The Visit Maldives Corporation (VMC) has launched a major international advertising campaign aimed at boosting tourist arrivals during the upcoming shoulder season.
The initiative, titled “SeaSational Summer”, will run across digital platforms including Google, DV360, YouTube, and Meta, as the Maldives seeks to attract travellers between April and July.
VMC says the campaign is designed to capitalise on high-intent travel searches and last-minute booking trends, with a particular focus on short- to medium-haul markets that have strong air connectivity to the island nation.
The strategy prioritises India, China and Russia, alongside wider regional outreach to countries in the CIS and ASEAN groups. According to VMC, this focus reflects a “mindful approach” to current geopolitical conditions, including tensions in the Middle East, by targeting markets with stable travel demand and economic resilience.
The campaign aims to achieve a reach of 100 million through a two-stage social media strategy. The first phase, described as the “upper funnel”, focuses on building awareness using targeted advertising based on user interests, behaviour and demographics. This is followed by a “mid funnel” phase, which seeks to drive engagement and website traffic among users who have already interacted with Maldives-related content.
Key performance indicators will include social media reach, video views and engagement rates, with an emphasis on influencing booking decisions.
VMC’s Chief Executive, Ibrahim Shiuree, said the campaign marked a shift towards more targeted digital marketing. “This campaign allows us to move beyond traditional awareness and drive actual conversion using precision advertising,” he said. “We are utilising advanced targeting to reach travellers in our most resilient and high-growth markets exactly when they are looking for a last-minute summer escape”
The campaign combines search data, programmatic advertising and social media tools to target potential visitors at both the inspiration and booking stages of their travel planning.