Visit Maldives Year 2027 officially unveiled at WTM London
The Maldives has officially unveiled Visit Maldives Year 2027 – Celebrate the Sunny Side to international media and travel trade partners at World Travel Market (WTM) London 2026, launching a global promotional initiative aimed at showcasing the destination throughout the coming year.
Visit Maldives Year 2027 was officially designated by President Dr Mohamed Muizzu during his 2026 Presidential Address at the opening of the People’s Majlis. The initiative will bring together tourism establishments, island communities and international partners to promote the Maldives through a year-long programme of activities and experiences.
The programme will include resort celebrations, local island festivals, cultural events, culinary experiences, wellness activities, adventure tourism and marine excursions. It aims to encourage visitors to explore different aspects of the Maldives while providing opportunities for tourism businesses and local communities to participate in a coordinated national campaign.
Minister of Tourism and Civil Aviation Mohamed Ameen said the initiative was intended to bring together the tourism industry and local communities to promote the country’s tourism offerings internationally.
“Visit Maldives Year 2027 is a shared national journey to bring our people and the entire tourism industry together in showcasing the very best of the Maldives to the world. It is a celebration of our unique identity, rich culture, warm hospitality and diverse experiences, while creating new opportunities for our businesses and communities. Together, we aim to inspire the world to discover the Maldives, strengthen our place as a leading global destination, and build a brighter future for our tourism industry. Let us make 2027 a year to remember as we celebrate the sunny side of life with the world,” he said.
The international unveiling took place during a dedicated press conference titled Celebrate the Sunny Side – An Invitation to the World, attended by Minister Ameen, senior government officials, tourism industry representatives and international media.
The campaign was introduced by Abdulla Yasir, Chief Executive Officer and Managing Director of Visit Maldives Corporation (VMC), followed by remarks from Minister Ameen.
The event also featured a leadership panel comprising Hussain Afeef, Chairman of the Maldives Association of Tourism Industry (MATI) and recipient of the Order of the Distinguished Rule of Izzuddin; Minister Ameen; Abdulla Giyas Riyaz, Chairperson of the Board of Directors of VMC; and Ibrahim Siyad Qasim, Chief Executive Officer of Villa Resorts.
The panel discussed the national tourism vision, industry participation, investment opportunities and international partnerships supporting Visit Maldives Year 2027.
The campaign comes as the Maldives continues efforts to strengthen its presence in established tourism markets while exploring opportunities to increase visitor arrivals.
According to statistics published by the Ministry of Tourism and Civil Aviation, the Maldives welcomed 1,762,751 tourists between January and October 2026, with European markets accounting for 56.9% of total arrivals.
China remained the largest individual source market with 331,817 visitors, followed by Russia with 256,822 and the United Kingdom with 135,897.
With the United Kingdom ranking as the Maldives’ third-largest source market, WTM London provides an opportunity to strengthen tourism trade relationships across Europe and other international markets. The exhibition also allows tourism stakeholders to engage with airlines, tour operators and online travel platforms ahead of Visit Maldives Year 2027.
Speaking at the unveiling, Yasir highlighted the importance of international partnerships in promoting the Maldives and supporting tourism growth.
“I extend my sincere appreciation to President Dr. Mohamed Muizzu for his leadership in initiating Visit Maldives Year 2027. This initiative marks a crucial strategic step for the nation, establishing a powerful platform to amplify our global presence, elevate destination visibility, and drive sustainable tourism arrivals. Unveiling this campaign at WTM London sets the stage for an ambitious year ahead, one where strong industry partnerships will be vital to inspiring more travelers to choose the Maldives in 2027,” he said.
The Maldives is participating in WTM London 2026 with a delegation of 161 representatives, including 136 participants from 62 tourism companies.
The three-day exhibition, taking place from 3 to 5 November at ExCeL London, provides a platform for Maldivian tourism businesses to meet international buyers, establish commercial relationships and promote their products and services.
Another highlight of the Maldives’ participation was the launch of the 2027 edition of the Visit Maldives Destination Guide, continuing the annual practice of unveiling the official publication at WTM London.
The guide features information on tourism experiences and travel opportunities across the Maldives, serving as a resource for international travel trade partners and prospective visitors.
Throughout the exhibition, Visit Maldives will engage with international tour operators, airlines, online travel platforms and media organisations to explore joint marketing campaigns, destination promotions and partnerships aimed at increasing tourist arrivals in 2027.
The unveiling marks the beginning of a wider international promotional campaign for Visit Maldives Year 2027, with plans to encourage participation from tourism businesses, local communities and international partners in activities throughout the year.
