The Maldives is set to position itself as a global hub for the creator economy with the launch of a new international summit and awards programme aimed at reshaping how destinations are marketed.
The World Creator Summit 2026 and World Creator Awards 2026, powered by Creatoll, will take place from 20 to 25 September, bringing together a select group of digital creators, platforms, publishers and tourism stakeholders.
Organised by Visit Maldives Corporation (VMC) in collaboration with the team behind the World Travel Awards, the initiative is being described as a high-level, invitation-only gathering focused on the growing influence of creator-led storytelling in global tourism.
The move reflects a wider shift in destination marketing, as tourism boards increasingly turn to digital creators to shape how places are discovered and experienced. Industry leaders say creators offer a level of authenticity, cultural relevance and emotional connection that traditional advertising often struggles to achieve.
Visit Maldives says the programme is designed to place the country at the centre of this transition, positioning it not only as a destination but as a meeting point for the future of tourism storytelling. The inaugural edition will be limited to around 50 participants, with attendees expected from key markets including India, the United Kingdom, China, Russia and several European countries. The programme will combine discussion, curated experiences across the Maldives and a global awards platform recognising excellence in digital storytelling and creative influence.
The initiative is being delivered through a strategic collaboration between VMC and the organisers of the World Travel Awards. The partnership was formalised at a signing ceremony in Malé on 2 April, attended by Visit Maldives Managing Director Ibrahim Shiuree and Justin Cooke, Executive Vice President of the World Travel Awards.
VMC’s Managing Director Shiuree said the project reflects rapid changes in the tourism industry, noting that creators are now central to how destinations are marketed. Vice President of World Travel Awards Cooke said the ambition was to create a premium, internationally relevant platform rather than a conventional social media event, adding that the Maldives provides a distinctive setting for such a gathering.
Tourism remains the backbone of the Maldivian economy, and officials hope the initiative will strengthen the country’s global visibility at a time of increasing competition. By aligning itself with the growing creator economy, the Maldives is seeking to engage new audiences and reinforce its position as one of the world’s most aspirational travel destinations.