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Visit Maldives unveils major campaign with Expedia in four key markets

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Visit Maldives has commenced a major campaign with Expedia Group to promote Maldives as one of the most secluded and serene destinations in the world for tourists.

The purpose of this four-month campaign targeting Russia, Middle East, China and India, among the key source markets of the destination, is to assure potential travellers that the Maldives remains one of the most accessible destinations during this unprecedented situation.

The key messaging of this campaign will highlight the unique geographical formation of the island nation, owing to the natural dispersion of the islands, ensuring a worry free holiday for travellers.

Created in partnership with Expedia Group Media Solutions, the marketing organisation of Expedia Group, this campaign is expected to reach over 23 million people, targeting potential travellers in all the phases of the consumer journey in the focus markets.

Through this campaign, notable achievements to the destination such as winning the World’s Leading Destination, achieving the Safe Travels Stamp by World Travel and Tourism Council, launching of Maldives Border Miles and Allied Inbound will also be highlighted on the destination landing page on the platform.

Experiences which are unique to the destination will also be portrayed to entice travellers.

Expedia Group is one of the world’s leading full-service online travel brands helping travellers easily plan and book travel from the widest selection of vacation packages, flights, hotels, vacation rentals, rental cars, cruises, activities, attractions, and services.

The year 2021 started with focus on new strategies that have been adopted to ensure the goals of achieving pre-pandemic arrival. In this regard, several marketing activities are already in the pipeline such as joint promotions with tour operators and airlines, participation in key travel trade fairs, roadshows and familiarisation trips targeted to media, influencers and celebrities to promote the destination in various markets.

Besides these activities, prominence would be given to digital, social media and virtual activities to maintain the destination presence and promote Maldives as the most preferred destination across the globe.

By the end of 2020, Maldives celebrated the remarkable achievement of receiving 500,000 tourists amid an ongoing pandemic.

Currently, the Russian market is one of the top performing markets according to the latest statistics by the tourism ministry. India and Middle Eastern markets are also showing steady growth in terms of arrivals.

While China has been one of the traditionally strongest markets in terms of arrivals to Maldives prior to the pandemic, several marketing efforts are still underway to maintain the presence in the Chinese market as it opens for outbound travel again.

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Experience timeless Maldivian elegance at Machchafushi Island Resort & Spa

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Machchafushi, meaning ‘Fish Island’ in Dhivehi, encapsulates the essence of this serene retreat in South Ari Atoll. As part of The Centara Collection, Machchafushi Island Resort & Spa embodies the true spirit of the Maldives, offering guests an intimate connection with the ocean, marine life, and the island’s cultural heritage.

Situated within the South Ari Marine Protected Area (SAMPA), a UNESCO-recognised site, Machchafushi provides year-round access to remarkable marine experiences, vibrant coral ecosystems, and unforgettable underwater explorations, including the famous Kudhimaa shipwreck. Once a secluded, uninhabited island, Machchafushi holds a special place in the cultural landscape of the Maldives. Today, as part of this protected marine reserve, it continues to remain authentic, sustainable, and deeply rooted in its natural surroundings.

Marine life is at the heart of the Machchafushi experience. The island offers some of the world’s highest whale shark resighting rates, with encounters available throughout the year. Guests may also encounter graceful manta rays and a colourful abundance of tropical fish drifting through crystalline waters. Encircled by a renowned house reef—stretching nearly five times the island’s size—the area is home to over 1,000 species of fish and 200 varieties of coral, creating an underwater paradise.

South Ari Atoll is celebrated as one of the Maldives’ finest diving regions, featuring over fifty dive sites teeming with marine life. Kudarah Thila presents a UNESCO-protected labyrinth of overhangs and swim-throughs populated by fusiliers and snappers, while Broken Rock captivates divers with its dramatic canyon of corals and macro life, ideal for underwater photography. Dhigurah Beyru and Maamigili Corner are noted for encounters with whale sharks, manta rays, and occasionally dolphins. The 52-metre Kudhimaa Wreck has evolved into a thriving coral habitat, now home to lionfish, batfish, groupers, and the well-camouflaged stonefish and frogfish. Nearby, Anemone Alley flourishes beneath the seasonal seaplane platform, forming a vibrant ecosystem that draws snorkellers and divers alike. The house reef remains the beating heart of Machchafushi—a world-class natural wonder beneath the waves.

Beyond the ocean, the island tells a story of its own. At its centre stands a centuries-old Banyan Tree, known locally as the Ummeedhu Tree, or ‘Wish Fulfilment’. This living symbol invites guests to pause and reflect, taking part in the Sacred Thread Ceremony, where wishes and intentions are tied to the tree’s branches—creating a bond that endures long after their stay.

Sustainability is woven into every aspect of Machchafushi’s philosophy, ensuring the preservation of both its natural beauty and cultural legacy. Every sunrise, dive, and golden thread tied to the Ummeedhu Tree becomes part of a continuing narrative—one that celebrates the Maldives’ heritage and invites guests to create lasting memories in harmony with nature.

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Entertainment

Spooky celebrations await at Sun Siyam Olhuveli with ‘The Return of the Mummy’

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Sun Siyam Olhuveli will transform into a realm of ancient legends and eerie excitement this Halloween with its themed celebration, The Return of the Mummy. Guests of all ages will have the opportunity to take part in two days of themed activities, family games, and live entertainment throughout the resort.

The highlight of the celebration will be a beachfront performance by Swedish DJ and rising international talent Caroline Roxy. A multifaceted artist—DJ, singer-songwriter, producer, fashion designer, and former model—Caroline is known for fusing energetic electronic beats with pop-inspired rhythms. Drawing on her musical upbringing and experience performing at festivals in cities such as Stockholm and Los Angeles, she is set to deliver an electrifying performance that promises to bring a captivating energy to the shores of Sun Siyam Olhuveli.

The festivities will begin on 31 October 2025 with a Halloween Beach Fest, featuring mummy-themed games, pumpkin carving, trick-or-treat adventures, and the popular Mummy Dance Freeze for younger guests. As night falls, the Lagoon Bar will become the centre of the celebration, with flickering lights, pulsing music, and a much-anticipated DJ set by Caroline Roxy. Her performance will combine haunting melodies with powerful electronic rhythms, setting the tone for an unforgettable Halloween evening.

Celebrations will continue on 1 November 2025 with treasure hunts, themed cupcake and marshmallow workshops for children, and a sunset pirate cruise. Adults can take part in a Halloween boot camp before the evening concludes with a fire show and live music by Hightides at the Lagoon Bar.

Blending ancient Egyptian mystery with island charm, The Return of the Mummy at Sun Siyam Olhuveli invites guests to experience a unique Halloween adventure where the legends of the past meet the magic of the Maldives.

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Excursions

From first visit to thousand dives: Love story anchored at Bandos Maldives

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Bandos Maldives recently marked a significant milestone with two of its most loyal guests, Kate and Andy, who have shared a long-standing connection with the island.

Andy achieved an impressive feat by completing his 900th dive, all undertaken with Dive Bandos. His wife, Kate, surpassed this accomplishment by reaching her 1000th dive, with over 900 of those dives also completed alongside the Bandos team.

The Dive Bandos team joined the couple in celebrating this memorable occasion, recognising not only their dedication to diving but also the enduring bond they have formed with the resort over the years.

Kate and Andy’s relationship with Bandos extends far beyond statistics. Having first visited the island in 2006, they have returned every year since, making Bandos an integral part of their lives. In 2014, the couple even chose to exchange their wedding vows underwater at the resort — a unique moment that forever linked their love story with Bandos.

“Celebrating guests like Kate and Andy reminds us of what Bandos truly represents,” said Ismail Rasheed, General Manager of Bandos Maldives.

For Bandos Maldives, moments such as these exemplify why guests continue to choose the island for both adventure and a sense of belonging. With stories like Kate and Andy’s, Bandos stands not merely as a dive destination, but as a home — both beneath and above the waves.

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