Ibrahim Shiuree, Chief Executive Officer and Managing Director (CEO & MD) of Visit Maldives Corporation – VMC – has been in this important and significant position at the helm of VMC for a year. The young leader has brought new momentum and new solutions to the activities of this extremely important institution. We were curious about his ideas on what new developments he plans to introduce in the marketing management of the Maldives.
Ibrahim Shiuree’s remarkable journey is built on a foundation of diverse experiences and a passion for national development. His academic excellence, crowned with a Masters in Business Administration (MBA) in Public Relations & Communication from Limkokwing University, provides the strategic expertise applicable to shaping the tourism industry of the Maldives.
His professional career is a testament to his hands-on leadership. As Director Projects & Infrastructure at United Development, he played a pivotal role in major infrastructure projects, overseeing the expansion of key airports across the nation, including those in Fuvahmulah, Dharavandhoo, Ifuru, and Kulhudhuffushi. This work didn’t just build runways; it connected communities and opened new gateways for tourism and trade. Beyond his corporate achievements, Shiuree is deeply committed to community and industry growth. He is an active Executive Board Member of the Maldives National Association of Construction Industry (MNACI), where he advocates for the development of national standards. His dedication to sports is equally strong, serving as the Vice President of the Table Tennis Association of Maldives (TTAM).
This blend of professional acumen and community service perfectly positions him to lead the Visit Maldives Corporation in showcasing the very best of the Maldives to the world.
Visit Maldives Corporation
Visit Maldives Corporation is the State-owned enterprise mandated to promote the Maldives as a tourist destination worldwide under the brand “Maldives” and slogan “Maldives… The Sunny Side of Life”. Operating as an independent and autonomous body under the governance of a Board of Directors appointed by the President of the Maldives, Visit Maldives Corporation actively markets the Maldives in key global markets with an integrated 360-degree marketing approach. Visit Maldives Corporation’s key activities include travel trade shows; roadshows; media/Influencer/celebrity/trade familiarisation trips; brand visibility campaigns; digital marketing; global campaigns; travel agent training programmes; PR and media programmes and joint marketing campaigns with stakeholders/service providers. Visit Maldives Corporation also has appointed PR and trade representation across 15 key global markets. HistoryThe Maldives Marketing & Public Relations Corporation was established by the former President of Maldives Mohamed Nasheed on 4 March 2010. The corporation was registered under the Ministry of Economic Development on 14 August 2011. The predecessor to Visit Maldives Corporation was the Maldives Tourism Promotion Board (MTPB) that functioned as a department in the Ministry of Tourism. Under Visit Maldives Corporation’s purview, the Maldives has gained immense recognition, accolades, and awards in the international tourism arena. The highlight of our achievements include securing the most prestigious tourism industry title in the world for five consecutive years; the World’s Leading Destination of 2020, 2021, 2022, 2023 & 2024 at the World Travel Awards. In addition to this, Maldives was honoured as the World’s Leading Green Destination 2024, marking the first year winning this prestigious title.
– You took on this extremely responsible position a year ago. I am very interested in the marketing strategy of VMC. Did it change if you compare it with the last system? I was talking with Mr. Thoyyib from the previous era and I know that they were working with airlines on their most significant airports. They were working with the biggest tour operators in certain countries and I would like to ask whether you continue this system or you found out something new?
– We’ve been building on the strong foundation laid by our predecessors, and now we’re adding some truly exciting new layers to our marketing strategy. While we continue our strong partnerships with key airlines and tour operators, we’ve also launched some incredible new collaborations that are bringing the Maldives to a wider, more diverse audience than ever before.
The Maldives’ partnership with the Liverpool Football Club is a massive win for the country and one of the most significant marketing campaigns we’ve launched in over 50 years. We’re incredibly excited about this collaboration. Over the past three months, we’ve executed numerous activities, including our „My LFC” campaigns, to bring the Maldives to a wider global audience. You may have seen our co-branded advertisements featuring Liverpool and the Maldives on wrapped taxis during the Arabian Travel Market (ATM) in Dubai and ITB Berlin, as well as on buses and the London Underground. This groundbreaking partnership is helping us showcase the beauty of our islands to a diverse and passionate new audience.
The results speak for themselves: we’ve seen a massive 10,000% increase in global searches from the European market! This new strategy is truly paying off. We want everyone to know that the Maldives is more than just a destination for honeymoons and relaxation. It’s a place for adventure, sports, and unforgettable experiences.
To help share this message, we’ve partnered with some incredible global ambassadors. The stunning Bollywood superstar Katrina Kaif, with her massive following of over 60 million, has joined us as a global ambassador. We’ll be working with her on some fantastic new content that will amplify the brand and showcase the beauty of our islands. For the sports enthusiasts, we’ve brought on Fly Navarro, a well-known figure in the sports fishing scene. This year’s global fishing tournament, Burunoboma, was a huge success, and we’re already planning an even bigger event for next year. We’re also participating in several other sports tournaments like the Raara Pro Festival for kite surfing and the internationally accredited Dhiraagu Roadrun. These events will undoubtedly attract visitors from all over the world who are looking for a different kind of Maldivian escape.
We’re incredibly excited about the future of tourism in the Maldives. We’re committed to showing the world all the different ways you can experience our beautiful islands, from thrilling sports to serene relaxation.
-Besides the global ambassador program what else do you plan?
– We’ve recently launched an exciting local ambassador program. This initiative helps us promote the Maldives through the incredible talents of our own people. Our first partnership is with the band Two of Us. They recently won second runner-up in India’s „Battle of the Bands” competition and are now on a tour of India and Malaysia. They’ve even been selected to perform on „Britain’s Got Talent”!
We’re thrilled about their success, and we’re confident they’ll help keep the Maldives on the map in these key regions. We have many more talented Maldivians eager to join us in amplifying our message to the rest of the world.
– You mentioned the film industry. I know a lady here who used to work at IFTM and has now dedicated her life to introducing foreigners to Maldivian culture. She has a team and they visit several resorts. They hold programs and workshops at hotels, where they perform their dances and make necklaces, bracelets, and various handicrafts together with them. If you invite the film industry to the Maldives, wouldn’t you ask them to participate in your culture? Include local costumes, folk costumes, anything that is part of Maldivian culture in your films. When they come here and shoot a film, these elements would be essential in these areas, don’t you think?
– Yes, we believe the film industry is a new and exciting frontier for us, and incorporating Maldivian culture is central to our strategy. We’re currently working to develop a proper framework and policies to make it easier for filmmakers to shoot here, in a similar way to other countries. This involves close collaboration with various government bodies, including the Ministry of Tourism.
„We are incredibly proud of the awards we’ve received, especially winning the World’s Leading Destination for the past five consecutive years at the World Travel Awards (WTA). This is a testament to the unparalleled experience we offer our guests.”
Our goal is to promote more than just our beautiful resorts; we also want to showcase our vibrant local communities, guesthouses, and boutique hotels. People are increasingly interested in experiencing our local life including our food, our customs, and our festivities.
We’ve already started this journey with a few campaigns. We invited a famous Emirati influencer, Khalid, to visit during Ramadan. He dressed in local attire, experienced our traditional dishes, and went fishing. His episode gave a real glimpse into how Maldivians live.
Similarly, we recently hosted a well-known Bollywood director, Farah Khan. Her program, which has already been filmed and will be released soon, also highlighted both the luxurious resort life and the authentic local experience. By working with these influential figures, we’re ensuring that the world gets to see the rich culture that makes the Maldives so unique.
I think the film industry is a new industry that we are talking about. There are so many things that have to be developed, so many policies have to be implemented.
– The new terminal is soon to open. Will you use it? And if yes, how is your work? In the marketing and the promotion work?
– The new terminal at Velana International Airport is now officially open, and it’s a monumental achievement for the Maldives! This state-of-the-art facility is a true game-changer, significantly increasing our capacity to welcome between 5 and 7.5 million tourists annually.
As a premium destination, we believe it’s essential that our guests’ experience is exceptional from the very first moment they arrive. The new terminal embodies our commitment to this by providing a world-class, comfortable, and efficient gateway to our beautiful islands.
We’re confident that this new facility will not only enhance the travel experience for our guests but also reinforce our brand as a premier global destination. We are incredibly proud of this new terminal and can’t wait for visitors from around the world to experience the amplified Maldivian hospitality.
– Yes. Will you keep the old slogan, sunny side of life or will you change it or improve it?
– „The Sunny Side of Life” is a slogan that is globally recognized and loved, so we’re keeping it as the heart of our brand. We’re building upon this strong foundation with new, dynamic campaigns to reach different audiences and highlight the diverse experiences our islands offer. We recently unveiled an enhanced logo and a refreshed brand identity. These are purposeful refinements to our iconic brand, designed to create a more unified and impactful visual presence. The updated logo features subtle color and font adjustments, making it stronger and more visible in all our promotions, especially in high-exposure placements like outdoor advertising.
To ensure consistency, we’ve introduced new brand guidelines that simplify our design elements and put a greater emphasis on showcasing the destination itself. This commitment to a cleaner, more cohesive visual language reflects our goal of presenting the Maldives as a world-class destination while preserving the essence of a globally loved brand.
– Are there new targets? I mean, countries that you would like to develop the turnover, sending countries where you would like to see more people to come from?
– We aim to increase visitor numbers from all corners of the globe. Our goal isn’t to focus on just one or two new countries but to welcome more people from every market. We’re well-established in our top ten markets, including Europe and the Americas, and we’re actively working to introduce the Maldives to new audiences.
Our core mission is to show everyone, everywhere, that the Maldives is a destination unlike any other. We want to see growth from both familiar and emerging markets, and we’re committed to making the Maldivian experience accessible to travelers from all around the world.
– This is a new young team I see. What innovation do you have in marketing? In communication, marketing starts to be something?
– We’re a young, dynamic team, and our approach to marketing is all about innovation. We’re moving beyond traditional perceptions to showcase the incredible diversity of the Maldives. For years, the Maldives has been celebrated as the ultimate destination for luxury, honeymoon, and world-class diving. While those experiences are still a huge part of who we are, we know we have so much more to offer. Our new strategy is focused on creating and promoting a wide range of new segments, each offering a unique kind of adventure. We’re now highlighting the Maldives as a premier destination for sports tourism, wellness tourism, film tourism, and adventure tourism. Our new messaging is simple: the Maldives is not just for one type of traveller. It’s a place where every visitor can find their perfect holiday, filled with fun, discovery, and unforgettable memories.
– I saw a lot of awards outside. What kind of awards are there?
– We are incredibly proud of the awards we’ve received, especially winning the World’s Leading Destination for the past five consecutive years at the World Travel Awards (WTA). This is a testament to the unparalleled experience we offer our guests.
We are now prioritising sustainability more than ever. Last year, we were honoured to be named the World’s Leading Green Destination for the very first time, a monumental achievement that we are incredibly proud of. This year, our commitment to environmental stewardship was further recognized when we were awarded the Indian Ocean’s Leading Green Destination 2025 for the second consecutive time.
Our government is actively investing in a sustainable future. For example, some islands are now generating power from solar energy for up to 22 hours a day, and there are plans for even larger solar farms. As the national tourism body, we are dedicated to supporting these efforts by educating both our visitors and our community about the importance of preserving the natural beauty of the Maldives. A clean ocean and pristine beaches are not only our greatest assets but also our promise to future generations. We are confident that by focusing on sustainability, we are ensuring the Maldives remains a world-class destination for years to come.
– And what are the new goals for Maldives?
– Last year, the Maldives reached a historic milestone by welcoming over 2 million visitors, a record that had stood for 11 years. This achievement was a major goal for our country, and we are incredibly proud to have reached it.
Building on that success, we are now entering an exciting new era. The new terminal at Velana International Airport, which opened on July 26th, is a game-changer for our tourism industry. This state-of-the-art facility will allow us to welcome even more guests and provide them with a world-class experience from the moment they arrive.
This expansion is key to our future goals. By removing the capacity limitations of the previous terminal, we can continue to grow our visitor numbers and further boost the Maldivian economy. It’s a proud moment for our nation, and we’re excited for what’s to come.
