Visit Maldives Corporation has signed a Memorandum of Understanding with Australian travel platform Luxury Escapes, appointing the company as its official representative across Australia and New Zealand.
The agreement was formalised on 15 May at Luxury Escapes’ Melbourne headquarters, with VMC chief executive Ibrahim Shiuree and Luxury Escapes co-founder and CEO Adam Schwab signing on behalf of their respective organisations.
Under the MoU, both parties will roll out a joint programme of trade, consumer, and media activity designed to lift the Maldives’ profile in the Australian market. Planned initiatives include travel agent training, trade events, destination showcases, webinars, and digital and print campaigns targeted at Luxury Escapes’ consumer base. A dedicated Maldives feature on Luxury Escapes TV is also in the works, alongside a familiarisation programme for media representatives.
The partnership lands at a significant moment for the destination, coinciding with the launch of new direct flights from Melbourne to the Maldives – a development both parties say will meaningfully shift the destination’s accessibility for Australian travellers.
“This new accessibility will drive not only visitation but also destination desirability,” said Schwab.
Shiuree added that Australia remains a priority source market for VMC, and that the Luxury Escapes tie-up would deepen connections across both trade and consumer channels in Australia and New Zealand.
The agreement is structured as a value-in-kind collaboration, with both organisations contributing marketing resources, industry reach, and expertise rather than a financial exchange.
