Visit Maldives unveils dynamic summer campaign to drive European and global tourism

Visit Maldives has unveiled a comprehensive Summer Campaign, implementing a multi-market strategy aimed at increasing tourist arrivals from Europe and other key international markets. The campaign’s primary goal is to enhance visibility of the Maldives as a preferred summer and winter destination, while encouraging early bookings for the upcoming winter season.

This year’s Summer Sale Campaign encompasses a diverse range of coordinated efforts across digital platforms, out-of-home advertising, and influencer marketing. Billboards in the London Underground and on city buses are showcasing vibrant visuals that invite travellers to explore the Maldives this summer. Complementing this presence, a dynamic social media mini-campaign is engaging directly with consumers.

Central to the campaign are two on-ground activations, branded as Visit Maldives Week, hosted in majour European cities:

• Italy and France (14–20 May 2025) — Rome, Milan, Lyon, Paris
• Germany and Switzerland (2–5 June 2025) — Frankfurt, Munich, Zurich

These events are designed to strengthen trade relationships, promote the Maldives’ summer offerings, and drive early bookings for the 2025-2026 winter season. Travel trade partners, media representatives, and influencers in each market are engaged through immersive destination experiences and business networking opportunities.

Expanding its global reach, Visit Maldives has partnered with Liverpool Football Club, placing digital ads on LiverpoolFC.com and distributing a dedicated emailer to the MyLFC global fanbase. This strategic collaboration enables the Maldives brand to reach millions of engaged fans worldwide, reinforcing its premium positioning and lifestyle appeal.

In addition, the campaign features curated influencer activations targeting key source markets. These activations generate aspirational travel content across platforms such as Instagram, YouTube, and TikTok, further enhancing the Maldives’ appeal.

Visit Maldives’ CEO, Ibrahim Shiuree, stated, “This summer campaign is part of a broader effort to intensify our presence in the European market, where we see significant potential for both immediate arrivals and long-term growth. By combining on-the-ground activities with strategic media placement and global partnerships, we aim to build sustained interest in the Maldives as a top-of-mind destination.”

The campaign also addresses seasonal gaps, as no major summer-focused initiatives were launched in Europe the previous year. By boosting visibility during off-peak months, Visit Maldives expects to support year-round growth in tourist arrivals and further solidify the Maldives’ position as a premier global holiday destination.