The Maldives’ newly launched global campaign, The World’s Biggest Getaway, which promises free holidays to lucky winners throughout 2025, has already captured significant attention. The initiative, introduced by the state-run Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) in January, has proven to be a massive success, with the January contest alone drawing 28,000 engagements.
Set to award 52 complimentary holidays over the course of the year, the campaign includes a series of social media contests hosted on Visit Maldives’ platforms. Every month, four winners will be chosen at random to receive the grand prize.
Notable sponsors for the January draws included Dusit Thani Maldives, Sky Beach Maldives, Holiday Inn Resort Kandooma Maldives, and Barceló Whale Lagoon Maldives. Abdullah Ghiyas, the chairman of MMPRC and president of the Maldives Association of Travel Agents and Tour Operators (MATATO), expressed his enthusiasm for the overwhelming public response to the campaign. He highlighted that this campaign marks the Maldives’ largest-ever global tourism initiative.
“The excitement is palpable, and we anticipate that the interest will continue to rise throughout the year,” Ghiyas stated, emphasizing the campaign’s worldwide appeal.
While the campaign’s overall messaging underscores the Maldives as a prime destination to visit throughout the year, the contests themselves are centered around monthly themes. January’s theme was “Discover Your Maldives,” while February’s focus is “Your Dream Luxury Vacation.”
Ghiyas believes the campaign will resonate with a broad spectrum of travelers, as the Maldives offers something for everyone. From luxurious resorts with overwater bungalows perfect for romance to family-friendly destinations featuring child-oriented activities, the islands are also emerging as an attractive location for business events, with world-class meeting facilities and stunning venues.
Suresh Dissanayake, assistant vice president of sales and marketing at Adaaran Resorts and Heritance Aarah, both of which are partners in the campaign, also noted its growing international appeal. “The campaign is gaining a lot of traction globally,” Dissanayake said, confirming that his resorts are contributing to the prize pool.
Tourism to the Maldives continues to thrive, with 2 million visitors recorded in 2024 and 1.8 million in 2023. At the beginning of 2025, MMPRC/Visit Maldives set an ambitious target of achieving US$5 billion in tourism revenue for the year.
With the global excitement surrounding The World’s Biggest Getaway, the Maldives is set to further solidify its place as a top travel destination.
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