Maldives opens 2027 tourism year campaign at World Travel Market
Visit Maldives Year 2027 is under way: the campaign, branded "Celebrate the Sunny Side", was launched at World Travel Market in London, Visit Maldives Corporation announced on 3 November 2026.
The Maldives has begun a year-long effort to draw more visitors in 2027, using World Travel Market (WTM) London 2026 to launch Visit Maldives Year 2027 under the theme "Celebrate the Sunny Side". Visit Maldives Corporation (VMC) announced the launch on 3 November 2026, describing it as the start of an invitation to travellers that will last throughout 2027.
The launch event, a press briefing entitled "Celebrate the Sunny Side – An Invitation to the World", was led by Abdulla Yasir, VMC's CEO and Managing Director. Mohamed Ameen, Minister of Tourism and Civil Aviation, was among those present, alongside international media, industry leaders and senior government officials.
For Ameen, the year is a collective national undertaking, one that would bring Maldivians and the whole tourism sector together to show the country at its best.
A leadership panel after the briefing brought together Ameen; Hussain Afeef, who chairs the Maldives Association of Tourism Industry (MATI); Abdulla Giyas Riyaz, chairperson of the VMC board; and Villa Resorts' CEO, Ibrahim Siyad Qasim.
What the year will include
The designation was made by President Dr Mohamed Muizzu, whose 2026 Presidential Address, given as the People's Majlis opened, announced it. VMC says the programme draws together tourism businesses, island communities and overseas partners. Planned activity spans:
- festivals on local islands
- celebrations hosted by resorts
- culinary events and cultural experiences
- marine, adventure and wellness activities
Arrivals to date
VMC set the launch against arrival figures from the Ministry of Tourism and Civil Aviation:
- January to October 2026: 1,762,751 tourists
- share of arrivals from Europe: 56.9%
- largest markets: China (331,817), Russia (256,822) and the United Kingdom (135,897)
The delegation in London
WTM London is being held at ExCeL London from 3 to 5 November. The Maldives has sent 161 representatives, of whom 136 are participants from 62 tourism companies, and the Visit Maldives Destination Guide's 2027 edition was released at the fair.
Over the three days, VMC intends to hold meetings with airlines, tour operators, media and online travel platforms, seeking joint marketing arrangements and partnerships that could raise arrivals in 2027.
