Visit Maldives has announced a comprehensive Summer Campaign, activating a multi-market strategy to drive tourist arrivals from Europe and key international markets. The campaign aims to boost visibility of the Maldives as a preferred summer and winter destination while supporting early pick-up for the upcoming winter season.
This year’s Summer Sale Campaign features a broad range of coordinated efforts across digital, out-of-home, and influencer platforms. Billboards in the London Underground and on city buses are displaying vibrant creatives inviting travelers to discover the Maldives this summer. Complementing this visual presence is a robust social media mini-campaign focused on direct consumer engagement.
Strategic European Roadshows
The campaign is anchored by two on-ground activations titled Visit Maldives Week, held in top-tier European cities:
- – Italy & France (14–20 May 2025) — Rome, Milan, Lyon, Paris
- – Germany & Switzerland (2–5 June 2025) — Frankfurt, Munich, Zurich
These events are designed to strengthen trade relationships, promote the summer offerings of the Maldives, and stimulate early bookings for the 2025-2026 winter season. Travel trade partners, media, and influencers in each market are engaged through immersive destination experiences and business networking sessions.
Global Visibility through Sports and Digital Integration
To further expand its international reach, Visit Maldives has partnered with Liverpool Football Club, running digital ads on LiverpoolFC.com and delivering a dedicated emailer to the MyLFC global fanbase. This strategic placement allows Maldives branding to reach millions of engaged fans worldwide, aligning with the country’s premium positioning and lifestyle appeal.
Additionally, the campaign is supported by a series of curated influencer activations targeting key source markets, driving aspirational travel content across platforms such as Instagram, YouTube, and TikTok.
Strengthening Market Momentum
“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,” said Ibrahim Shiuree, CEO of Visit Maldives. “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 serves to address seasonal gaps, as no major summer-focused initiatives were implemented across Europe in the previous year. This enhanced visibility during off-peak months is expected to support year-round arrival growth and solidify Maldives’ position as a leading global holiday destination.
