A vibrant campaign led by Visit Maldives Corporation (VMC) is making waves across the Indian travel market, reinforcing the Maldives as one of the most attractive destinations for Indian tourists in 2025. Under the campaign slogan From Tiranga to Turquoise, this initiative creatively traces a symbolic journey from the tricolour of India’s national flag to the serene turquoise lagoons of the Maldives, inviting Indian travellers to experience a spectrum of offerings, from luxury escapes to immersive cultural retreats.
As India continues to rise in the ranks of top source markets for the Maldives, this campaign marks a renewed commitment to deepen tourism ties between the two nations. Visitor numbers from India have seen a remarkable surge, with a more than 130% increase compared to pre-2019 levels. The year 2023 alone recorded 209,193 Indian arrivals, a testament to India’s growing interest in the Maldives. By mid-August 2025, over half of this year’s ambitious target of 200,000 arrivals had already been realised.
Ibrahim Shiuree, CEO and Managing Director of Visit Maldives, articulated the campaign’s strategic vision: “India has always been more than a neighbouring country, it is a trusted partner with deep-rooted cultural links. This campaign is designed to not only elevate the Maldives as a holiday destination but to firmly place it within the hearts and minds of Indian families, honeymooners, corporate groups, and even film producers.”
The promotional framework supporting this initiative is expansive and multi-faceted. Media familiarisation tours are being organised to showcase Maldivian hospitality and culture. Collaborations with high-profile Indian social media influencers are strategically planned to deliver compelling narratives through digital platforms. Print visibility in India’s top newspapers through advertorials and feature pieces further reinforces the Maldives’ appeal to diverse traveler segments.
VMC’s campaign is also physically present across India through a series of tri-city roadshows, enabling key stakeholders, including airline partners, media professionals, and travel agencies, to engage directly with Maldives tourism representatives. These roadshows aim to create long-lasting partnerships and increase visibility across Indian metros and tier-two cities alike.
Early campaign milestones are already yielding results. In February, a “Maldivian Night” gala was hosted at Mumbai’s prestigious Four Seasons Hotel. Attended by over 100 elite guests, including more than 20 social media influencers and several celebrities, the event amplified the Maldives’ profile as both a luxurious and family-friendly destination. The social media reach of the event’s participants exceeded 200 million, generating wide interest and engagement among Indian audiences.
Adding star power to the campaign, Bollywood choreographer and director Farah Khan visited the Maldives during Eid Al-Adha in June 2025. Through her personal project—broadcasted to over 13 million followers, she highlighted authentic Maldivian island experiences, from traditional cuisine to cultural interactions with local communities. Her travel narrative helped reposition the Maldives not only as a luxury escape but as a warm and accessible destination for Indian families seeking meaningful holiday experiences.
Crucially supporting these tourism promotion efforts is the Maldives’ investment in aviation infrastructure. The recent inauguration of the new passenger terminal at Velana International Airport has enhanced the capacity to accommodate up to seven million tourists annually. This development significantly improves passenger flow and streamlines the arrival experience for Indian travellers. Additionally, the upcoming opening of Hanimaadhoo International Airport is expected to facilitate direct connectivity from India to northern Maldivian atolls, unlocking new tourism opportunities and regional economic benefits.
As Visit Maldives continues to diversify and localise its tourism offerings, the From Tiranga to Turquoise campaign demonstrates a focused, data-driven approach to positioning the Maldives as the destination of choice for one of the world’s largest outbound tourism markets. By blending strategic outreach with cultural affinity and infrastructural readiness, this initiative is not only reinforcing brand Maldives in India but also nurturing a sustainable tourism pipeline for years to come.
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