Visit Maldives Corporation (VMC) has rolled out its first Super Yacht Promotion Campaign, running from September to December 2025. The initiative is designed to position the Maldives as a premier destination for luxury yacht tourism, targeting high-net-worth individuals travelling on private and chartered super yachts.
The campaign highlights the Maldives' pristine waters, exceptional marine biodiversity, and bespoke experiences tailored for yacht owners, captains, charterers, and brokers. By aligning the Maldives with both Monaco's prestige and Asia's growing yachting routes, the initiative aims to strengthen the nation's standing as an exclusive stop on the Spice Route for luxury maritime travel.
As part of the campaign, the Maldives was represented at the Monaco Yacht Show, one of the world's most prestigious superyacht events. Activities include strategic meetings with global yachting professionals, direct marketing to over 6,000 industry contacts, targeted coverage in leading luxury and yachting media, and influencer outreach. The campaign will also feature a dedicated Maldives showcase on the Spice Route website, the release of a dedicated campaign brochure, and a series of digital and social media activations.
The campaign positions the Maldives as a leading destination for high-net-worth travellers through a combination of global event presence, engagement with key decision-makers, and performance tracking to measure impact. By leveraging strategic participation at prestigious events, targeted interactions with industry leaders, and ongoing monitoring of engagement, the initiative ensures that the Maldives' luxury tourism appeal is effectively communicated and its objectives are achieved.
The Chief Executive Officer and Managing Director of VMC, Ibrahim Shiuree said the corporation is positioning the Maldives as the Indian Ocean's leading luxury superyacht destination through the campaign. By strengthening the Maldives’ presence at global yachting events and engaging directly with key decision-makers, the corporation aims to capture a currently underserved market and reinforce the Maldives as the ultimate stop for high-net-worth travellers, he said.
This campaign comes as the Maldives continues to welcome strong visitor arrivals, with 1,594,616 arrivals recorded as of 22 September 2025. Expanding into the luxury superyacht segment represents a strategic step in diversifying the Maldives' tourism offerings while driving awareness among new, high-value audiences.