Visit Maldives Launches Three-City Roadshow to Boost Australian Market

Visit Maldives has begun a three-city roadshow in Australia as it seeks to translate improved air connectivity and rising visitor numbers into further growth from the long-haul market.

Visit Maldives Week in Australia began in Perth on 20 July and will continue in Melbourne on 22 July and Sydney on 23 July. The programme connects Maldivian tourism businesses with Australian travel agents, tour operators, wholesalers, media representatives, influencers and other industry stakeholders.

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The campaign follows the introduction of direct Maldivian flights between Malé and Melbourne in May 2026. Visit Maldives said the new service has created opportunities to expand arrivals by making travel between the two countries more convenient.

The Maldives received 20,126 visitors from Australia between January and May 2026, an increase of 14.1 percent compared with the same period last year. Australia ranked as the Maldives’ 10th-largest source market during the period, accounting for 2.2 percent of total tourist arrivals.

Growth accelerated in May, when Australian arrivals rose by 24.2 percent year-on-year. Resort accommodation remained the most popular option, chosen by 77.2 percent of Australian visitors, while others stayed at guesthouses and hotels or travelled aboard liveaboards.

Eleven Maldivian tourism companies are participating in the roadshow. They are Coco Bodu Hithi, Fushifaru Maldives, Voyages Maldives, Island Aviation Services, Villa Resorts, Baglioni Resort Maldives, Pulse Hotels & Resorts, Resort Life Travel, Exciting Maldives, Splendid Asia and Arrival Beach and Spa.

Events in each city include destination presentations, business meetings, networking sessions, promotional activities, interactive games and holiday raffles. Separate networking opportunities are also being held for media representatives and influencers.

The roadshow forms part of Visit Maldives’ broader promotion of the destination in Australia, which includes joint campaigns with Luxury Escapes, influencer partnerships, familiarisation trips and targeted advertising.