Maldives Launches London Taxi Campaign Ahead Of WTM 2025

Visit Maldives has launched a vibrant taxi advertising campaign across central London to promote the Maldives as a premium travel destination in the United Kingdom market.

The two-month initiative aligns with the lead-up to the World Travel Market (WTM) London 2025, one of the world’s largest international travel trade events. The campaign aims to strengthen the Maldives’ brand presence and attract attention from key tourism stakeholders during a critical period on the global tourism calendar.

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A total of 100 London taxis have been wrapped in the Maldives’ signature shades of ocean blue and tropical imagery, circulating through the city’s busiest routes and high-traffic areas. The campaign targets high-value travellers, tourism professionals, and media representatives attending WTM London.

The promotion is supported by five tourism partners: Kandima Maldives, Universal Resorts, Kaimoo Resorts and Hotels, Brennia Kottefaru, and Riu Atoll and Riu Palace Maldivas. Each partner is represented by 20 branded taxis, creating 200 superside advertisements in total.

Visit Maldives stated that the campaign brings the essence of the Maldives to one of its most important markets, contrasting London’s cool autumn atmosphere with the warmth and vibrancy of the Indian Ocean. The visual experience is designed to evoke a sense of escape and inspire potential travellers to rediscover the destination.

The initiative forms part of Visit Maldives’ broader global marketing strategy to showcase the Maldives as a diverse and experience-rich destination. The United Kingdom remains one of the Maldives’ leading source markets, with 160,693 arrivals recorded so far this year out of a total of 1.8 million visitors, making the UK the third largest contributor to inbound tourism.