Visit Maldives Corporation is seeking to broaden the country’s destination image beyond beaches and luxury resorts by placing Maldivian island culture at the centre of its Eid coverage this year.
The corporation will provide daily digital coverage of Eid celebrations from Raa Atoll Meedhoo from 26 to 30 May, showcasing local traditions, community gatherings, and cultural performances through its social media platforms and digital channels. The initiative is aimed at giving international audiences a closer look at how Eid is celebrated in Maldivian island communities.
The five-day coverage will include daily updates, feature segments, and behind-the-scenes storytelling from Meedhoo. Visit Maldives said the campaign will highlight the role of living traditions and local communities in shaping the Maldives’ wider tourism identity.
Among the traditions to be featured is Vedhuma Dhiyun, a longstanding custom in which groups of islanders formally seek permission from community elders and leaders to begin Eid festivities. The practice reflects the communal structure and cultural continuity that remain central to island life.
The campaign will also feature Bodu Mas, one of the Maldives’ most recognisable Eid traditions. Meaning “big fish” in Dhivehi, the celebration involves a large fish structure made from woven coconut palm leaves, which is carried through the island as part of a lively community gathering linked to the country’s seafaring heritage.
Another highlight will be Maali Neshun, a traditional performance in which participants dress as mythical figures and spirits using handcrafted costumes made from coconut leaves and local materials. The performance is accompanied by boduberu drumming and forms one of the most visually distinctive parts of island Eid celebrations.
Visit Maldives will also showcase Koadi Kendun, a traditional community event centred around a decorated wooden structure made from coconut palm materials. The celebration combines performance, competition, and artistic expression, reflecting both older customs and evolving forms of island creativity.
Speaking about the initiative, Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation, said showcasing living traditions and community celebrations remains an important part of destination storytelling.
“The Maldives is shaped not only by its natural beauty, but also by the traditions, people, and communities that continue to preserve our cultural identity. Through this campaign, we want global audiences to experience the warmth, creativity, and spirit of a Maldivian island Eid in an authentic and meaningful way,” he said.
Shiuree also acknowledged the support of the people of Raa Meedhoo, particularly the communities of Hulhangu Avah and Irumathi Avah, as well as the Raa Meedhoo Island Council, for helping facilitate the initiative and bring the island’s Eid celebrations to wider audiences.
Following the daily coverage period, Visit Maldives plans to release long-form storytelling content on its YouTube platform from next month onwards. The content will include in-depth features, interviews, and cultural narratives from Raa Meedhoo and its Eid celebrations.
The campaign forms part of Visit Maldives’ broader effort to promote the Maldives as a destination shaped not only by natural beauty, but also by its communities, cultural heritage, and living traditions.
