The World Travel Market (WTM) 2026 has opened with the participation of 62 Maldivian companies operating in the tourism industry.
The event is the last of the major international tourism fairs in which the Maldives is participating this year.
Minister of Tourism and Civil Aviation Mohamed Ameen, Visit Maldives Corporation (VMC) CEO and Managing Director Abdulla Yasir, and Maldives High Commissioner to the United Kingdom Jameela Ali Khalid officially opened the Maldivian stand at the fair. They also met with representatives of participating businesses.
The World Travel Market is one of the most important international tourism fairs attended by the Maldives. European tourists account for 57 per cent of the country's tourism market.
The Maldivian delegation attending this year's WTM in London comprises 161 representatives. Of these, 136 represent 62 companies operating in the tourism sector.
The fair provides Maldivian tourism businesses with an opportunity to meet international buyers, strengthen business relationships and showcase their tourism services.
This year's three-day event is being held at ExceL London.
The government has designated 2027 as a year dedicated to promoting and advancing the tourism industry. The 'Visit Maldives Year 2027' campaign was launched on this year's National Tourism Day. The campaign will be officially launched to international media organisations and tourism industry partners during the fair.
The 2027 edition of the 'Visit Maldives Destination Guide' is also scheduled to be unveiled at the event.
As part of efforts to increase tourist arrivals next year, Visit Maldives will hold discussions with international tour operators, airlines, online travel platforms and media organisations on joint marketing initiatives, promoting the Maldives and establishing partnerships.
The corporation will also undertake extensive promotional activities to showcase the participating Maldivian businesses and help them secure new markets.