MMPRC launches campaigns in key markets for summer travel

Maldives Marketing and Public Relations Corporation (MMPRC) has launched a series of impactful summer campaigns targeting key markets.

MMPRC stated that these strategic initiatives aim to enhance the Maldives' brand presence, boost tourist arrivals, and leverage existing partnerships to engage a diverse and broad audience.

According to the Cooperation, United Kingdom, a consistently strong and growing market for the Maldives, is at the forefront of this summer's campaign strategy. In this regard, MMPRC will roll out a large-scale out-of-home (OOH) campaign in the UK, featuring eye-catching advertisements across the London Underground and buses, aimed at capturing the attention of a wide and diverse audience in the market. This will be accompanied by a taxi ad campaign is also in place to promote the Maldives in the UK, raising awareness and visibility of the Maldives as a top travel destination and a joint promotional campaign with TravelBag (DNATA UK) to drive visitor engagements and summer bookings.  

In Russia and the CIS region, MMPRC is thrilled to launch a joint promotional campaign with PAC Group to highlight the Maldives as a premier destination for Russian travelers, focusing on personalized services and high-quality experiences. Additionally, MMPRC is partnering with Resort Life Travel to run targeted marketing efforts in this market, drawing on their expertise in crafting memorable vacations.

In the DACH region, MMPRC is continuing its collaborative campaign with TUI, leveraging TUI’s expansive network to promote the Maldives through retail promotions, online channels, and airtours initiatives, aiming at both B2B and B2C segments.

In Italy, a collaborative campaign with Alpitour has been implemented to offer customized holiday packages and benefit from their widespread network of travel agencies. Meanwhile, in the German market, MMPRC is preparing a joint campaign with DER Tour to enhance bookings and visibility during the summer season.

In Poland, a campaign is being planned with TUI Poland to significantly boost brand awareness and engage potential travelers. For Spain and other Spanish-speaking regions, a partnership with Travel + Leisure—featuring both digital and print content—is set to reach affluent, travel-savvy audiences through one of the world’s most respected luxury travel publications.

A variety of initiatives have been scheduled for the Indian market to drive summer bookings. Current and upcoming efforts include joint campaigns with leading trade partners such as TBO, MakeMyTrip, and Pickyourtrail, incorporating digital promotions, activations, and trade engagement strategies. In addition, high-impact celebrity collaborations are on the horizon, including a partnership with a prominent A-list celebrity and a special collaboration with acclaimed director Farah Khan, who will spotlight the Maldives' distinctive offerings and experiences.

To further support the season, MMPRC will launch a dedicated Summer Sale campaign across its social media channels, showcasing exclusive offers designed to inspire and drive holiday bookings during the peak travel period. The campaign will be amplified through a series of curated influencer activations targeting key source markets, generating aspirational travel content across platforms like Instagram, YouTube, and TikTok.

MMPRC’s CEO and Managing Director Ibrahim Shiuree said the summer campaign is a part of a broader effort to intensify Maldives’ presence in key markets where significant potential for immediate arrivals and long-term growth is observed.

“We aim to build sustained interest in the Maldives as a top-of-mind destination by combining on-the-ground activities with strategic media placement and global partnerships,” he added.

These initiatives are aimed at reinforcing trade partnerships, promoting the Maldives' summer offerings, and encouraging early bookings for the 2025–2026 winter season. The campaign also addresses seasonal gaps, as there were no major summer-focused efforts implemented across Europe in the previous year. Through a variety of well-timed and targeted campaigns, MMPRC demonstrates a strategic commitment to sustaining strong destination visibility and driving bookings to the Maldives for Summer 2025 and beyond.