The Maldives has officially launched its Visit Maldives Year 2027 – Celebrate the Sunny Side campaign at the World Travel Market (WTM) in London.

The campaign, targeting international media and tourism industry partners, follows President Dr Mohamed Muizzu’s announcement in his 2026 Presidential Address designating 2027 as Visit Maldives Year.

Tourism Minister Mohamed Ameen and Visit Maldives Corporation (VMC) CEO and Managing Director Abdulla Yaasir launched the campaign at a media briefing titled Celebrate the Sunny Side – An Invitation to the World.

Minister Ameen said the campaign represents a national effort to showcase the Maldives’ unique identity, rich culture, hospitality and diverse experiences, while creating new opportunities for businesses and communities. He added that it aims to strengthen the country’s international tourism profile and make 2027 a memorable and successful year.

Yaasir thanked President Dr Muizzu for his leadership, describing the campaign as an important step towards expanding the Maldives’ presence in global markets and achieving sustainable visitor growth.

A leadership panel at the event discussed the national tourism vision, industry participation, investment opportunities and international partnerships.

The Maldives welcomed 1,762,751 tourists from January to October this year, with 56.9 per cent arriving from Europe. China led individual markets with 331,817 arrivals, followed by Russia with 256,822 and the United Kingdom with 135,897.

The three-day WTM exhibition, which began yesterday at ExCeL London, is attended by a 161-member Maldivian delegation, including 136 representatives from 62 tourism companies.

The 2027 edition of the Visit Maldives Destination Guide is also scheduled to be introduced at the exhibition. The Ministry of Tourism said engagements with international tour operators, airlines, online travel platforms and media organisations will support marketing efforts and partnerships to increase visitor arrivals in 2027.