Visit Maldives Coportaion (VMC) has officially launched ‘SeaSational Summer’, a nationwide, digital first campaign aimed at repositioning the Maldives as a compelling destination during the summer months.
The initiative was unveiled at the Visit Maldives Quarterly Insights- Maldives Tourism Intelligence Briefing on 2 February, where industry leaders and marketing professionals were presented with the research and analysis underpinning the campaign. Drawing on global travel studies, market data and digital behaviour insights, ‘SeaSational Summer’ has been developed to respond to how modern travellers plan and validate their journeys.
Rather than promoting isolated offers or short-term promotions, the campaign frames summer as a coordinated national season. It brings together events, experiences and destination-wide participation under a single, credible banner, designed to reassure travellers who increasingly look for visible activity and official validation when choosing when and where to travel.
Visit Maldives says international research shows that social media and video platforms play a key role in sparking travel interest, while official destination channels are critical in confirming seasonality, feasibility and confidence, particularly for long-haul and shoulder season travel. The campaign responds by building sustained digital momentum from February through to August.
Central to the strategy is the Visit Maldives Events Calendar, now branded under the ‘SeaSational Summer’ framework. The calendar serves as what officials describe as a “credibility layer”, signalling that summer travel to the Maldives is supported by a continuous programme of events and experiences across the country.
As part of the global rollout, ‘SeaSational Summer’ branding is being integrated into VMC’s international marketing platforms. This includes LED perimeter advertising at Anfield Stadium, where the campaign is being showcased through the destination’s partnership with Liverpool FC during today’s Premier League match against Manchester City.
Visit Maldives has emphasised that the campaign is designed as an industry wide platform, inviting tourism stakeholders to contribute events, experiences and visual content to support collective destination storytelling.
By anchoring summer promotion in research-led strategy and coordinated industry participation, ‘SeaSational Summer’ aims to strengthen confidence in travelling to the Maldives during the summer and late summer period, reinforcing the destination’s image as active, relevant and attractive throughout the year.