Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) has announced that Maldives sets an ambitious target of $5 billion in tourism receipts for 2025, building on the incredible momentum of 2024, a record-breaking year for the Maldives Tourism Industry. The announcement was made today by Mr Abdulla Ghiyas, the Chairperson of MMPRC, and the CEO & MD, Mr Ibrahim Shiuree, at a Press Conference held at MMPRC headquarters.  

2024: A Year of Milestones

The destination welcomed an impressive 2 million tourists, and set new benchmarks with record-breaking daily and monthly arrivals in February. Extensive marketing efforts, as revealed by MMPRC, played a key role in this success. This included 23 fairs and roadshows, 15 impactful social media campaigns, and 23 engaging virtual events, most notably the 'Discover Maldives' Webinar Series, showcasing the unique experiences of the Maldives to numerous key markets.

The Maldives also achieved its largest-ever representation at both ITB Berlin 2024 and ATM Dubai 2024 and served as the Host Country sponsor at ITB China in Shanghai for the first time, further expanding its reach in these crucial markets. We also launched 'The World's Biggest Giveaway 2025' at WTM London- one of the most globally-awaited campaigns beginning at the start of next year. Increased connectivity to the Maldives was also a contributing factor for the success of the tourism sector, with new airline routes and more frequent flights making the destination even more accessible. 

MMPRC hosted the inaugural Data Forum 2024, the largest of its kind in the SEA region, as well as the Tourism Symposium 2024 towards driving industry development and collective growth. We signed key agreements with Fliggy, Weixin Pay, MATI, NHGAM, Maldives Immigration, Maldivian Airlines, and ADK Hospital in our efforts to enhance our segments and the travel experience in the tourism and ancillary sectors. 

The results showed a remarkable 15% growth in tourism receipts in 2024 compared to the past year, according to the Maldives Monetary Authority (MMA), while the Maldives Inland Revenue Authority (MIRA) recorded an 8% increase in tourism-related government tax revenues during the same period. The Maldives also garnered numerous accolades, notably at the World Travel Awards, winning the prestigious title of World’s Leading Green Destination for the first time and World’s Leading Destination for the fifth consecutive year. 2024 marks 11 years since the Maldives first achieved the significant milestone of 1 million annual tourist arrivals.

2025: A New Direction

MMPRC also revealed the outlook for the year ahead. Visit Maldives is adopting a fresh strategic approach, shifting its focus from traditional trade shows to more conversion-driven marketing tactics. This new strategy will emphasize the creation and distribution of compelling content, with a strong focus on video-based digital campaigns. Visit Maldives will also be strengthening its international collaborations with airlines, tour operators, and retail brands to maximize reach and impact. 

Key Initiatives for 2025

Several key initiatives will support this new direction, including the launch of the Visit Maldives Shop, a new platform for distributing branded merchandise. The Visit Maldives Calendar will provide a centralized hub for information on all events taking place in the Maldives, making it easier for visitors to plan their trips. The Visit Maldives Academy will offer an educational program designed to strengthen industry knowledge and offer Destination Specialist certification. Additionally the Visit Maldives Content Portal will serve as a valuable resource for curated content, while also providing an opportunity for local creatives to showcase and sell their digital assets. Moreover, the Visit Maldives Data Dashboard will provide a centralized platform for industry insights and analytics, partnering with global data leaders to provide comprehensive data. 

To further enhance its global presence, Visit Maldives announced “Visit Maldives Week” to be launched in key markets. These events will feature a range of activities, including media events, press breakfasts, seminars, networking evenings, food trucks, and innovative outdoor marketing initiatives. Focused campaigns will target major markets such as Germany, Dubai, India, and Russia. While the annual highlight shifts from ITB Berlin to ATM Dubai, significant activities will still take place in Berlin.

Building on the success of impactful digital campaigns like “Winter is Blue,” which achieved 22 million unique reach in just one month, Visit Maldives plans to deepen its collaborations with Meta and other major digital platforms. Enhanced webinars, familiarization trips, and strategic partnerships with NGOs will help to maximize reach and streamline costs, leading to a significant reduction in fair budgets. Several new campaigns will target specific niche segments, including MICE, solo travelers, and “bestie” getaways. Visit Maldives will also engage international branding specialists to refine its overall positioning and host major events to promote film tourism, influencer collaborations, and storytelling. The Visit Maldives Club will launch “Burunu Boma,” the world’s largest sustainable fishing competition, announced to take place at the end of April 2025 and May 2025, attracting a global audience.

Exciting Times Ahead

The overall goal for 2025 is to ensure consistent quarterly activity in the top 25 markets, supplemented by major summer campaigns and a robust public relations push. Visit Maldives is actively seeking to cultivate strong industry partnerships in 2025 to achieve collective success across all our initiatives.