Mega campaign launched with aim to attract 200,000 Indian tourists

Visit Maldives Corporation (VMC) has unveiled a new marketing campaign for the Indian market, ‘From Tiraṅgā to Turquoise’, which targets to increase tourist arrivals from the Indian market to 200,000 this year.

‘From Tiraṅgā to Turquoise’ campaign represents a journey from the vivid hues of India’s national flag to the serene turquoise waters and white sandy shores of the Maldives.

India remains one of the Maldives' leading tourism source markets, and the latest campaign underscores the Maldives’ ongoing dedication to attracting more Indian tourists while deepening cultural and tourism ties between the two countries. Key initiatives under the campaign include:

• Collaborations with a range of influencers, both micro and macro
• Media familiarisation trips to showcase Maldivian hospitality
• Features and advertorials in India’s top newspapers
• Tri-city roadshows involving airlines, media, and travel industry partners

Indian tourist arrivals to the Maldives have seen a remarkable increase since 2017–2018, with a growth of over 130 percent in the past three years. Maldives saw a record 209,193 Indian tourist arrivals in 2023, and by mid-August 2025, more than half that number has already been recorded.

To maintain this momentum, the Maldives aims to welcome 200,000 Indian visitors in 2025. This goal will be supported by improved flight connectivity, strategic alliances, and customized marketing efforts under the ‘From Tiraṅgā to Turquoise’ campaign. During his recent state visit to the Maldives, Indian Prime Minister Narendra Modi reaffirmed India’s commitment to enhancing cooperation in tourism and investment, boosting optimism for continued sector growth.

As part of these promotional activities, Visit Maldives hosted a ‘Maldivian Night’ in February at the Four Seasons Hotel in Mumbai. The exclusive event drew over 100 prominent attendees, including celebrities and more than 20 influencers, whose combined social media audience exceeds 200 million. The event generated significant visibility for the Maldives as both a luxury and family-friendly destination.

In June, renowned Bollywood director and choreographer Farah Khan visited the Maldives during Eid Al-Adha in collaboration with Visit Maldives. Her content—shared with her 13 million followers—spotlighted everyday island life, local culture and cuisine, the ease of domestic travel, and the Maldives' warm hospitality. By going beyond the typical luxury resort experience, the campaign further highlighted the emotional connection Indian families and leisure travelers can have with the destination.

Commenting on the launch of the campaign, VMC’s CEO and Managing Director Ibrahim Shiuree said the campaign opens new possibilities to once again position India among Maldives’ top four markets and to strengthen connections between the Maldives’ diverse tourism products and stakeholders in India.

“Our aspiration is to make the Maldives the vacation of choice for Indian travelers—whether honeymooners, families, corporate groups, or, in the future, film tourism,” he added.

VMC said travel between India and the Maldives is expected to grow even stronger, supported by upgrades to aviation infrastructure in the coming days. In this regard, the Corporation noted that the newly inaugurated international terminal at Velana International Airport has significantly increased capacity, now able to accommodate up to seven million tourists annually—streamlining passenger movement and improving the overall travel experience.

It added that the launch of Hanimadhoo International Airport later this year will further boost direct connectivity from India, making it easier for travelers to reach the northern atolls of the Maldives.

VMC underscored that these initiatives, along with the ongoing campaign and activities, reflect the Maldives’ strong commitment to sustained growth in the Indian market through strategic partnerships, cultural engagement, and focused promotional efforts.