Visit Maldives Corporation (VMC) has reported its strongest financial performance in eight years, with Chairperson of the Board of Directors, Abdulla Ghiyas Riyaz, highlighting 2025 as a year of significant achievements for both the Corporation and the Maldives tourism industry.
Speaking at VMC’s Annual General Meeting (AGM) held on Tuesday at Meeruma Hall, Ghiyas said the Corporation’s record results reflected stronger stakeholder engagement, commercial growth, and the collective success of the country’s tourism sector.
During the meeting, shareholders approved the Corporation’s Annual Report and audited financial statements for the financial year ending 31 December 2025.
VMC recorded total self-generated income of MVR 32.54 million in 2025, marking the highest annual revenue achieved by the Corporation over the past eight years. The income was generated through membership contributions, participation in international trade fairs and roadshows, publications, and other commercial activities, demonstrating growing industry participation and diversified revenue streams.
Addressing shareholders, Ghiyas noted that the achievements of 2025 underscored the strength of collaboration between government institutions, tourism stakeholders, and international partners.
“The achievements of 2025 demonstrate the strength of the Maldives tourism industry and the value of collaboration between government institutions, industry stakeholders, and our international partners,” he said.
The AGM also highlighted a record year for Maldivian tourism, with the Maldives welcoming more than two million tourist arrivals during 2025, reaching the milestone earlier than ever before. Tourism receipts exceeded USD 5.57 billion, representing a 16.4 percent increase compared to the previous year.
VMC played a key role in supporting this growth through destination marketing campaigns, international trade engagement, strategic partnerships, media outreach, and digital promotions conducted across major source markets worldwide.
The meeting further reviewed important governance reforms introduced during the year. In July 2025, the Corporation was officially rebranded from Maldives Marketing and Public Relations Corporation to Visit Maldives Corporation under Presidential Decree No. 19/2025, reflecting a renewed strategic direction and stronger global brand positioning.
According to the report, VMC’s Board held 30 meetings during the year, adopting 70 board resolutions and 59 circular resolutions. Shareholders also approved two Extraordinary General Meetings that facilitated the corporate name change and expanded the Board from seven to nine directors.
On the international stage, the Maldives continued its award-winning streak by securing the title of World’s Leading Destination for the sixth consecutive year and World’s Leading Green Destination for the second consecutive year.
The Corporation’s marketing efforts during 2025 included 46 destination campaigns, 27 collaborative initiatives, participation in 16 international trade fairs, 14 familiarisation trips, and 27 public relations activities across key global markets.
One of the year’s most notable initiatives was the launch of a three-year global partnership with Liverpool FC, providing the Maldives brand exposure to an audience of more than 205 million followers worldwide. VMC also signed 11 strategic Memorandums of Understanding with airlines, financial institutions, and global travel platforms to further strengthen destination promotion efforts.
Concluding the AGM, VMC expressed appreciation to government institutions, tourism industry stakeholders, partners, members, and staff for their continued support, while reaffirming its commitment to advancing destination marketing, strengthening industry partnerships, and promoting sustainable tourism development across the Maldives.
