A Memorandum of Understanding (MoU) has been signed between Visit Maldives Corporation (VMC) and National Hotels and Guesthouse Association of Maldives (NHGAM) to lead and organise a series of international roadshows under the “I AM Maldives” campaign.
According to VMC, the corporation will provide official endorsement and promotional support under the MoU. The initiative targets key source markets in Russia, the Commonwealth of Independent States (CIS), and Central and Eastern Europe (CEE), with the aim to strengthen the Maldives’ global presence and deepen engagement across both emerging and established European markets.
The roadshows will be conducted in two phases. The “I AM Maldives – Russia and CIS” roadshow will take place from 14 to 18 September across Almaty, Moscow, and St. Petersburg, featuring destination workshops and direct engagement with travel trade partners.
The second phase, “I AM Maldives – Central and Eastern Europe (CEE),” will be held from 9 to 13 November across Bulgaria, Hungary, and Slovenia, designed to broaden outreach and position the Maldives as a diverse, year-round destination.
Led by NHGAM, the roadshows will be executed through its strong on-ground capabilities and established trade networks, ensuring effective delivery across all destinations, while VMC will contribute through endorsement, destination branding, and promotional content support. The collaborative structure strengthens coordination between industry stakeholders and national tourism promotion efforts, enhancing overall market impact.
VMC said the roadshows will showcase a wide range of Maldivian tourism experiences, including luxury resorts, guesthouses, diving, and family travel, while also highlighting sustainability and nature-based offerings in line with evolving global travel trends.
The roadshows will further strengthen B2B relationships with tour operators, travel agents, and media across the Russia, CIS, and CEE regions, reinforcing the Maldives’ position as a preferred and competitive holiday destination.
Under the agreement, NHGAM will oversee full execution and operations, including logistics, coordination, and financial administration, while VMC will provide official endorsement, promotional amplification, and destination storytelling support.
The corporation said “I AM Maldives” roadshows are driven by NHGAM’s objective to expand market access and strengthen trade partnerships in high-potential regions, with VMC’s support enhancing international visibility and reinforcing sustainable growth for the Maldivian tourism industry.