The Maldives has unveiled its major international tourism campaign, “Visit Maldives Year 2027 – Celebrate the Sunny Side,” at World Travel Market (WTM) London 2026, placing the island nation’s distinctive tourism experiences, celebrated hospitality and natural beauty at the centre of its next phase of global tourism promotion.
The campaign follows the declaration by President Dr Mohamed Muizzu designating the upcoming period as an important national milestone for accelerating tourism growth and strengthening the sector’s contribution to the Maldivian economy. The initiative reflects the Government’s broader commitment to expanding international visitor arrivals, strengthening destination competitiveness and creating wider economic opportunities across the country.
The announcement was made during a press conference led by Minister of Tourism and Civil Aviation Mohamed Ameen and Visit Maldives Corporation (VMC) CEO and Managing Director Abdulla Yasir, with senior government officials, tourism industry representatives, travel trade partners and members of the international media in attendance.
Minister Ameen described Visit Maldives Year 2027 as a national journey bringing together the Government, tourism industry, local communities and the wider public to showcase the Maldives to the world. He highlighted the importance of presenting not only the country’s internationally recognised natural attractions, but also its heritage, culture, Maldivian identity and renowned tradition of hospitality. The campaign is expected to further strengthen the Maldives’ position as one of the world’s most desirable travel destinations while generating sustainable economic benefits for businesses and communities.
The Maldives remains globally renowned for its private-island resort concept, offering visitors an exceptional combination of tropical scenery, privacy, personalised service and high-quality hospitality. Resorts spread across the country’s atolls provide distinctive island experiences surrounded by clear lagoons, white sandy beaches, coral reefs and the Indian Ocean, while continuing to introduce new accommodation concepts, dining experiences, marine activities, wellness offerings and environmentally responsible tourism practices. This strong resort sector has played a central role in establishing the Maldives as an internationally recognised premium destination and remains an important pillar of the country’s tourism success.
At the same time, Visit Maldives Year 2027 will highlight the expanding diversity of Maldivian tourism by connecting the country’s established resort sector with growing tourism opportunities across inhabited islands and local communities. VMC CEO Abdulla Yasir said the campaign is designed to bridge the experience offered by private-island resorts with the authentic character of local island destinations, creating a broader and more inclusive tourism offering for international travellers.
The campaign will place particular emphasis on ensuring that tourism growth creates opportunities across different regions of the Maldives, supporting local enterprises, guesthouses, tourism-related businesses and communities while continuing to strengthen the country’s globally respected resort industry. The approach is expected to help distribute tourism benefits more widely while encouraging travellers to discover the diversity of experiences available throughout the archipelago.
As part of the multi-year initiative, the Maldives will undertake international roadshows, cultural showcases and targeted destination marketing campaigns across established and emerging source markets. These activities will focus on increasing international visibility, strengthening partnerships with travel trade stakeholders and attracting a broader range of travellers to the country.
With “Visit Maldives Year 2027 – Celebrate the Sunny Side,” the Government is positioning the Maldives for another period of strong tourism growth, combining the country’s globally celebrated resort experiences with its culture, communities and expanding destination offerings. The campaign is expected to further enhance the Maldives’ international profile while supporting long-term growth across one of the country’s most important economic sectors.
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