The Maldives has set an ambitious goal for 2025: $5 billion in tourism earnings. This target builds on the country’s unprecedented success in 2024. During a press conference, officials from the Maldives Marketing and Public Relations Corporation (MMPRC) outlined the strategies that will help reach this milestone. MMPRC Chairperson Abdulla Ghiyas and CEO Ibrahim Shiuree both emphasized how crucial this year’s momentum will be for the next.
A Record-Breaking Year in 2024
The year 2024 marked a historic moment for the Maldivian tourism industry. The country welcomed 2 million visitors, with February seeing record-breaking daily and monthly arrivals. This surge in tourism was no coincidence. In fact, it was driven by a series of carefully planned marketing efforts. The MMPRC organized over 20 trade fairs, 15 impactful social media campaigns, and 23 virtual events. A standout was the ‘Discover Maldives’ webinar series, which helped showcase the destination to new international audiences.
Furthermore, the Maldives took part in ITB Berlin and ATM Dubai, its largest ever participation in these global fairs. In addition, the Maldives sponsored ITB China in Shanghai for the very first time. This boosted the country’s exposure in key markets. Moreover, one of the most anticipated initiatives, “The World’s Biggest Giveaway 2025,” was launched at WTM London. It’s expected to generate excitement when it kicks off next year.
Besides effective marketing, improved accessibility also contributed to the Maldives’ strong performance. New airline routes and more frequent flights made it easier for travelers to reach the islands. As a result, tourism soared.
Industry Collaboration and Financial Growth
In 2024, MMPRC hosted several key events to support industry growth. The first-ever Data Forum, the largest in Southeast Asia, was a highlight. Another significant event was the 2024 Tourism Symposium, which encouraged industry-wide development. On top of that, MMPRC signed strategic agreements with various partners, including travel platforms, airlines, and healthcare providers. This further improved the tourism experience.
Financially, the results were impressive. According to the Maldives Monetary Authority, tourism earnings increased by 15% compared to 2023. Similarly, tourism-related tax revenues grew by 8%, reported by the Maldives Inland Revenue Authority. In recognition of its efforts, the Maldives received global accolades, such as being named the World’s Leading Green Destination for the first time. Furthermore, the Maldives was also awarded the title of World’s Leading Destination for the fifth consecutive year at the World Travel Awards. It’s worth noting that 2024 marks 11 years since the country hit the milestone of 1 million annual tourist arrivals.
A Shift in Strategy for 2025
Looking forward to 2025, the Maldives plans to change its approach. MMPRC will shift its focus away from traditional trade shows and instead prioritize digital marketing. Specifically, they plan to increase the use of video content and target advertising efforts more effectively. The goal is to drive higher engagement and conversions.
Several initiatives will support this shift. One of these is the new Visit Maldives Shop, where branded merchandise will be sold. Another is the Visit Maldives Calendar, which will act as a one-stop hub for events happening across the country. Additionally, the Visit Maldives Academy will offer training programs that certify destination specialists, enhancing industry knowledge. Also, the Visit Maldives Data Dashboard will provide key analytics, serving as a valuable resource for industry stakeholders.
Expanding Global Reach
To expand its presence worldwide, MMPRC will introduce “Visit Maldives Week” in several key markets. These include Germany, India, Dubai, and Russia. This event will feature media gatherings, networking opportunities, and unique outdoor marketing efforts such as food trucks. While the Maldives’ main annual event will shift from ITB Berlin to ATM Dubai, activities in Berlin will continue as well.
Building on past digital successes, such as the “Winter is Blue” campaign that reached 22 million people in just one month, MMPRC plans to deepen its partnerships with platforms like Meta. In addition, they will roll out campaigns tailored to niche audiences. These segments include business travelers (MICE), solo adventurers, and groups of friends.
Moreover, as part of its 2025 strategy, MMPRC will collaborate with international branding specialists. This partnership will help refine the Maldives’ image and expand into new areas like film tourism and influencer-driven campaigns. One exciting event to watch is the upcoming “Burunu Boma” sustainable fishing competition. This global event, the largest of its kind, will take place in April and May of 2025 and is expected to attract international attention.
Looking Ahead to 2025
In 2025, the Maldives plans to maintain steady tourism activity across its top 25 markets. Consistent efforts, such as summer campaigns and strategic public relations, will be key. At the same time, MMPRC is committed to building stronger partnerships within the industry. By doing so, they aim to ensure collective success across all initiatives. With these strategies in place, the Maldives is well-positioned to achieve its goal of $5 billion in tourism revenue and continue its reign as a top global travel destination.
