The Maldives’ national tourism board, Visit Maldives Corporation (VMC), has launched a strategic marketing initiative aimed at strengthening its position within the Indian outbound travel market. The campaign, titled From 'Tiraṅgā to Turquoise', sets an ambitious target of welcoming 200,000 Indian visitors in 2025, supported by expanded aviation infrastructure and a multi-channel promotional strategy.
Symbolically, the campaign traces a journey from the colours of India’s national flag to the turquoise waters and white sand beaches that define the Maldivian islands. This thematic framing coincides with a period of sustained growth in Indian arrivals, which have increased by more than 130 percent compared to 2017 and 2018 levels. In 2023, Indian visitor numbers reached a record 209,193. By mid-August 2025, over half of the current year’s target had already been achieved.
The campaign’s strategic intent was outlined by Ibrahim Shiuree, Chief Executive Officer and Managing Director of Visit Maldives. “As our closest neighbour, India shares with the Maldives decades of partnership, trust, and cultural similarities,” he said. “This campaign opens new possibilities to once again position India among our top four markets and to strengthen connections between the Maldives’ diverse tourism products and stakeholders in India.” He added that the Maldives aspires to become the preferred destination for a range of Indian traveller segments, including honeymooners, families, corporate groups, and potentially film tourism.
To reach these audiences, the campaign employs a broad spectrum of promotional activities. Collaborations with micro and macro social media influencers are complemented by media familiarisation trips designed to showcase Maldivian hospitality. Coverage in India’s leading newspapers through advertorials and feature stories further amplifies the message. A series of tri-city roadshows is also planned, bringing together airlines, media representatives, and travel trade partners.
Momentum from early efforts has already translated into significant visibility. In February, VMC hosted a 'Maldivian Night' at the Four Seasons Hotel in Mumbai, attended by more than 100 high-profile guests, including celebrities and over 20 influencers. The event positioned the Maldives as both a luxury and family-friendly destination, leveraging a combined social media reach exceeding 200 million.
That positioning was reinforced in June, when Bollywood director and choreographer Farah Khan visited the Maldives during Eid Al-Adha as part of a special collaboration with Visit Maldives. Her project, shared with her 13 million followers, highlighted authentic island life, cultural and culinary experiences, ease of travel, and the warmth of local hospitality, broadening the destination’s appeal beyond luxury resorts to Indian families and leisure travellers.
Underlying these promotional efforts is a significant expansion in aviation infrastructure. The newly inaugurated passenger terminal at Velana International Airport has increased annual capacity to seven million tourists, streamlining passenger flow and enhancing the overall travel experience. Later this year, the opening of Hanimaadhoo International Airport is expected to improve direct connectivity from India, offering more convenient access to the northern atolls.