Maldives Launches Strategic Tourism Roadshow in Moscow to Capture CIS Market Growth

The National Hotels and Guesthouse Association of Maldives (NHGAM), in partnership with Visit Maldives and the Maldives Association of Travel Agents and Tour Operators (MATATO), has commenced a strategic tourism roadshow in Moscow. The initiative aims to strengthen the Maldives' presence across the Commonwealth of Independent States (CIS) region, targeting high-potential markets to drive tourist arrivals. Under the 'I AM Maldives' brand, the roadshow brings together 26 Maldivian tourism companies and over 50 representatives from resorts, hotels, guesthouses, and liveaboards. The Moscow event featured business-to-business networking sessions and presentations attended by more than 90 travel trade professionals and industry decision-makers. Following the capital's launch, the delegation will travel to St Petersburg on September 23 and Almaty on September 25. A central pillar of this campaign is the promotion of community-led and local island tourism. Participants were introduced to sustainable travel practices and authentic island experiences, alongside the country's established luxury resort offerings. To coincide with the event, NHGAM President Abdulla Nasheed officially launched the 2026-2027 edition of the 'I AM Maldives' magazine, a publication designed to showcase the diverse tourism products available throughout the archipelago. Russia continues to be a critical source market for the Maldivian economy. In 2025, Russia recorded 278,761 arrivals, representing a 23.8% increase over the previous year. As of September 2, 2026, Russian travelers accounted for 14.6% of total arrivals, cementing Russia's position as the second-largest source market for the Maldives. Kazakhstan also shows promise, ranking 11th among source markets as of June 2026. “Russia and the CIS region are among the most important and high-potential markets for the Maldives,” stated NHGAM President Abdulla Nasheed, noting that the roadshow is a strategic step to introduce the Maldives' unique offerings to a wider audience. The association expects that improving air connectivity across Central Asia will further accelerate this growth. This initiative is part of a broader global expansion strategy. Previous 'I AM Maldives' roadshows have targeted Georgia, Azerbaijan, Romania, Poland, the Czech Republic, Hong Kong, and Malaysia, reflecting a concerted effort to diversify the Maldives' visitor base and strengthen ties with international travel partners.