Visit Maldives has launched a strategic promotional campaign across key cities in Central Europe with the successful commencement of Visit Maldives Week in Germany and Switzerland. Running from 2nd to 5th June 2025, this targeted roadshow aims to deepen trade relations, drive new business opportunities, and reinforce the Maldives’ position as a premium travel destination for the German-speaking market.
The promotional series began in Munich on 2nd June, continued in Frankfurt on 3rd June, and will conclude in Zurich on 5th June. These cities were selected for their strong outbound tourism potential and long-standing contribution to the Maldives’ visitor arrivals. The roadshow features a comprehensive program including destination presentations, business-to-business (B2B) meetings, networking sessions, and cultural showcases that reflect the Maldives’ natural beauty, exclusive experiences, and exceptional hospitality.
Backed by 11 industry-leading Maldivian tourism partners, the campaign has brought together influential figures and decision-makers from the European travel trade sector. The participating companies include Lily Hotels, Universal Resorts, LUX* South Ari Atoll, Beond – Simdi Operations Pvt Ltd, Kandima Maldives, JW Marriott Maldives Resort & Spa, Filitheyo Island Resort, Furaveri Island Resort & Spa, Diamonds Thudufushi Beach & Water Villas, The St. Regis Maldives Vommuli Resort, and Resort Life Travel Pvt Ltd. These partners are engaging directly with tour operators and travel agents to promote tailored experiences ranging from high-end luxury to adventure and sustainability-based travel.
Each leg of the event has been customised to cater to local preferences. For the German and Swiss markets, the campaign features branding in the German language, ensuring accessibility and cultural relevance. Strategic partnerships with leading lifestyle media and premium publications are being utilised to appeal to affluent travelers who seek unique, nature-rich, and conservation-conscious holiday experiences. This aligns with the Maldives’ national tourism strategy to position itself as an environmentally responsible destination.
An added incentive for attendees has been the inclusion of an exclusive raffle draw in each city, offering lucky participants the chance to win an all-expenses-paid holiday in the Maldives. These raffles are supported by various resort partners: Kandima Maldives sponsored the raffle in Munich and Frankfurt, Diamonds Thudufushi Maldives in Munich, Sandies Bathala Maldives in Zurich, while beOnd and Furaveri Maldives supported all three cities. These promotional elements not only boost event engagement but also leave a lasting impression of the Maldives’ hospitality offerings.
Germany and Switzerland continue to be high-performing markets for Maldivian tourism. In 2024, Germany ranked fourth in terms of arrivals, contributing 157,246 tourists, and by 22nd May 2025, it had already welcomed 71,278 visitors. Switzerland held the tenth position in 2024 with 41,062 tourists and moved up to ninth in 2025, recording 21,478 arrivals during the same period. With both markets showing resilience and growing travel appetite, Visit Maldives Week comes at an opportune time to maintain momentum and drive future growth.
This campaign builds on a series of marketing activities executed in the region earlier this year. Noteworthy efforts include the Maldives’ participation in major travel trade events such as ITB Berlin 2025 and IMM Germany 2025. Additionally, high-visibility branding initiatives, such as a taxi advertising campaign across Berlin and exclusive promotions during the Berlinale Film Festival, have enhanced the destination’s exposure. Collaborative marketing with leading tour operator TUI DACH is currently underway, and further campaigns with DER Tour, as well as specialised media familiarisation trips, are planned to increase conversion and reach.
Through this dynamic series of engagements in Munich, Frankfurt, and Zurich, Visit Maldives continues to build enduring partnerships and foster growth in visitor arrivals from Central Europe, helping to achieve the long-term goal of surpassing pre-pandemic tourism figures while highlighting the Maldives as a sustainable, diverse, and premium destination for international travelers.
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