The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has announced a strategic joint marketing campaign with Ignite Travel Group (ITG), a leading Australian travel distribution and destination marketing company. The campaign, which will run from July 17 to August 31, 2025, is aimed at promoting the Maldives as a top-tier travel destination for the Australian market.
This collaboration aligns with Visit Maldives' broader objectives to enhance destination visibility and boost tourism arrivals from Australia. By leveraging Ignite Travel Group’s multi-channel marketing expertise and established distribution networks, the campaign positions the Maldives as both an aspirational and accessible destination. The initiative will be supported through partnerships with major Australian travel platforms, including Flight Centre and My Holiday, with particular emphasis on ITG’s flagship brand, My Maldives, which curates exclusive experiences tailored for high-value Australian travellers, especially couples and honeymooners.
A key feature of the campaign is its focus on audience engagement via a combination of traditional media outreach and targeted digital display advertising on prominent Australian platforms. This approach is intended to increase awareness and drive conversions among potential travellers during a period typically considered low season for the Maldives.
Beyond brand promotion, the campaign targets specific traveler segments such as professional couples and families, highlighting the appeal of value-driven luxury. It also seeks to extend the average length of stay and increase visitor expenditure from the Australian market.
Australia continues to be an important source market for Maldivian tourism. As of June 29, 2025, a total of 20,613 Australian visitors have travelled to the Maldives this year. MMPRC has consistently invested in promotional activities to strengthen the Maldives’ brand presence in Australia, including joint initiatives with airline partners like Singapore Airlines and other Australian stakeholders.
Visit Maldives will continue to maintain a strong marketing presence in the region, building on existing partnerships and campaigns to further solidify the Maldives’ standing as a preferred travel destination for Australian tourists.