The Visit Maldives Corporation has launched an ambitious international marketing drive at ITB Berlin, positioning the Maldives for what officials are calling “Visit Maldives Year 2027.”
The three-day trade fair, held from 3 to 5 March at Messe Berlin, is widely regarded as one of the world’s most influential tourism exhibitions, attracting industry leaders, tour operators, airlines and global media.
This year, 67 co-exhibitors are participating under the Maldives banner — a strong turnout that officials say reflects coordinated industry support and a unified national strategy.
The Maldives pavilion, branded under the long-standing slogan “Maldives… The Sunny Side of Life,” showcases a diverse portfolio of offerings. From ultra-luxury resorts and boutique guesthouses to liveaboard diving adventures, wellness retreats and family-friendly escapes, the display aims to highlight the breadth of experiences available across the archipelago.
Sustainability-focused tourism and experiential travel segments are also being emphasised, aligning with evolving global travel trends.
Among the highlights of the programme is the return of “Maldivian Night,” a signature networking event designed to connect European tour operators, airline representatives, travel executives and international journalists with Maldivian industry stakeholders.
Organisers say the evening will feature traditional Maldivian cuisine alongside business discussions, blending cultural promotion with strategic engagement.
The event is being co-hosted with the Bank of Maldives, which is introducing its digital payment platform, BML Swipe, aimed at enhancing convenience for international visitors.
An international press conference scheduled during the exhibition is expected to outline the Maldives’ long-term tourism roadmap, with a major announcement anticipated regarding the strategic direction toward 2027 and beyond.
Ibrahim Shiuree, Chief Executive and Managing Director of Visit Maldives Corporation, stated that the focus moving forward is on increasing value per visitor, diversifying travel experiences and strengthening the resilience of the tourism sector.
Europe continues to play a central role in the Maldives’ tourism strategy. Germany remains one of the country’s leading source markets, while Switzerland and Austria also show strong performance.
Marketing efforts are particularly targeting niche segments such as diving tourism, wellness travel, family holidays and sustainability-driven experiences.
Through its expanded footprint at ITB Berlin 2026, Visit Maldives aims to deepen trade partnerships, amplify global visibility and reinforce the nation’s standing as a premium, safe and environmentally conscious destination in the Indian Ocean.
