Visit Maldives Year 2027 Launches with 'Islands Are Us' Branding Campaign

The Visit Maldives Corporation (VMC) has called for comprehensive industry-wide collaboration to ensure the success of Visit Maldives Year 2027, a national initiative designed to bolster the country's tourism sector. The campaign, which will be celebrated under the official slogan “Islands Are Us,” aims to be one of the most ambitious promotional efforts in the nation's history. Speaking at the third-quarter Maldives Tourism Intelligence Briefing at Barceló Nasandhura, Managing Director Ibrahim Shiuree emphasized that the rapidly evolving nature of global tourism makes isolated marketing efforts ineffective. He noted that the new slogan was specifically chosen to reflect the authentic Maldivian identity, signaling a shift toward more identity-driven promotion. “Visit Maldives 2027 will become one of the largest initiatives undertaken so far to promote Maldives tourism,” Shiuree stated. “This is not something that VMC alone can carry out. Instead, it will require the support of the Government, tourism service providers, businesses, and all other parties connected to the industry.” The event, officiated by Minister of Tourism and Civil Aviation Mohamed Ameen, served as a strategic platform for over 180 industry representatives. Beyond the campaign launch, the briefing focused on data-driven decision-making, presenting findings from a joint tourist feedback survey conducted by the Ministry and VMC. Stakeholders also addressed critical operational challenges, including disruptions to aviation caused by conflicts in the Middle East and evolving trends in air travel. The session concluded with consultations on the tourism industry action plan for the coming year, ensuring that the roadmap for 2027 is aligned with the needs of service providers and the government. By integrating feedback from diverse stakeholders, the Visit Maldives Corporation intends to move away from top-down marketing, instead utilizing industry statistics and real-world feedback to drive the 2027 initiative. This collaborative approach is seen as vital for maintaining the Maldives' competitive edge as a premier global destination.