Visitor survey shows Gen Z driving change in Maldives tourism
The Maldives is attracting a growing number of Generation Z travellers, whose travel habits are reshaping the country’s tourism market, according to the Maldives Visitor Survey 2025 published by the Ministry of Tourism.
The survey found that 73 per cent of visitors were travelling to the Maldives for the first time, while 25 per cent had previously visited the country. When asked to describe their holiday in a single word, the response most frequently given was “Beautiful”.
Gen Z emerging as a growing market
Millennials accounted for the largest share of respondents at 47 per cent, while Generation Z travellers aged 28 and below represented 20 per cent.
The survey found that younger visitors were more likely to make travel decisions shortly before departure. Around 31 per cent of visitors under the age of 20 and 28 per cent of those aged 21 to 28 booked their trips less than a month before travelling.
Social media also played a larger role in travel planning among younger visitors. It was the main source of information for 46 per cent of travellers aged 21 to 28 and 36 per cent of those under 20, compared with seven per cent of Baby Boomers aged 61 to 79.
The survey also found that guesthouses on inhabited islands were more popular among younger travellers. Guesthouses were the sole accommodation choice for 36 per cent of visitors under 20 and 27 per cent of those aged 21 to 28.
Among travellers under 20, 17 per cent said they visited the Maldives primarily for luxury experiences, the highest proportion recorded among the age groups surveyed.
Visitor satisfaction remains high
The survey found high levels of visitor satisfaction.
Some 57 per cent of respondents rated their holiday 10 out of 10, while 42 per cent said their experience exceeded their expectations.
When asked whether they would recommend the Maldives as a holiday destination, 70 per cent gave the maximum score of 10 out of 10.
In addition, 60 per cent said they were certain they would return to the Maldives in the future.
Travel and spending patterns
The survey also highlighted changes in how visitors book their holidays.
Around 51 per cent booked flights and accommodation separately, while 45 per cent purchased package holidays.
Snorkelling was the most popular activity, chosen by 67 per cent of respondents, followed by relaxation at 63 per cent. Wildlife experiences, including viewing manta rays, sharks and dolphins, were undertaken by 54 per cent of visitors.
Most respondents considered accommodation (58 per cent) and food and beverage services (57 per cent) to offer good value for money.
However, 42 per cent believed souvenirs were expensive, while 40 per cent expressed the same view about spa services.
The findings indicate that younger travellers are becoming a larger segment of the Maldives tourism market, with social media, guesthouse accommodation and independent travel planning playing an increasing role in visitor behaviour. Despite the growth in repeat visitors, nearly three-quarters of tourists surveyed were visiting the Maldives for the first time.
