The Maldives announced the launch of its global tourism campaign, “Visit Maldives Year 2027 – Celebrate the Sunny Side,” on November 4, 2026, during the World Travel Market in London. Xinhua reported that the initiative was introduced by Minister of Tourism and Civil Aviation Mohamed Ameen to visitors and trade partners, following President Mohamed Muizzu’s declaration of 2027 as a milestone year for the nation’s tourism sector.
According to Xinhua, the campaign is designed to boost tourism growth, strengthen the country’s position in the global market, and foster inclusive economic opportunities that link the luxury resort sector with local island communities. It will unfold over several years, featuring international roadshows, cultural showcases, and targeted marketing campaigns aimed at expanding tourist arrivals and increasing community participation in the industry.
Campaign objectives and strategy
Xinhua stated that the campaign will promote Maldivian identity, heritage, and hospitality across worldwide media. It is also intended to support local businesses by creating a more integrated and inclusive tourism ecosystem.
“The campaign would seek to create more inclusive economic opportunities by linking the country's luxury resort sector with local island communities and attracting more visitors from both established and emerging markets.”
CEO and Managing Director of Visit Maldives Corporation, Abdulla Yasir, conveyed that the initiative will help channel tourists toward sustainable growth and community benefit.
The launch took place amid the World Travel Market’s London 2026 event, where key travel trade partners and international media were targeted with the new messaging. Xinhua noted that the campaign’s visibility is expected to resonate with established markets and emerging tourist destinations alike.
With this strategic push, the Maldives signals its commitment to balancing luxury tourism with community development, aiming to maintain its status as a premier beach destination while ensuring broader economic participation.
