New marketplace connects island storytellers with tourism partners and international audiences
Visit Maldives Launches Creatoll Platform for Global Content Creators
H.E. Thoriq Ibrahim, Minister of Tourism and Environment, Maldives joined Mr. Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation, at the Maldives Culture and Food Festival 2025 to officially launch Creatoll – a platform designed to empower photographers, videographers, and content creators while elevating Maldivian content on the global stage.
Creatoll functions as a dedicated content marketplace where creators can professionally showcase, license, and monetize visual content highlighting the destination. The platform’s name – blending “create” and “atoll” -reflects the concept that compelling storytelling can emerge from every corner of the archipelago, recognizing talent exists across the islands.
At launch, Creatoll features curated visual content capturing authentic island experiences, local culture, natural environments, and everyday Maldivian life. The platform will expand over time to support broader creative assets as it develops.
Empowering Local Creative Economy
For Maldivian creators, the platform addresses a critical challenge: accessing international opportunities without established networks or representation. Creatoll provides direct pathways to global markets while allowing creators to maintain professional visibility and content ownership – strengthening the creative economy and creating sustainable career opportunities across the islands.
“Creatoll is designed to put creators at the centre of how the Maldives is represented globally,” said Ibrahim Shiuree. “For local creators, it opens doors to international exposure and sustainable creative careers. At the same time, it allows us to collaborate with visiting creators whose work reflects the true spirit of the Maldives, ensuring our destination is promoted through authentic and meaningful storytelling.”
The initiative supports VMC’s broader strategy of diversifying destination marketing beyond traditional advertising channels. Rather than relying solely on agency-produced campaigns, Creatoll enables the destination to harness authentic creator perspectives – particularly valuable in an era where travelers increasingly trust peer-generated content over polished advertisements.
Authentic Storytelling Standards
International creators can also earn through the platform, provided their content authentically represents the Maldives. This dual approach – welcoming both local and visiting creators – aims to build a diverse yet place-focused content library rooted in genuine destination experiences.
The authenticity requirement distinguishes Creatoll from generic stock photo platforms. VMC is positioning the marketplace as a curated space where content must reflect real Maldivian experiences rather than generic tropical imagery that could represent any beach destination.
Tourism partners, brands, and businesses can license content directly through the platform, creating revenue streams for creators while providing authentic visual assets for marketing campaigns, websites, and social media. This expands access to high-quality Maldivian content for the tourism industry while ensuring creators are fairly compensated.
Strategic Marketing Evolution
Creatoll represents a strategic evolution in destination marketing, acknowledging that modern travelers seek authentic experiences and trust content from real visitors and local voices. The platform aligns with broader tourism industry trends toward user-generated content, influencer partnerships, and community-based storytelling.
For the Maldives – facing increasing competition from regional destinations and working to diversify beyond luxury resort imagery – empowering creators to tell varied stories about local culture, community life, and authentic experiences supports broader strategic goals articulated in the Fifth Tourism Master Plan.
The launch marks VMC’s commitment to creator empowerment and recognizes that effective destination marketing increasingly depends on authentic voices rather than solely institutional campaigns. By providing infrastructure for creators to professionally monetize their work while maintaining content quality standards, Creatoll aims to build a sustainable ecosystem that benefits both storytellers and the destination’s global reputation.
As the platform evolves, its success will be measured not just by content volume but by whether it genuinely amplifies Maldivian voices, strengthens the creative economy, and reshapes how international audiences perceive the destination beyond resort walls.nal audiences perceive the destination beyond resort walls.
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