The Maldives has entered World Travel Market (WTM) London 2025 with strong momentum, marking another milestone year of growth in the UK market. As of 21 October 2025, the Maldives has welcomed 159,615 tourists from the United Kingdom, representing an increase of over 16% from the same period in 2024, when arrivals totaled 137,288. The UK now accounts for 8.8% of total market share, rising to third place among all source markets for the destination.
This upward trend underscores the continued effectiveness of Visit Maldives Corporation’s (VMC) marketing initiatives in the UK and Europe, as well as the enduring appeal of the Maldives among British travelers seeking premium, experience-driven holidays.
WTM London 2025 began yesterday and will continue until 6 November at ExCeL London, with the Minister of Tourism and Environment, Thoriq Ibrahim leading the delegation from the Maldives. Visit Maldives Corporation’s delegation comprises 160 representatives from 70companies, including resorts, hotels, guesthouses, and travel partners. This strong presence reflects the Maldives’ commitment to sustaining growth and strengthening trade relationships with key international stakeholders.
The Maldives stand, spanning 650 square meters, provides a dynamic space for B2Bengagement and collaboration. It features 46 co-exhibitor counters, 55 meeting tables, and three dedicated industry areas, designed to maximize business and networking opportunities. Visitors will also find two information counters offering destination support and materials.
To enhance visitor interaction, the stand includes a Liverpool FC Fan Zone under the ongoing partnership with the club, alongside an Interactive Zone with a holographic display showcasing the Maldives’ marine life and natural beauty.
Minister of Tourism and Environment, Thoriq Ibrahim said, “The U.K is an integral market to the Maldives, and its continued growth reflects the strength of our relationship with British tourists. We are strategically channeling targeted marketing efforts and balancing investments to deepen this partnership. Our presence at WTM London is a key opportunity to reaffirm our commitment and strengthen collaboration with our valued industry partners.”
“The growth we are seeing from the UK market this year is a testament to the success of our ongoing activities and strategic partnerships,” said Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation. “Our presence at WTM London, the continued collaboration with Liverpool FC, and destination promotions such as the taxi campaign all reflect our commitment to keeping the Maldives top-of-mind for British travelers and strengthening our long-standing relationship with this key market.”
Complementing its participation at WTM London, Visit Maldives has rolled out a two-month taxi advertising campaign across central London. Featuring 100 branded taxis, the campaign brings the vibrant blues of the Maldives to London’s streets, contrasting the cool autumn tones and inspiring travelers to seek warmth and adventure in the Indian Ocean.
With total arrivals surpassing 1.85 million by 04 November 2025, Maldives continues to consolidate its position as one of the world’s most desirable destinations, driven by targeted marketing, strategic partnerships, and sustained recovery across major source markets.