His Excellency President Dr Mohamed Muizzu attended the highly anticipated Merseyside derby between Liverpool FC and Everton on the evening of April 2, 2025, marking the official launch of a major international tourism campaign between the Maldives and Liverpool Football Club. The presence of the President at one of the Premier League’s most watched fixtures symbolises the formal commencement of a multi-year partnership aimed at promoting the Maldives as a leading travel destination to a global audience.
The collaboration, led by the Maldives Marketing and Public Relations Corporation (MMPRC) under the Visit Maldives brand, was officially announced on March 13, 2025. The agreement designates the Maldives as the “Official Tourist Destination Partner” of Liverpool FC for a period of three and a half years. By leveraging the club’s massive international following and media reach, the campaign is strategically designed to boost Maldives tourism, enhance brand recognition, and stimulate economic growth through increased visitor arrivals.
As part of this campaign, Visit Maldives launched a robust advertising effort in the United Kingdom on 2025 March 27, targeting some of the country’s most prominent public spaces. The campaign includes over 100 fully wrapped taxis in London, advertisements on red buses, the London Underground, major UK airports, and luxury airport lounges. These high-visibility placements aim to keep the Maldives top-of-mind for British travellers considering their next holiday.
In addition to street-level promotions, the partnership includes digital and stadium branding at Liverpool FC’s home matches. The Maldives brand will be featured on LED signage during Premier League games, across Liverpool’s global media platforms, and in the club’s official publications. Billboards across Europe will further target premium travel markets, offering unmatched visibility for the Maldives as a high-end, year-round travel destination.
President Dr Muizzu was joined at the match by key government officials, including Minister of Tourism and Environment Thoriq Ibrahim, Minister of Sports, Fitness, and Recreation Abdulla Rafiu, and MMPRC Managing Director Ibrahim Shiuree. Their presence underscores the national commitment to strengthening international partnerships and showcasing the Maldives on the world stage.
This strategic alliance with Liverpool FC highlights the Maldives’ evolving approach to tourism promotion, one that leverages global sports platforms to position the destination as a leading choice for travelers seeking extraordinary experiences in one of the most breathtaking locations on Earth.
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