The Maldives Marketing and Public Relations Corporation (MMPRC), operating under the Visit Maldives brand, has launched an ambitious global marketing initiative for Summer 2025. This campaign aims to enhance the Maldives’ visibility as a premier luxury destination through strategic partnerships, high-impact advertising, and celebrity collaborations across key international markets.
Premier League Partnership Elevates Global Profile
A cornerstone of this campaign is the multi-year global partnership with Liverpool Football Club, designating the Maldives as the club’s official tourist destination partner. This collaboration leverages Liverpool FC’s extensive global fanbase to promote the Maldives’ diverse offerings, from its pristine beaches to its rich cultural heritage. The partnership includes joint initiatives and promotional activities designed to inspire travel to the island nation .
Targeted Campaigns Across Key Markets
United Kingdom: In the UK, a comprehensive out-of-home (OOH) advertising campaign has been rolled out, featuring over 100 fully branded taxis, as well as advertisements on buses, the London Underground, major airports, and business-class lounges. This initiative aims to reach an estimated 76 million people, reinforcing the Maldives’ position as a top luxury travel destination . Additionally, a joint marketing campaign with Travelbag (DNATA UK) is underway, targeting B2C audiences to promote the Maldives as the ideal holiday destination .
Russia and CIS: Visit Maldives is collaborating with PAC Group and Resort Life Travel to execute targeted marketing campaigns in Russia and the Commonwealth of Independent States (CIS). These partnerships focus on showcasing the Maldives as a destination offering personalized service and high-quality experiences .
DACH Region (Germany, Austria, Switzerland): An ongoing campaign with TUI is utilizing the company’s vast network to promote the Maldives through retail promotions, online presence, and airtours activities, targeting both B2B and B2C audiences. In Germany, a joint marketing campaign with DER Tour is planned to boost bookings and visibility during the summer period .
Italy: A joint promotional campaign with Alpitour has been executed, offering tailored holiday packages and leveraging their extensive network of travel agencies to promote the Maldives .
Poland: Visit Maldives is planning a campaign with TUI Poland to significantly enhance brand visibility and drive engagement with potential visitors .
Spain and Spanish-speaking Markets: A digital and print collaboration with Travel + Leisure is scheduled, targeting high-income, travel-enthusiast audiences through a globally recognized luxury travel and lifestyle magazine .
India: A wide range of activities are planned to boost summer bookings in India, including joint campaigns with major trade partners such as TBO, MakeMyTrip, and Pickyourtrail. These initiatives feature digital activations, promotions, and trade engagement. High-profile celebrity collaborations are also lined up, including an endorsement with an A-list celebrity and a special partnership with renowned director Farah Khan, who will highlight the Maldives’ unique experiences .
Digital Engagement and Influencer Collaborations
To further support the season, a special Summer Sale campaign will run across Visit Maldives’ social media platforms, featuring exclusive offers to inspire and convert holiday bookings during the peak travel period. This campaign is supported by a series of curated influencer activations targeting key source markets, driving aspirational travel content across platforms such as Instagram, YouTube, and TikTok .
Strategic Vision for Sustainable Tourism Growth
Ibrahim Shiuree, CEO and Managing Director of Visit Maldives, emphasized the campaign’s role in strengthening trade relationships, promoting the Maldives’ summer offerings, and stimulating early bookings for the 2025-2026 winter season. He noted that these efforts are designed to address seasonal gaps and maintain the Maldives’ strong presence in the global tourism market .
With these diverse and strategically timed campaigns, Visit Maldives aims to sustain interest in the Maldives as a top-of-mind destination, combining on-the-ground activities with strategic media placement and global partnerships to drive bookings for Summer 2025 and beyond.
