The Visit Maldives Corporation (VMC) has launched a striking outdoor advertising campaign across central London, aiming to boost the Maldives’ brand visibility in the United Kingdom in the lead-up to World Travel Market (WTM) London 2025 — one of the world’s premier international travel trade events.
The two-month initiative features 100 London taxis wrapped in the Maldives’ signature ocean blues and idyllic island imagery, transforming the city’s streets into a moving canvas of tropical allure. The campaign is designed to capture the attention of high-value travellers, tourism professionals, and media representatives converging on the capital for WTM, showcasing the Maldives as a top-tier travel destination.
Five leading tourism partners have joined forces with Visit Maldives for the campaign: Kandima Maldives, Universal Resorts, Kaimoo Resorts and Hotels, Brennia Kottefaru, and Riu Atoll and Riu Palace Maldivas. Each partner is represented on 20 branded taxis, totalling 200 superside advertisements circulating through London’s busiest thoroughfares and high-footfall zones.
“This campaign brings the spirit of the Maldives to one of our key markets at a time when global attention is focused on London,” said Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation. “It reflects our strategy to maintain strong destination visibility while inspiring travellers to rediscover the Maldives as the ultimate haven of warmth, luxury, and connection.”
The campaign’s visual contrast — pairing London’s crisp autumnal backdrop with the Maldives’ sun-drenched imagery — evokes a powerful sense of escapism. It aligns with Visit Maldives’ broader global marketing efforts to position the destination as a premium, diverse, and experience-rich choice for discerning travellers.
By synchronising the campaign with WTM London 2025, Visit Maldives aims to amplify its presence among global tourism stakeholders and reinforce its appeal in one of its most important source markets. The initiative is expected to drive awareness, engagement, and renewed interest in the Maldives as a leading destination for luxury and experiential travel.
