The Maldives continues to demonstrate strong destination appeal in the global tourism market, with nearly eight in ten international visitors identifying the country as their first-choice holiday destination, according to the Maldives Visitor Survey 2025 released by the Ministry of Tourism and Civil Aviation.
The survey found that 78% of respondents chose the Maldives as their first-choice destination, while a further 19% said it was among their top few options. Combined, 97% of visitors actively selected the Maldives for their trip, with only 3% indicating they travelled to the destination as a backup option.
The findings highlight the Maldives’ strong brand positioning in the international leisure travel market and suggest the destination continues to enjoy high levels of preference among long-haul travellers.
The survey also found that 81% of respondents did not consider any alternative destination before deciding to visit the Maldives, reinforcing its position as a distinct tourism offering rather than one competing directly with multiple substitute destinations. Among the minority who explored other options, Sri Lanka and Thailand were the most frequently considered alternatives at 12% each, followed by Bali (10%), Dubai (9%), Mauritius (8%), Seychelles (7%), the Caribbean (6%) and Bora Bora (5%).
Among visitors who compared the Maldives with other destinations, the country’s beaches and scenery emerged as the strongest competitive advantage, cited by 11% of respondents. Other factors influencing destination choice included the Maldives’ reputation as a safer and more peaceful destination (5%), its privacy and exclusivity (5%), and convenient air connectivity (5%). Recommendations from others, attractive resort offerings and previous positive experiences also contributed to travellers’ decision-making.
The survey further revealed strong destination preference across key source markets. British visitors recorded the highest proportion selecting the Maldives as their first-choice destination at 86%, followed by Italians (83%), Chinese and Germans (81%), Americans (78%), French (76%), Russians, Spanish and Swiss visitors (73%), and Indians (69%). Across all major markets, only a small share of respondents identified the Maldives as a secondary option, underlining the destination’s sustained competitiveness.
The Maldives Visitor Survey 2025 provides insights into visitor behaviour, travel motivations and market trends, supporting tourism stakeholders in understanding evolving consumer preferences and strengthening destination planning and marketing strategies.