The Maldives Marketing and Public Relations Corporation (MMPRC) has launched a targeted summer campaign, implementing a multi-market strategy to bolster tourist arrivals from Europe and key international markets. Designed to elevate the Maldives' prominence as both a summer and winter destination, the initiative also seeks to drive early bookings for the forthcoming 2025–2026 winter season.
A dynamic mix of marketing efforts underpins this year's Summer Sale Campaign, according to MMPRC, spanning digital platforms, out-of-home advertising, and influencer-driven promotions. Billboards across London's Underground network and city buses feature striking visuals, enticing travellers to explore the Maldives, MMPRC said. This presence, it elaborated, is reinforced by an interactive social media campaign aimed at fostering direct consumer engagement.
As part of these efforts, MMPRC said that the 'Visit Maldives Week' brings a series of high-profile activations to major European cities. From 14 to 20 May, events in Rome, Milan, Lyon, and Paris have showcased the country's seasonal offerings to travel industry professionals, media representatives, and influencers. The second phase, held from 2 to 5 June, extended the initiative to Frankfurt, Munich, and Zurich. These engagements, according to MMPRC, have been structured to strengthen trade partnerships and generate early interest in winter bookings.
Further amplifying its international reach, Visit Maldives has entered a strategic partnership with Liverpool Football Club, introducing digital advertisements on liverpoolfc.com and dispatching a dedicated email campaign to MyLFC subscribers worldwide. The collaboration, MMPRC said, aligns the Maldives brand with a premium lifestyle audience, ensuring exposure to millions of engaged supporters.
Influencer-driven activations complement these efforts, generating aspirational travel content across Instagram, YouTube, and TikTok. By directly engaging key source markets, MMPRC said that these initiatives reinforce the Maldives' visibility among international travellers.
"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 MMPRC. "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."
With no major summer-focused campaign launched in Europe last year, MMPRC seeks to bridge seasonal gaps by strengthening brand visibility during off-peak months. These efforts, it said, are designed to sustain steady tourist arrivals throughout the year, reinforcing the Maldives' reputation as a premier global holiday destination.