Maldives Unveils “From Tiraṅgā to Turquoise”: A Bold Tourism Push Towards the Indian Market

Why India Matters Now

India's outbound travel market is booming, and the Maldives isn't just sitting back—they're targeting Indian visitors with renewed vigor. The "From Tiraṅgā to Turquoise" campaign symbolizes the journey from India's vibrant tricolour to the Maldives’ iconic turquoise lagoons. 

Rapid Growth & Strong Targets

Indian arrivals have surged over 130% compared to 2017–2018. In 2023, the Maldives welcomed a record 209,193 Indian tourists—and by mid‑August 2025, more than half that number had already arrived. The goal? Surpassing 200,000 Indian visitors in 2025. 

Campaign Highlights for B2B Leverage

The Maldives’ multi‑agency campaign rolls out across channels:

• Tri‑city roadshows with airlines, media, and travel trade partners

• Influencer collaborations, spanning both micro and macro creators

• Media familiarisation trips showcasing Maldivian culture and hospitality

• Advertorials and features in India’s top newspapers
  
  

Star Power & Digital Reach

High‑visibility activations add heft to the campaign:

• A February "Maldivian Night" event at Mumbai’s Four Seasons drew 100+ celebrities and 20+ influencers—boasting a combined social media reach of over 200 million 

• In June, Bollywood choreographer Farah Khan showcased Maldivian island life to her 13 million followers, weaving authenticity into luxury branding 
  
  

Strengthened Infrastructure & Diplomatic Support

The Maldives is making travel seamless:

• The new international terminal at Velana International Airport now supports up to 7 million passengers annually 

• Hanimadhoo International Airport will open later in 2025, offering direct access to northern atolls 

This comes alongside strengthening diplomatic ties—following Prime Minister Modi’s recent state visit, both nations have recommitted to tourism and investment cooperation. 

Why It Matters for B2B Travel Specialists

• Airlines: Collaborate on joint promotions and roadshows to capture Indian demand.

• Travel Agents & Consolidators: Leverage FAM trips, influencer campaigns, and custom packages for luxury, honeymoons, families, MICE, and film production markets.

• Corporate & Film Tourism Planners: Position the Maldives for retreats, shoots, and incentive travel—with enhanced access and promotional backing.
  
  

Added Push: Celebrity Endorsement

In June 2025, Visit Maldives appointed Bollywood icon Katrina Kaif as their Global Ambassador, elevating campaign visibility and luxury appeal to Indian travelers. 

Bilateral Momentum

Indian Prime Minister Modi’s $565 million line of credit to the Maldives, alongside cooperation agreements in tourism, infrastructure, and digital development, further amplifies the supportive backdrop for travel‑sector collaboration. 

Conclusion & Actionable Takeaways

The "From Tiraṅgā to Turquoise" campaign is a compelling mix of culture-driven branding, influencer marketing, infrastructural readiness, and diplomatic synergy—crafting fertile ground for B2B stakeholders across travel and aviation.

Takeaways for B2B Professionals:

• Airlines: Capitalise on roadshow platforms and tailor messaging for Indian audiences.

• Agents & Tour Operators: Build specialized Maldives offerings aligned with luxury, family, honeymoon, and corporate segments.

• Corporate Travel & Film Executives: Explore high-value projects backed by infrastructure and strategic visibility.

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