As of November 12, 244,000 Chinese tourists had visited the Maldives in 2024, accounting for approximately 14.1% of the total tourist arrivals. This figure represents 86% of 2019 levels, with China reclaiming its position as the top source market for Maldives tourism for the first time since the pandemic.
According to Flight Master, flights between China and the Maldives in 2024 have already surpassed pre-pandemic levels, with a recovery rate of 144%. The Maldives’ national airline recently announced the launch of new direct flights from Beijing, Shanghai, Chengdu, and Xi'an, starting January 2025.
Despite the optimistic outlook, uncertainty looms over the industry. Recent reports reveal that in the past month, flight cancellations to the Maldives by China’s Capital Airlines and Sichuan Airlines have surged to 88% and 75%, respectively.
Additionally, some travel agencies have seen their November-December bookings drop by half.
A charter flight operator noted a shift in travel patterns - while only 1%-2% of Chinese tourists previously opted for stays on local inhabited islands, this figure now approaches 20%. Many tourists are also choosing connecting flights to the Maldives to save on airfare.
An industry professional reported a “steep decline” in Maldives travel agency bookings after October, describing a 50% year-over-year drop. The competitive domestic tourism market in China, driven by post-pandemic demand and new players, is seen as a key factor contributing to the slowdown.
Following the pandemic, the expectation of booming outbound tourism led to a surge in new travel agencies. However, with limited market growth, competition intensified, resulting in fewer bookings per agency.
The rise of social platforms like Douyin and Xiaohongshu has further disrupted the market, with influencers and individuals offering Maldives travel services, intensifying competition.
