Visit Maldives launches ‘SeaSational Summer’ campaign to promote summer travel
Visit Maldives has officially launched SeaSational Summer, a nationwide, digital-led summer campaign aimed at positioning the Maldives as a compelling destination during the summer months. The initiative is supported by a programme of visible events, experiences and activities taking place across the country.
The campaign was introduced at the Visit Maldives Quarterly Insights – Maldives Tourism Intelligence Briefing held on 2 February 2026, where industry stakeholders and marketing professionals were briefed on the research-led approach behind the initiative. Visit Maldives outlined how the campaign was developed using global travel research, market analysis and insights into digital traveller behaviour.
SeaSational Summer is intended to align industry efforts under a single, recognisable seasonal platform, responding to the growing demand from travellers for clear evidence that destinations are active, organised and relevant at the time of travel. Rather than focusing on isolated promotions or short-term offers, the campaign presents summer in the Maldives as a coordinated national season, supported by destination-wide participation and a consistent calendar of events and experiences.
The campaign framework draws on findings from international studies on digital travel behaviour, which indicate that contemporary leisure travellers depend on repeated digital exposure, visible on-the-ground activity and trusted official sources when deciding when and where to travel. Research highlighted by Visit Maldives shows that while social media and video platforms often generate initial interest, official destination channels play a key role in validating seasonality, feasibility and confidence, particularly for long-haul and shoulder-season travel.
In response, SeaSational Summer is structured to build sustained digital momentum from February through August. The strategy combines high-reach digital storytelling, authoritative destination messaging and the Visit Maldives Events Calendar, which has now been incorporated under the SeaSational Summer branding. The calendar is positioned as a credibility layer, signalling that summer travel to the Maldives is supported by a continuous schedule of events and activities across the destination.
As part of the campaign rollout, Visit Maldives’ global branding initiatives will incorporate SeaSational Summer creative assets. This includes LED perimeter branding at Anfield Stadium, where Visit Maldives’ partnership with Liverpool FC will feature SeaSational Summer branding during the Premier League match against Manchester City.
Visit Maldives has emphasised that SeaSational Summer is designed as an industry-wide platform and is encouraging active collaboration from tourism partners. Stakeholders are invited to submit events and experiences to the Visit Maldives Events Calendar and to participate in content collaborations that support collective destination storytelling. Visual content, including images and videos, is expected to play a central role in amplifying the campaign across Visit Maldives’ digital channels.
By grounding summer travel promotion in research-led strategy and coordinated industry participation, SeaSational Summer aims to strengthen confidence in summer and late-summer travel to the Maldives, while reinforcing the destination’s position as active, relevant and attractive throughout the year.
