The national carrier Maldivian and the Visit Maldives Corporation have launched a joint promotional campaign to capture a larger share of the Australian tourism market, aligning with airline projections that newly established direct flights will draw 11,000 annual visitors from the country. The promotional drive, held from 16 to 17 May at the Luxury Escapes Live 2026 exhibition, sought to solidify the nation's standing as a premium luxury and honeymoon destination.
According to the airline, the upcoming 11-hour Melbourne-Malé flights, debuting on 19 May, will operate weekly, departing the Maldives on Sundays and returning on Tuesdays. Ahmed Rameez, financial controller for Maldivian, said on the PSM News programme 'Raajje Miadhu' that Melbourne was selected following extensive research because Australia remains a top source market.
"Total arrivals reached 40,000 in 2025," Rameez explained. "This represents a 17 per cent increase compared with the previous year. Consequently, we are consistently targeting these expanding markets, actively stepping in to grow the national airline's market share and establishing new pathways to attract tourists to the Maldives."
Demand has proven exceptionally robust, with flights at 50 per cent capacity through November. "The initial three scheduled flights have already reached 100 per cent capacity," Rameez noted, adding that each aircraft will arrive fully booked with 264 passengers, bringing approximately 700 individuals on those flights. He projected that sustaining this momentum would bring 11,000 total arrivals annually, increasing resort occupancy and expanding government tax revenue through additional income.
To capitalise on this growth, the Visit Maldives Corporation signed a memorandum of understanding with Luxury Escapes on 16 May at its Melbourne head office to jointly market the destination and deepen industry ties. Representatives also held direct talks with Adam Schwab, chief executive officer of Luxury Escapes, and managed a 'Discover Maldives' stall at the exhibition to provide prospective travellers with promotional offers and comprehensive accommodation details.