Long regarded as the ultimate luxury escape, the Maldives is now charting a bold new course in global tourism. Moving beyond its iconic image of sun-drenched sands and turquoise lagoons, the country is expanding its narrative to appeal to a broader and more diverse demographic of travellers.
“The Maldives truly provides something for everyone,” says Ibrahim Shiuree, CEO and Managing Director, Maldives Marketing & Public Relations Corporation (MMPRC). “We’re shifting the focus to showcase cultural experiences, adventure offerings, wellness retreats and sustainability initiatives – all of which reflect the depth and richness of the destination beyond the traditional.”
While the country continues to value traditional trade shows, greater emphasis is being placed on conversion-driven marketing, including video-led digital campaigns and collaborations with international airlines, tour operators, and retail brands. “Our content strategy is more focused than ever, particularly on high-quality video that can emotionally connect with audiences and inspire travel,” Shiuree explains in an interview with Jayne Houghton.
A significant area of growth for the Maldives is infrastructure, designed to spread tourism more evenly across the atolls and improve accessibility. “The government is prioritising the development of new domestic airports and the expansion of existing ones to reduce travel time and bring economic benefits to more islands,” he says.
This includes a major development at Velana International Airport, which will eventually be capable of handling up to 12 million passengers annually by 2050. The expansion includes a new passenger terminal, low-cost carrier and domestic terminals, enhanced cargo and fuel facilities, and a new jet terminal.
While such expansion might appear at odds with environmental ideals, Shiuree is quick to stress the Maldives’ deep commitment to sustainability. “Sustainability is at the heart of our decisions and actions,” he says. “We promote sustainable tourism practices at every opportunity – from encouraging renewable energy and waste management in resorts, to marine conservation programmes that guests can even participate in.”
Recent legislation, such as Regulation No. 2024/R-96, focuses on the protection and ethical interaction with whale sharks. The MMPRC is also a keen collaborator with international organisations such as the Maldives Whale Shark Research Programme, the Manta Trust, and the Olive Ridley Project, promoting marine conservation and cultural exchange.
Luxury remains a cornerstone of Maldivian tourism, particularly for the Middle East market, which is one of the destination’s strongest and most loyal regions. In 2024, the Maldives welcomed 79,705 visitors from the Middle East, with 10,845 arriving as of February 2025.
“The Gulf region is incredibly important to us. The Maldives’ ‘one island, one resort’ concept ensures privacy, exclusivity, and world-class service,” says Shiuree. “Our resorts offer curated experiences for the affluent traveller – think private dining by world-class chefs, bespoke wellness journeys, and excursions to secluded sandbanks.”
To deepen engagement in the region, MMPRC recently hosted Emirati digital storyteller Khalid Al Ameri on a familiarisation trip and is preparing to launch a joint campaign with DNATA. Further initiatives include the Visit Maldives Week roadshow, joint promotions with key airlines, television and outdoor advertising, and a series of webinars.
The nation is also focusing on community-based tourism, enabling local island communities to participate in and benefit from the industry. “Community involvement is vital,” says Shiuree. “It empowers locals to protect their cultural heritage and natural environment, while offering visitors a more authentic experience.”
The strategy is clearly bearing fruit. In 2024, the Maldives welcomed over two million tourists – a new national record. February saw the highest ever monthly arrivals, driven by a packed marketing calendar including 23 fairs and roadshows, 15 social media campaigns, and 23 virtual events such as the popular ‘Discover Maldives’ Webinar Series.
“We’re proud to have been named the World’s Leading Destination for the fifth consecutive year and, for the first time, the World’s Leading Green Destination at the World Travel Awards,” Shiuree says.
Looking ahead, MMPRC’s strategic vision is ambitious but focused. “Our goal is to maintain consistent quarterly activity across our top 25 markets, backed by robust public relations and major campaigns,” he explains. “Partnerships remain key – our success will come from collective strength.”
The Maldives may still be a paradise for honeymooners, but it is rapidly becoming much more – a destination that embraces sustainability, community, and innovation, without losing the magic that made it famous in the first place.
