≡-Maldives Joins Australia, Russia, Georgia, Sri Lanka, Oman to Attract More Indian Tourists with New Marketing Campaigns – Viral of Today

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August 27, 2025By: Tuhin SarkarMaldives has joined hands with Australia, Russia, Georgia, Sri Lanka, and Oman in unveiling bold new strategies to draw Indian tourists, proving once again that the Indian market is now at the heart of global tourism growth. For years, Indian tourists have played a defining role in shaping travel trends, and today, they are at the centre of how top tourism destinations position themselves. From honeymooners seeking turquoise waters in the Maldives to families exploring cultural heritage in Sri Lanka or adventure landscapes in Georgia, the demand is diverse, and so are the marketing campaigns designed to capture it.The Maldives, with its pristine beaches and world-class resorts, is doubling down with new marketing campaigns tailored for Indian tourists. These efforts mirror the ambition of Australia, which uses cricket to connect, and Oman, which highlights luxury and wedding tourism. Russia and Georgia, meanwhile, are targeting Indian tourists through easier visas and cultural showcases. Together, these tourism destinations are rewriting the playbook for how to engage India’s massive outbound market.By repeating their focus on Indian tourists in marketing campaigns, these destinations show that they recognise the strength and spending power of one of the fastest-growing outbound markets in the world. The Maldives, in particular, understands that success in tourism now depends on close ties with India. Its initiatives join a chorus of global tourism destinations using innovative marketing campaigns to build emotional connections, improve visibility, and ensure that Indian tourists see their countries as the first choice for travel.Maldives unveils new campaign for Indian travellersThe Maldives has launched a powerful new destination marketing campaign for the Indian market. Titled “From Tiraṅgā to Turquoise,” the campaign highlights the journey from India’s tricolour to the Maldives’ turquoise seas and white sands. Visit Maldives Corporation confirmed this initiative will deepen ties with India while showcasing the country as a luxury, cultural, and family-friendly escape. India has long been one of the Maldives’ strongest source markets, and this campaign marks a renewed push to attract travellers. The Maldives aims to bring in 200,000 Indian visitors in 2025, building on record arrivals and expanding connectivity.A growing market for Maldives tourismIndia has become a vital market for the Maldives over the past decade. Visitor arrivals from India have grown by over 130% compared to 2017 and 2018 levels. In 2023, arrivals reached an all-time high of 209,193, securing India’s place as a top source country. By mid-August 2025, more than half of this figure had already been achieved, proving momentum remains strong. The Maldives’ ambition to surpass 200,000 Indian arrivals in 2025 rests on strong air links, strategic partnerships, and innovative campaigns. The new initiative is expected to strengthen bilateral cultural and tourism connections.Campaign blends culture and creativityThe “From Tiraṅgā to Turquoise” campaign blends cultural symbolism with creative promotion. It positions the Maldives as the natural vacation choice for Indian travellers. Planned activities include tri-city roadshows with airlines, media, and trade partners. Influencer collaborations will engage both macro and micro creators. Media familiarisation trips will spotlight the Maldives’ blend of luxury, culture, and hospitality. Leading Indian newspapers will carry news features and advertorials. Together, these strategies ensure Indian audiences see the Maldives as a destination that reflects trust, heritage, and modern luxury.Star power drives influencer reachInfluencers and celebrities play a major role in the campaign. Earlier this year, Visit Maldives hosted “Maldivian Night” at the Four Seasons Hotel Mumbai, drawing over 100 high-profile guests. Attendees included celebrities and 20 leading influencers with a combined social reach of 200 million. The event generated vast visibility for the Maldives as a luxury and family-friendly destination. In June, Bollywood director and choreographer Farah Khan collaborated with Visit Maldives. She showcased Maldivian culture, food, and island life to her 13 million followers. This approach moved beyond resorts to highlight authentic local experiences.Leaders reaffirm commitment to growthAt the launch, Ibrahim Shiuree, CEO and MD of Visit Maldives, underlined the campaign’s significance. “As our closest neighbour, India shares with the Maldives decades of partnership, trust, and cultural similarities. This campaign opens new possibilities to position India among our top four markets.” He added that the Maldives aspires to become the vacation of choice for Indians—whether honeymooners, families, corporate groups, or film tourism. His message reinforced the Maldives’ view of India as both a trusted partner and a vital market for sustained growth in tourism.Stronger air links to power arrivalsEnhanced connectivity is central to the campaign’s success. The new international terminal at Velana International Airport recently opened, increasing annual capacity to seven million passengers. This upgrade eases travel for international visitors, especially from India. Later in 2025, Hanimadhoo International Airport will open, offering direct connections to the Maldives’ northern atolls. For Indian travellers, this means faster and more convenient access. These investments ensure the Maldives can handle rising demand while providing smoother journeys for leisure and business travellers. Infrastructure expansion is expected to cement the Maldives’ reputation as a world-class hub.Cultural bonds strengthened by diplomacyThe timing of the campaign also aligns with political and cultural cooperation. Following Indian Prime Minister Narendra Modi’s state visit to the Maldives, both nations reaffirmed their commitment to expanding bilateral opportunities in tourism and investment. This diplomatic backdrop adds weight to the “From Tiraṅgā to Turquoise” initiative. It underlines that India and the Maldives share not only geography but also decades of mutual trust and cultural ties. Tourism has become a symbol of that connection, bringing families, businesses, and communities together. The campaign builds on these bonds for shared success.Tailored experiences for Indian travellersThe Maldives is positioning itself as a versatile destination for different Indian traveller groups. Honeymooners are attracted by luxury resorts and privacy. Families value the safety, hospitality, and cultural connections. Corporate groups see opportunities for meetings, incentives, and retreats. Film tourism, especially Bollywood shoots, offers another exciting growth path. By tailoring promotions to these segments, Visit Maldives ensures relevance for diverse Indian audiences. From cultural showcases to local food, from traditional festivals to modern water villas, the campaign offers something for every traveller. This inclusivity strengthens its appeal.Innovation driving sustainable tourism growthThe campaign also highlights innovation and sustainability. By using influencers, digital marketing, and cultural collaborations, the Maldives is adapting to modern promotion methods. Events like Maldivian Night and celebrity partnerships ensure broad yet targeted reach. At the same time, Visit Maldives balances luxury branding with cultural authenticity, appealing to travellers seeking meaningful experiences. The Maldives’ strategy demonstrates that destination marketing today must go beyond glossy images. It must tell stories, build trust, and connect emotionally with audiences. This approach strengthens long-term loyalty and sustainable tourism growth.Conclusion: Maldives charts a bold path forwardThe “From Tiraṅgā to Turquoise” campaign marks a new chapter in Maldives–India tourism ties. With strong visitor growth, robust air links, and powerful promotional activities, the Maldives is on track to achieve its 2025 target of 200,000 Indian arrivals. The campaign’s mix of culture, technology, and celebrity engagement has already delivered visibility and momentum. As India continues to be a key source market, the Maldives is seizing the opportunity to reinforce its position as a dream destination. From luxury honeymoons to family trips, it invites every Indian traveller to make the journey from Tiraṅgā to turquoise.

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