This study highlights the unique features including variable thermal conductivity and molecular diffusivity in a rotating Maxwell nanofluid magnetohydrodynamic flow through a permeable medium. The analysis is conducted considering Cattaneo-Christov (C–C) heat flux, higher-order chemical reaction, and heat generation/absorption, respectively. The foresee model is assisted by the convective heat and mass conditions at the boundary of the surface. The governing equations are reorganized into nondimensionalized ODEs via a similarity procedure. The solution to the problem is attained via the bvp4c inbuilt function of MATLAB software. The behavior of the parameters versus associated profiles is displayed through illustrations and in tabular formation. It is noted that the velocity of the fluid is reduced against the incremented rotation parameter. Furthermore, the fluid temperature drops versus rising values of the thermal relaxation parameter. Nevertheless, it upsurges against the augmented thermal conductivity parameter. The authentication of the envisaged model is also added to this study.