Visit Maldives Corporation (VMC) has launched a new promotional campaign targeting the Indian market, titled “From Tiraṅgā to Turquoise.” The initiative reflects the symbolic transition from the colors of India’s national flag to the turquoise lagoons and sandy beaches of the Maldives, underscoring the nation’s intention to deepen its ties with one of its largest tourism source markets.
India has become increasingly significant to Maldivian tourism, with visitor arrivals rising sharply compared to pre-2019 levels. Between 2017 and 2018, arrivals grew by more than 130 percent, and in 2023 the country recorded its highest figures yet, welcoming 209,193 Indian visitors. By mid-August this year, more than half of that figure had already been achieved, and the Maldives has now set a goal of attracting 200,000 Indian travelers in 2025. This target is being supported through expanded air connectivity, closer industry partnerships, and the series of activities under the new campaign.
The promotional program will include collaborations with both micro and macro influencers, press trips showcasing Maldivian hospitality, high-profile advertorials in Indian newspapers, and a series of tri-city roadshows engaging airlines, travel trade, and media partners. Earlier this year, Visit Maldives hosted “Maldivian Night” at the Four Seasons Hotel Mumbai, which brought together over 100 prominent guests including celebrities and more than 20 influencers, collectively reaching an online audience of over 200 million people.
Bollywood director and choreographer Farah Khan further amplified visibility for the destination when she visited during Eid Al-Adha in June, highlighting local island life, culinary traditions, and authentic Maldivian culture to her 13 million followers. Her collaboration was designed to expand the Maldives’ appeal beyond its reputation for luxury resorts and to emphasize its value for families and leisure travelers.
Speaking at the campaign launch, VMC CEO and Managing Director Ibrahim Shiuree said the initiative builds on decades of partnership and cultural connections between the two countries. He stressed that the Maldives aims to once again position India among its top four source markets, appealing to honeymooners, families, business groups, and potentially film tourism in the future.
New aviation developments are also expected to boost arrivals. The recently inaugurated international terminal at Velana International Airport has expanded capacity to serve up to seven million passengers annually, while the upcoming opening of Hanimadhoo International Airport will provide direct access from India to the Maldives’ northern atolls.
By combining infrastructure improvements with cultural collaborations and targeted campaigns, the Maldives is working to secure sustained growth from India and reinforce its place as a premier destination for the country’s travelers.