President Dr. Mohamed Muizzu has departed for the United Kingdom on April 1, 2025, to attend the launch of a major international tourism campaign promoting the Maldives in collaboration with one of England’s most iconic football clubs, Liverpool Football Club. The visit underscores the Maldives’ commitment to elevating its global presence as a leading travel destination, as the country intensifies its efforts to engage new markets and broaden its brand visibility on the international stage.
This campaign is part of the recently announced partnership between Liverpool Football Club and the Maldives Marketing & Public Relations Corporation (MMPRC)/Visit Maldives, which designates the Maldives as the Official Tourist Destination Partner of Liverpool FC. Announced on March 13, the collaboration is set to run for three and a half years and is strategically designed to boost the Maldives’ visibility across international markets and inspire more travellers to discover the destination’s unique charm.
As part of this broader promotional effort, Visit Maldives has already launched an outdoor advertising campaign across the UK from March 27. The campaign spans multiple platforms and locations, featuring more than 100 branded London taxis, advertisements on buses, key routes within the London Underground, major airports, and premium business lounges. These high-impact visuals aim to connect the Maldives brand with millions of potential travellers in one of Europe’s largest tourism source markets.
During his official trip, President Muizzu will engage in a range of activities that also reflect broader bilateral and educational interests. He will meet Maldivian students currently studying in the UK and tour the AXA Training Centre, Liverpool FC’s official training facility. There, the President will observe elite football coaching methods and explore opportunities to adapt similar practices within the Maldives, particularly to enhance the development of local sports training.
President Muizzu’s itinerary also includes a visit to Leeds University and Leeds Town Hall, where he is scheduled to meet with city councilors to foster dialogue on educational and community-level collaborations.
In addition to the President’s agenda, Ministers accompanying the President will hold discussions with representatives from Red Way and Liverpool FC’s youth academy to further explore joint initiatives that support tourism growth and strengthen the long-term partnership between the Maldives and the football club.
Joining the President on this high-level visit are Minister of Tourism and Environment, Mr. Thoriq Ibrahim; Minister of Sports, Fitness, and Recreation, Mr. Abdulla Rafiu; MMPRC Managing Director, Mr. Ibrahim Shiuree; and other senior officials. This visit reinforces the Maldives’ strategic vision to engage in innovative and high-impact promotional activities by leveraging world-renowned platforms and partnerships.
President Muizzu’s visit underscores the government’s commitment to promoting the Maldives as a leading luxury travel destination and expanding its global reach through strategic partnerships. President Dr Muizzu is expected to return to Malé on Saturday, April 5, 2025, following the completion of the campaign’s UK launch activities.
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