The Visit Maldives Corporation (VMC) has launched a major international digital campaign aimed at increasing tourist arrivals during the upcoming shoulder season.
The campaign, titled “SeaSational Summer”, will run across major online platforms including Google, DV360, YouTube and Meta, targeting travellers planning trips between April and July.
According to VMC, the initiative is designed to capitalise on high-intent travel searches and last-minute booking trends, with a focus on short- to medium-haul markets that have strong air connectivity to the Maldives. Priority markets include India, China and Russia, alongside broader outreach to countries within the CIS and ASEAN regions.
Officials said the strategy reflects a “mindful approach” to current geopolitical challenges, particularly tensions in the Middle East, by focusing on markets with stable demand and economic resilience.
The campaign aims to reach up to 100 million people through a two-stage social media strategy. The first phase focuses on building awareness using targeted advertising based on user interests, behaviour and demographics. This is followed by a second phase aimed at driving engagement and directing users to travel platforms after they have shown interest in Maldives-related content.
Key performance indicators will include social media reach, video views and engagement levels, with a strong emphasis on influencing booking decisions.
Ibrahim Shiuree, Chief Executive of VMC, said the campaign represents a shift towards more data-driven and targeted digital marketing.
“This campaign allows us to move beyond traditional awareness and drive actual conversions 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 integrates search data, programmatic advertising and social media tools to engage potential visitors at both the inspiration and booking stages of their travel journey, as the Maldives continues efforts to maintain strong tourism performance in a competitive global market.
