Nearly eight in 10 tourists who visited the Maldives chose the country as their first-choice holiday destination, with most not considering any alternative, according to the latest Maldives Visitor Survey released by the Ministry of Tourism.
The survey found that 78 percent of respondents selected the Maldives without considering another destination. A further 19% said the Maldives was among a shortlist of preferred destinations, meaning 97 percent had intentionally chosen the country for their holiday. Only 3 percent visited the Maldives as a second choice.
The findings highlight the Maldives' strong global tourism brand despite growing competition from other tropical destinations.
Key source markets
The survey found the Maldives was the first choice for visitors from several major tourism markets:
- United Kingdom – 86 percent
- Italy – 83 percent
- China and Germany – 81 percent
- United States – 78 percent
- France – 76 percent
- Russia, Spain and Switzerland – 73 percent
- India – 69 percent
Competing destinations
Among the 19 percent of visitors who considered other destinations before choosing the Maldives, the main alternatives were:
- Sri Lanka and Thailand – 12 percent
- Bali, Indonesia – 10 percent
- Dubai – 9 percent
- Mauritius – 8 percent
- Seychelles – 7 percent
- Caribbean destinations and Bora Bora – 5 to 6 percent
Why tourists choose the Maldives
The most commonly cited reasons for choosing the Maldives included:
- Natural beauty and pristine beaches – 11 percent
- Safety and security – 5 percent
- Seclusion and privacy – 5 percent
- Ease of travel – 5 percent
More visitors returning
The survey suggests the Maldives is increasingly becoming a repeat destination rather than a once-in-a-lifetime trip.
One in four visitors (25 percent) had visited the Maldives before. Of those surveyed, 20 percent had visited between two and five times, while 5 percent had visited six or more times. Three percent said they had visited more than 10 times.
Meanwhile, 84 percent of respondents said they intended to return.
Younger travelers and social media
Millennials remained the largest visitor group, accounting for 47 percent of tourists, followed by Generation X (24 percent), Generation Z (20percent) and Baby Boomers (8 percent).
The survey also highlighted the growing influence of social media on travel decisions.
Nearly half (46 percent) of Gen Z travelers said they first learned about the Maldives through social media, while 51 percent of Chinese visitors said social media influenced their decision to visit.
Guesthouses were particularly popular among younger travelers, with 36 percent of visitors under the age of 20 choosing guesthouse accommodation.
Visitor profile and activities
The survey found that 60% of visitors were professionals, business owners or senior managers.
Among them:
- 32 percent were professionals, including doctors, engineers and IT specialists.
- 26 percent were business owners or company managers.
- Among Indian visitors, 55 percent identified themselves as professionals.
The most popular activities during a holiday in the Maldives were:
- Snorkeling – 67 percent
- Relaxation – 63 percent
- Marine life observation – 54 percent
High satisfaction ratings
Visitor satisfaction remained exceptionally high, with 57 percent of respondents giving their holiday a perfect score of 10 out of 10.
In addition, 42 percent said their experience in the Maldives exceeded their expectations.
According to the survey, the findings demonstrate that the Maldives continues to maintain a strong competitive position in the global tourism market, with its "one island, one resort" concept and natural environment remaining among its strongest attractions.
