The Maldives has launched a major international tourism campaign in London, aiming to attract 2.5 million visitors in 2027 while promoting experiences beyond its famous luxury resorts and beaches.
Unveiled at World Travel Market (WTM) London on 3 November 2026, “Visit Maldives Year 2027 – Celebrate the Sunny Side” will focus on island culture, marine activities, wellness, adventure travel and locally led tourism.
Maldives targets 2.5 million visitors in 2027
The campaign forms part of a wider plan to increase international arrivals and generate more opportunities for tourism businesses across the archipelago. The Maldives is targeting 2.5 million international visitors and 14.5 million tourist bed nights during 2027.
Reaching that figure will depend on demand from overseas markets, available air connections and cooperation between the destination, airlines, tour operators and travel agencies. The campaign is intended to support that effort through international marketing and new partnerships.
The launch took place during WTM London 2026, which is being held at ExCeL London from 3 to 5 November. A dedicated event, titled “Celebrate the Sunny Side – An Invitation to the World”, brought together tourism officials, media and representatives from the international travel industry.
Campaign promotes more than luxury beach holidays
The Maldives is widely associated with private-island resorts, white-sand beaches and overwater accommodation. Its new tourism campaign will retain that luxury focus but present the country as a broader destination for different types of travellers.
Under the national theme “Islands Are Us”, the campaign will promote eight tourism segments:
- Luxury travel
- Family holidays
- Romantic breaks
- Adventure tourism
- Wellness escapes
- Cultural experiences
- Sustainable tourism
- Meetings and events
Visitors will be encouraged to explore marine life, island communities, traditional customs and local celebrations alongside resort-based activities. That approach is designed to appeal to families, couples, adventure travellers and people seeking a more immersive holiday.
Local islands and businesses are central to the plan
A key part of Visit Maldives Year 2027 is the intention to spread tourism activity beyond large resort properties. The campaign will highlight local guesthouses, community enterprises, cultural experiences and businesses providing excursions and other visitor services.
Tourists may therefore see more promotion of traditional island life, local festivals, Maldivian heritage and community-based activities as the campaign develops. The government’s stated aim is to create additional economic opportunities while helping visitors understand the country beyond its resort beaches.
Europe remains an important source market
Figures for January to October 2026 recorded 1,762,751 international tourist arrivals in the Maldives. China was the largest individual source market, with 331,817 visitors, followed by Russia with 256,822 and the United Kingdom with 135,897.
Europe represented 56.9% of total arrivals during the period, underlining the importance of the region to the Maldives’ tourism strategy. The London launch gives officials an opportunity to strengthen relationships with European travel companies while continuing to develop demand in Asian markets.
For travellers from Ireland, the campaign does not currently announce a specific new route, fare promotion or package holiday. Anyone considering a trip should continue to check airline schedules, connection options and package-provider terms separately, as these details were not confirmed at the campaign launch.
Large delegation attends WTM London
The Maldives brought 161 tourism representatives to the London event. The delegation includes 136 participants from 62 tourism companies, who are meeting airlines, tour operators, travel agents and other industry partners.
The discussions are intended to promote Maldivian accommodation and experiences, develop commercial partnerships and improve the destination’s international visibility. Any future route announcements or holiday offers will need to be confirmed by the relevant airlines and travel companies.
Destination Guide 2027 launched
The Visit Maldives Destination Guide 2027 was also introduced at WTM London. It brings together information about accommodation, attractions and activities, giving travellers and industry partners a broader view of the country’s tourism offer.
The guide supports the campaign’s emphasis on encouraging visitors to discover multiple islands and combine resort stays with cultural, marine or wellness experiences.
Roadshows and cultural showcases planned
Further promotion is expected through international roadshows, cultural showcases and targeted marketing activity during 2027. Planned themes include local festivals, resort events, wellness programmes, adventure experiences and marine tourism.
The campaign announcement did not provide confirmed dates for individual events, discounted flight tickets or special package prices. Travellers should rely on official Maldives tourism updates, airline announcements and established travel providers before making plans based on future promotions.
What does the campaign mean for travellers?
Visit Maldives Year 2027 is primarily a destination-marketing initiative rather than a change to entry rules or transport arrangements. It does not, based on the announcement, introduce new visa requirements, airport procedures or confirmed flight services.
Travellers planning a Maldives holiday should:
- Check current flight schedules and connection times before booking.
- Compare resort stays with guesthouse and local-island options.
- Confirm what transfers, excursions and meals are included in a package.
- Review passport and entry requirements through official sources before departure.
- Look for confirmed promotions rather than relying on general campaign messaging.
The campaign may eventually lead to additional partnerships, experiences and travel offers, but those details have not yet been announced.
What happens next?
The Maldives will use international marketing, trade meetings and cultural promotion to build momentum ahead of 2027. Its central challenge will be converting strong interest into sustainable visitor growth while ensuring that more communities and smaller businesses benefit from tourism.
For holidaymakers, the campaign presents a wider picture of the destination: luxury resorts remain important, but island culture, local communities, marine adventures and wellness are also being placed at the centre of the country’s tourism offer.
The main takeaway from this Maldives tourism campaign is that 2027 will bring an expanded destination focus rather than a confirmed change to flights or holiday prices. Travellers should monitor official Visit Maldives information and airline announcements for specific offers, events and connectivity updates.