Visit Maldives and NHGAM Partner to Launch European Roadshows for Tourism Growth

Visit Maldives Corporation (VMC) and the National Hotels and Guesthouse Association of Maldives (NHGAM) have signed a Memorandum of Understanding (MoU) to execute a series of international roadshows under the “I AM Maldives” campaign. The partnership aims to strengthen the Maldives' presence in emerging and established European markets, specifically targeting Russia, the Commonwealth of Independent States (CIS), and Central and Eastern Europe (CEE). The promotional initiative will be rolled out in two distinct phases. The first leg, “I AM Maldives – Russia and CIS,” is scheduled for September 14 to 18, with events held in Almaty, Moscow, and St. Petersburg. These sessions will focus on destination workshops and direct engagement with travel trade partners. The second phase, “I AM Maldives – Central and Eastern Europe (CEE),” will take place from November 9 to 13. This leg will cover Bulgaria, Hungary, and Slovenia, aiming to position the Maldives as a diverse, year-round destination for travelers in these regions. Under the agreement, NHGAM will lead the operational execution, including logistics, coordination, and financial administration, leveraging its on-ground capabilities and established trade networks. VMC will provide the official endorsement, destination branding, and promotional content necessary to amplify the campaign's visibility. These roadshows are designed to showcase a comprehensive range of tourism experiences, moving beyond traditional luxury resorts to include guesthouses, diving, and family-oriented travel. VMC emphasized that the campaign will also highlight sustainability and nature-based offerings to align with evolving global travel trends. By strengthening business-to-business (B2B) relationships with tour operators, travel agents, and media outlets, the partnership seeks to reinforce the Maldives' competitiveness as a preferred holiday destination. The collaboration represents a strategic alignment between private industry stakeholders and national tourism promotion efforts to ensure sustainable growth in high-potential international markets.