The Maldives has unveiled its Visit Maldives Year 2027 campaign to international media and tourism industry representatives at the World Travel Market (WTM) London 2026, as the country steps up efforts to promote its tourism industry and attract more visitors next year.
The Maldives has unveiled its Visit Maldives Year 2027 campaign to international media and tourism industry representatives at the World Travel Market (WTM) London 2026, as the country steps up efforts to promote its tourism industry and attract more visitors next year.
The campaign, titled “Celebrate the Sunny Side”, was introduced at a press conference held alongside the three-day exhibition, which is taking place at ExCeL London from November 3 to 5.
Visit Maldives Year 2027 was designated by President Dr Mohamed Muizzu during his 2026 Presidential Address at the opening of the People’s Majlis.
The initiative aims to bring together tourism businesses, local communities and international partners to showcase the diversity of experiences available across the Maldives.
The year-long programme will feature resort celebrations, local island festivals, cultural events, culinary experiences, wellness activities, adventure tourism and marine experiences.
Speaking at the launch, Minister of Tourism and Civil Aviation Mohamed Ameen said the initiative would bring together the country’s tourism industry and communities to showcase Maldivian culture, hospitality and tourism offerings to the international market.
He said the campaign would also create new opportunities for local businesses and communities while strengthening the Maldives’ position as a leading global tourism destination.
Visit Maldives Corporation (VMC) CEO and Managing Director Abdulla Yasir said the initiative would help expand the country’s international presence, increase destination visibility and support sustainable growth in tourist arrivals.
He also highlighted the importance of industry partnerships in attracting more visitors in 2027.
The launch comes as the Maldives continues to strengthen its presence in established tourism markets and explore opportunities to expand visitor arrivals.
According to Ministry of Tourism statistics, the Maldives welcomed 1,762,751 tourists between January and October this year.
Europe accounted for 56.9 per cent of arrivals, while China remained the largest individual source market with 331,817 visitors.
Russia followed with 256,822 arrivals, while the United Kingdom ranked third with 135,897 visitors.
The Maldives is participating in WTM London 2026 with a delegation of 161 representatives, including 136 participants from 62 tourism companies.
The exhibition provides an opportunity for Maldivian tourism businesses to engage with international buyers, establish commercial partnerships and promote their services.
The 2027 edition of the Visit Maldives Destination Guide is also being introduced at the exhibition, featuring information on the country’s tourism offerings and experiences for international travel partners and prospective visitors.
Throughout the event, Visit Maldives is scheduled to engage with international tour operators, airlines, online travel platforms and media organisations to explore joint marketing initiatives and promotional partnerships aimed at increasing tourist arrivals in 2027.
The international unveiling marks the beginning of a wider promotional campaign to build global interest in Visit Maldives Year 2027 and encourage greater participation from the tourism industry.
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