportunity to further showcase the Maldives’ internationally recognised hospitality sector to travel partners in the CIS region. Maldivian resorts continue to play a central role in positioning the country as a premium global destination, offering private island experiences, high-quality accommodation, personalised services, marine and recreational activities, family-oriented experiences and access to the country’s renowned natural environment.
The roadshow also enabled participating properties and tourism businesses to present the diversity of the Maldives beyond its traditional luxury image. While the country remains globally recognised for its resort sector, the continued development of guesthouses and local island tourism has significantly broadened the range of experiences available to international visitors. This allows travellers to choose between premium private island stays, locally operated accommodation, liveaboard experiences and multi-island itineraries across different regions of the country.
NHGAM placed particular emphasis on community-led and local island tourism across the three markets while promoting the Maldives’ complete tourism portfolio. Travel trade professionals were introduced to authentic island experiences, sustainable tourism practices, resort offerings and the wide range of accommodation, excursion and recreational opportunities available throughout the archipelago.
The programme also featured the launch of the 2026–2027 edition of the “I AM Maldives” Magazine by NHGAM President Abdulla Nasheed. The publication is expected to serve as an additional promotional platform for Maldivian tourism businesses and provide international travel partners with information on the country’s evolving tourism products and experiences.
Industry participants expressed satisfaction with the organisation of the Moscow programme and the business connections established during the event. The strong attendance by travel professionals reflects continued interest in the Maldives among tour operators and travel agencies serving Russian and neighbouring CIS markets.
Russia remains one of the most significant source markets for the Maldives. The country recorded 278,761 tourist arrivals from Russia in 2025, representing an increase of 23.8 percent compared with the previous year. Russia has continued to maintain its position as the Maldives’ second-largest source market in 2026, recording 209,815 arrivals as of 2 September and accounting for 14.6 percent of total tourist arrivals.
Kazakhstan has also developed into an increasingly important market for the Maldives. The Central Asian country ranked 11th among the Maldives’ source markets as of June 2026, contributing 18,602 visitors and representing a 1.8 percent market share.
The broader Central Asian market is also emerging as an important area of future growth for Maldivian tourism. Improving air connectivity across the CIS and Central Asian region, combined with growing awareness of the Maldives among travellers, is creating additional opportunities for resorts, guesthouses, tour operators and other tourism businesses to expand their presence in these markets.
“Russia and the CIS region are among the most important and high-potential markets for the Maldives. This roadshow was a strategic step to further strengthen our presence in these regions and introduce the unique offerings of the Maldives to a wider audience,” NHGAM President Abdulla Nasheed said.
The CIS roadshow complements the Maldives’ broader international tourism promotion efforts, with the Government and industry stakeholders continuing to strengthen the country’s visibility across established and emerging source markets. The collaboration between Visit Maldives, NHGAM, MATATO and private-sector tourism businesses reflects the coordinated approach being taken to diversify markets, strengthen trade relationships and support sustainable growth across different segments of the tourism industry.
The programme is the third roadshow conducted under the “I AM Maldives” brand. Earlier initiatives were held in Georgia and Azerbaijan, followed by Romania, Poland and the Czech Republic in 2025. NHGAM most recently expanded the campaign into Southeast Asia with roadshows in Hong Kong and Malaysia during the first quarter of 2026.
As NHGAM continues its international market activities throughout 2026, the CIS Region Roadshow is expected to further strengthen direct relationships between Maldivian tourism businesses and overseas travel partners. It also provides resorts, guesthouses and other tourism operators with opportunities to secure new partnerships, increase destination awareness and present the Maldives to a wider range of travellers.
With strong demand from Russia, increasing interest from Kazakhstan and improving connectivity across Central Asia, the CIS region is expected to remain an important component of the Maldives’ tourism market diversification efforts. Continued destination promotion, private-sector participation and government-supported international marketing are helping reinforce the Maldives’ position as one of the world’s leading island destinations while creating opportunities for tourism businesses and communities across the country.
advertisment
advertisment
