Maldives wraps London taxis in tourism campaign

Visit Maldives has launched a vibrant taxi advertising campaign in central London to promote the Maldives as a premium travel destination in the UK market.

The two-month campaign coincides with the lead-up to World Travel Market (WTM) London 2025, one of the world’s largest international travel trade events, and aims to boost brand visibility during a key period on the global tourism calendar.

A total of 100 taxis have been wrapped in the Maldives’ signature ocean blues and island imagery, circulating across London’s busiest routes and high-traffic zones. The initiative targets high-value travellers, tourism professionals, and media attending WTM London.

According to Visit Maldives, the campaign is supported by five leading tourism partners: Kandima Maldives, Universal Resorts, Kaimoo Resorts and Hotels, Brennia Kottefaru, and Riu Atoll and Riu Palace Maldivas. Each partner is represented through 20 branded taxis, creating 200 supersides in total.

“This campaign brings the spirit of the Maldives to one of our key markets at a time when global attention is focused on London,” said Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation.

The campaign is part of Visit Maldives’ broader global marketing strategy to position the Maldives as a diverse, experience-rich destination. By contrasting London’s cool autumn atmosphere with the warm hues of the Indian Ocean, the campaign evokes a sense of escapism and invites travellers to rediscover the Maldives.

The UK remains one of the Maldives’ top source markets. As of Wednesday, 1.8 million tourists had visited the Maldives this year, with 160,693 arrivals from the UK, making it the third largest contributor.