A vibrant celebration of nature, luxury, and tropical charm is currently taking place in Italy and France as part of “Visit Maldives Week,” a tourism promotion initiative spearheaded by the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives). The campaign brings together 18 representatives from 12 leading Maldivian tourism companies, presenting a unified effort to engage with key European travel markets and invite more travellers to experience the wonders of the Maldives.
The series of events began with roadshows in Rome on 2025 May 14th and Milan on 2025 May 15th, followed by upcoming showcases in Lyon on 2025 May 19th and Paris on 2025 May 20th. These events are designed to highlight the Maldives’ renowned turquoise waters, luxurious resorts, rich cultural heritage, and diverse adventure offerings to the European travel trade and media.
Structured to foster meaningful business connections, the roadshows provide a dynamic platform for B2B meetings, networking sessions, and destination workshops. Italian and French tour operators, travel agents, and media professionals are gaining firsthand insights into the Maldives’ latest tourism products, sustainability efforts, and upcoming campaigns. Participants also have the chance to win exclusive Maldives holiday vouchers sponsored by esteemed properties such as Banyan Tree Vabbinfaru, Canareef Resort Maldives, Six Senses Laamu, and Riu Hotels & Resorts.
To create an engaging and immersive experience, the program includes interactive quizzes and workshops in Italy and Lyon, allowing participants to learn about the Maldives in a fun and memorable way. In Paris, the initiative features a media-focused component showcasing breathtaking visuals of Maldivian islands and resort properties, further enhancing the destination’s appeal.
Italy and France continue to be top-performing source markets for the Maldives, contributing significantly to the growth of the tourism industry. By mid-May, Italy had climbed to the 4th position with over 79,400 arrivals, while France ranked 7th with more than 33,100 visitors during the same period. In response to this momentum, MMPRC is rolling out a strategic calendar of activities, including joint marketing campaigns with airlines and tour operators, webinar series, and influencer familiarisation trips aimed at maintaining and expanding the Maldives’ presence across Europe.
“Visit Maldives Week” serves as a reflection of MMPRC’s ongoing commitment to strengthening ties with European markets, ensuring that the Maldives remains a preferred destination for travellers seeking exceptional hospitality, natural beauty, and meaningful cultural encounters.
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