Visit Maldives has rolled out an ambitious Summer Campaign to attract tourists from Europe and major international markets, aiming to position the destination as a top choice for both summer and winter travel. The initiative focuses on boosting arrivals during the off-peak season while encouraging early bookings for the 2025-2026 winter period.
The campaign employs a multi-channel approach, blending digital, out-of-home, and influencer-driven efforts. Eye-catching billboards in the London Underground and on city buses showcase vibrant imagery to entice travelers to the Maldives. A targeted social media campaign further engages consumers, with curated influencer content on platforms like Instagram, YouTube, and TikTok highlighting the destination’s appeal.
Central to the campaign are two Visit Maldives Week roadshows in key European cities. From 14–20 May 2025, events in Rome, Milan, Lyon, and Paris will connect with travel trade partners, media, and influencers to promote summer offerings and foster business ties. A second activation, scheduled for 2–5 June 2025 in Frankfurt, Munich, and Zurich, will focus on driving early winter bookings and strengthening industry relationships through immersive experiences and networking sessions.
To extend its global reach, Visit Maldives has partnered with Liverpool Football Club, placing digital ads on LiverpoolFC.com and sending a dedicated email to the MyLFC global fanbase. This strategic move taps into millions of fans worldwide, aligning the Maldives’ premium branding with the club’s international appeal.
“This campaign marks a significant push to grow our presence in Europe, a market with immense potential for both immediate and long-term tourism growth,” said Ibrahim Shiuree, CEO of Visit Maldives. “By combining on-the-ground activations, strategic media, and global partnerships, we’re ensuring the Maldives remains a top travel destination year-round.”
Unlike the previous year, which saw no major summer-focused initiatives in Europe, this campaign addresses seasonal gaps, aiming to drive consistent arrivals and cement the Maldives’ status as a leading global holiday destination.