To strengthen its position as a top-tier destination for Australian travellers, Visit Maldives (Maldives Marketing and Public Relations Corporation – MMPRC) has launched a collaborative marketing campaign with Ignite Travel Group (ITG), one of Australia’s most awarded destination marketing and travel distribution companies. Running from July 17th to August 31st, 2025, this campaign aims to elevate the Maldives’ presence in the Australian market and drive high-value travel bookings during the destination’s off-peak season.
This initiative forms part of Visit Maldives’ ongoing strategy to expand its footprint in key source markets by partnering with influential travel brands and leveraging data-driven, multi-platform marketing solutions. Through this partnership, Ignite Travel Group will promote curated Maldivian holiday experiences via its flagship brand My Maldives, targeting affluent Australian travellers, including professional couples, honeymooners, and families seeking premium, value-driven escapes. The campaign is also designed to increase average visitor spend and length of stay, two key priorities for the Maldivian tourism industry during low-season periods.
The campaign will deploy a robust mix of digital and traditional media, including digital display advertising, feature coverage in top-tier Australian publications, and omnichannel promotions through ITG’s established platforms such as Flight Centre and My Holiday. These platforms play a vital role in influencing outbound travel decisions and converting interest into confirmed bookings. This comprehensive approach ensures that the Maldives remains top-of-mind for Australian travellers planning their next international holiday.
Australia continues to be a strong-performing market for the Maldives. As of June 29, 2025, a total of 20,613 Australian visitors have arrived in the country, reflecting consistent demand despite seasonal fluctuations. Visit Maldives has maintained a strong marketing presence in Australia through a series of targeted campaigns, including successful collaborations with Singapore Airlines and active engagement with Australian trade stakeholders. These efforts have significantly contributed to raising brand awareness and reinforcing the Maldives as a must-visit destination for Australian tourists.
The new campaign with Ignite Travel Group comes at a strategically important time, aligning with Visit Maldives’ goal of sustaining momentum in long-haul markets and reinforcing the Maldives as a year-round destination offering unparalleled experiences in luxury, wellness, and marine-based tourism. By highlighting the Maldives’ unique appeal, its pristine beaches, world-class resorts, and secluded island getaways, the campaign seeks to attract discerning travellers in search of relaxation, romance, and unforgettable memories.
Looking forward, MMPRC remains committed to further expanding its presence in the Australian market. With a robust marketing pipeline that includes joint promotions, media familiarization trips, and participation in major travel fairs, Visit Maldives is dedicated to ensuring the Maldives continues to captivate Australian travellers as one of the most desirable holiday destinations in the world
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