Visit Maldives has officially launched the Visit Maldives Week in Germany and Switzerland, running from 2nd to 5th June 2025. This high-impact roadshow brings the vibrancy and allure of the Maldives to three major European cities—Munich, Frankfurt, and Zurich—and marks a key initiative to strengthen the destination’s presence in these strategically important markets. With the support of 11 esteemed tourism industry partners from the Maldives, the event is set to deepen engagement with travel trade professionals, support new business collaborations, and position the Maldives as a leading destination for a wide variety of travellers.

The series kicked off in Munich on 2nd June, and will continue in Frankfurt on 3rd June, culminating in Zurich on 5th June. Each event offers an immersive experience into the world of Maldivian tourism, featuring curated destination presentations, B2B meetings, networking sessions, and cultural highlights that showcase the Maldives’ exceptional beauty, hospitality, and variety of tourism offerings. Participating partners include Lily Hotels, Universal Resorts, LUX* South Ari Atoll, Beond - Simdi Operations Private Limited, Kandima Maldives, JW Marriott Maldives Resort & Spa, Filitheyo Island Resort, Furaveri Island Resort & Spa, Diamonds Thudufushi Beach & Water Villas, The St. Regis Maldives Vommuli Resort, and Resort Life Travel Pvt Ltd.

Every edition of Visit Maldives Week is crafted to resonate with individual local audiences. For this edition, German-language branding and materials are featured prominently, while strategic partnerships with high-end publications and lifestyle brands target the affluent market segment. A strong emphasis is also placed on nature-based and conservation-driven experiences, aligning with global travel trends and reinforcing the Maldives’ identity as a sustainable and eco-conscious destination. To further increase engagement, each roadshow also featured a raffle for a free holiday in the Maldives, sponsored by Kandima Maldives for Munich and Frankfurt, Diamonds Thudufushi Maldives for Munich, Sandies Bathala Maldives for Zurich, beOnd and Furaveri Maldives for Munich, Frankfurt, and Zurich. 

Germany and Switzerland remain among the Maldives’ most significant tourism source markets. In 2024, Germany secured the fourth position with 157,246 tourist arrivals, and remains strong in 2025 with 71,278 arrivals by 22nd May. Switzerland ranked tenth in 2024 with 41,062 visitors and climbed to ninth in 2025 with 21,478 arrivals within the same timeframe. With travel demand rising, Visit Maldives Week supports the destination’s broader goal of regaining and surpassing pre-pandemic arrival numbers by engaging directly with key stakeholders in the travel trade sector.

This roadshow builds on a series of successful campaigns and promotional efforts in the region. Notable recent initiatives include the Maldives’ participation in ITB Berlin 2025 and IMM Germany 2025, a high-visibility taxi advertising campaign across Berlin, and dedicated promotions during the Berlinale Film Festival. An ongoing joint marketing campaign with TUI DACH is already in motion, and future collaborations with DER Tour, along with targeted media familiarisation trips, are planned to further enhance visibility and conversions.