By The Maldives Marketing and Public Relations Corporation, recently rebranded as Visit Maldives Corporation Limited, announced a significant financial milestone at its 2024 Annual General Meeting, reporting a profit of MVR 27.5 million for the year 2024. This marks the first time in four years that the state-owned enterprise, responsible for promoting the Maldives as a premier global tourism destination, has returned to profitability.
The achievement comes after a challenging period for the corporation, which had faced financial setbacks in recent years. The turnaround is attributed to strategic reforms and effective management under the new leadership, which have revitalized the organization’s operations. Key initiatives include enhanced global marketing campaigns, participation in international travel trade shows, and targeted efforts to boost tourist arrivals from key markets such as India, China, and the UK.
The rebranding to Visit Maldives Corporation Limited, announced on July 14, 2025, under the directive of H.E. President Dr. Mohammed Muizzu, reflects a broader government effort to streamline tourism promotion under a unified, globally recognized identity. The updated brand, featuring a refined logo and enhanced visual identity, aims to strengthen the Maldives’ position as a world-class tourism destination.
“This profit is a testament to the hard work and strategic vision of our team,” said a spokesperson for Visit Maldives Corporation Limited. “Our focus on innovative marketing, sustainable tourism, and cohesive branding has paid off, and we are committed to building on this success to further elevate the Maldives as the world’s most desired holiday destination.”
The corporation’s efforts have also been recognized internationally, with the Maldives securing the World’s Leading Destination title at the World Travel Awards for five consecutive years (2020–2024) and the World’s Leading Green Destination award in 2024.
Visit Maldives Corporation Limited plans to continue its aggressive marketing strategies, including digital campaigns, influencer partnerships, and participation in global tourism events, to sustain this positive trajectory and drive long-term economic benefits for the Maldives.