In brief
At the World Travel Market London, the Maldives rolled out its "Visit Maldives Year 2027 – Celebrate the Sunny Side" campaign, declared by Minister of Tourism and Civil Aviation Mohamed Ameen. The initiative seeks to strengthen the nation's global tourism position, support local businesses, and create inclusive opportunities that connect luxury resorts with local island communities.
On Nov. 4, 2026, during the World Travel Market in London, the Maldives launched its global tourism campaign, "Visit Maldives Year 2027 – Celebrate the Sunny Side", as reported by Xinhua. The initiative was unveiled by Minister of Tourism and Civil Aviation Mohamed Ameen and aimed to accelerate growth in the country’s tourism sector.
President Mohamed Muizzu had earlier declared 2027 a milestone year, calling it an opportunity to accelerate national tourism expansion. The campaign is meant to reinforce the Maldives’ position in the global market and promote the nation’s heritage, hospitality, and identity.
According to Ameen, the campaign would “promote Maldivian identity, heritage and hospitality while strengthening the country's position in the global tourism market and supporting local businesses.” He highlighted the need for a balanced approach that benefits both central resorts and peripheral island communities.
Visit Maldives Corporation CEO and Managing Director Abdulla Yasir emphasized an inclusive economic vision. He said the file would seek to create more inclusive economic opportunities by linking the country’s luxury resort sector with local island communities and attracting visitors from both established and emerging markets.
The multi‑year initiative will feature international roadshows, cultural showcases, and targeted marketing campaigns. The plan is to expand tourist arrivals, increase community participation in tourism, and showcase Maldivian culture on a global stage.
Xinhua noted that the campaign’s launch at the World Travel Market was specifically aimed at international media and key travel trade partners, hoping to secure new partnerships and bolster outbound tourism during the peak season.
With a focus on 2027, the “Visit Maldives Year 2027” campaign will span several years leading up to the target year, positioning the Maldives as a prime destination for both luxury and community‑based experiences.
Campaign Highlights
The initiative will begin with a series of international roadshows in major tourism markets, showcasing the Maldives’ unique environment and cultural heritage.
In addition, a series of cultural showcases will be organized in select cities to deepen understanding of island life and local traditions, drawing visitors to the source islands.
Targeted marketing campaigns will emphasize the link between luxury resorts and community participation, urging tourists to experience both upscale and authentic local settings.
Future Plans
By 2027, the Maldives intends to achieve a measurable increase in tourist arrivals, particularly from emerging markets identified as priority targets in the campaign.
The government plans to monitor progress through detailed visitor analytics and to adjust marketing strategies accordingly, as outlined by the tourism ministry.
Should the campaign reach its objectives, it is expected to create new jobs in local communities and foster sustainable development across the archipelago.
As the Maldives looks to its 2027 milestone, the campaign’s success will hinge on seamless collaboration between the tourism sector, the private industry, and island communities, a partnership that was underscored by both Ameen and Yasir during the launch.
