The Visit Maldives Corporation (VMC) has kicked off a bold outdoor advertising initiative across central London to boost the archipelago’s profile in the United Kingdom ahead of the industry-leading trade show World Travel Market London 2025, scheduled for 4-6 November at ExCeL London.
Over the course of two months, 100 London taxis have been wrapped in vibrant island visuals—100 vehicles featuring the Maldives’ signature turquoise and white palette, with 40 “supersides” (large format adverts on each taxi) in circulation across prime commuter routes and high-foot-traffic zones. The campaign spotlights five resort partners—Kandima Maldives, Universal Resorts, Kaimoo Resorts and Hotels, Brennia Kotte Faru and Riu Atoll and Riu Palace Maldivas—each contributing 20 branded taxis (total of 200 superside surfaces) in partnership with VMC.
This high-visibility move forms part of the broader strategy by VMC to reinforce the Maldives’ brand as a luxury, experience-rich destination in its key UK market. By juxtaposing the tropical imagery against London’s cool autumn backdrop, the campaign aims to evoke a sense of escapism—inviting affluent travellers and industry professionals to turn their attention to the Indian-Ocean archipelago.
VMC’s chief executive, Ibrahim Shiuree, described the campaign as a timely alignment of destination visibility with a major trade show: “This campaign brings the spirit of the Maldives to one of our key markets at a time when global attention is focused on London,” he said. “It reflects our strategy to maintain strong destination visibility while inspiring travellers to rediscover the Maldives as the ultimate haven of warmth, luxury and connection.”
Beyond the taxi wraps, VMC will maintain a significant footprint at WTM London 2025. The delegation will feature around 160 industry professionals from 70 Maldives-based companies, housed within a 650 m² exhibition stand that accommodates 46 co-exhibitor counters, 55 B2B meeting tables and three dedicated industry meeting zones.
The UK remains a critically important source market for Maldives tourism. In 2024, the UK ranked fourth in visitor origin, with more than 125,000 arrivals recorded as of September—equivalent to approximately 8.5 % of total arrivals at that point in the year.
