One in four visitors return to Maldives, survey shows strong repeat interest

One in four tourists who visit the Maldives return for another holiday, according to new statistics released by the Ministry of Tourism. The Maldives Visitor Survey 2025 shows that the country continues to attract repeat travellers despite being a long-haul, premium destination.

The survey found that 78 percent of respondents chose the Maldives as their first-choice destination, underscoring the country’s strong global appeal. A further 19 percent said the Maldives was among their top preferred destinations.

Thailand and neighbouring Sri Lanka were identified as the most common alternative destinations considered by visitors, followed by Bali, Dubai and Mauritius, all popular island or beach destinations with similar appeal.

Clean beaches remain one of the Maldives’ strongest pull factors. According to the survey, 11 percent of visitors said they travelled specifically for the beaches and marine environment, while five percent cited safety as a key reason for choosing the Maldives.

The report also highlights the Maldives’ long planning cycle. Most visitors decide on their trip three to twelve months before arrival, reflecting the country’s position as a high-value, carefully planned holiday. Travellers staying at resorts and liveaboards tend to plan even further in advance.

The survey shows that 73 percent of respondents were first-time visitors, while 20 percent had visited between two and five times. Three percent reported visiting the Maldives more than ten times, demonstrating a loyal repeat segment. The report notes that while the Maldives is primarily a first-time destination, one in four visitors return, revealing what it describes as a “strong, under-leveraged loyalty opportunity” for the industry. 

Visitor satisfaction remains exceptionally high. Seventy-seven percent of respondents said they were satisfied with their holiday experience, while 84 percent expressed a desire to return, a key indicator of the Maldives’ strong advocacy base.

Industry analysts say this loyalty trend suggests room for resorts, guesthouses and safari operators to strengthen retention strategies, including return-guest benefits, loyalty discounts and personalised offers, measures that could convert first-time visitors into long-term repeat travellers.