His Excellency President Dr Mohamed Muizzu has concluded his official visit to the United Kingdom, where he led the formal launch of an international tourism promotion campaign in collaboration with Liverpool Football Club, under the “Visit Maldives” brand managed by the Maldives Marketing & Public Relations Corporation (MMPRC). The visit marks a significant step in the Maldives’ global tourism strategy, leveraging one of the world’s most recognized football brands to boost the country’s visibility in key European markets.
A key highlight of the visit was President Dr Muizzu’s attendance at the Merseyside derby between Liverpool FC and Everton, one of the Premier League’s most high-profile fixtures. The match served as the ceremonial launch of the Maldives–Liverpool FC co-branded tourism campaign, which is part of a three-and-a-half-year strategic partnership announced in March. The initiative is expected to generate significant exposure for the Maldives, reaching millions of fans worldwide through digital platforms, stadium signage, and targeted promotions.
As part of the promotional campaign, Visit Maldives rolled out a comprehensive advertising strategy across the United Kingdom on March 27. This three-month campaign includes over 100 fully branded London taxis, advertisements on buses, the London Underground, major airports, and business-class lounges, ensuring wide visibility in premium travel segments. The campaign also includes branding during Liverpool FC’s home matches, LED signage, content placements in official club publications, and billboards across Europe, targeting high-value travellers and elevating the Maldives’ status as a top-tier destination.
In addition to the tourism promotion activities, President Dr Muizzu engaged in several high-level meetings during his visit. He met with the Lord Mayor of Leeds, Councilor Abigail Marshall Katung, and Tracy Brabin, Mayor of West Yorkshire, where discussions focused on development cooperation, sustainable infrastructure, and tourism sector collaboration. The President also held talks with UK MP Alex Sobel and senior officials from the City of Leeds, exploring opportunities in clean energy, climate financing, digital transformation, and education.
Further strengthening the Maldives’ international academic ties, President Dr Muizzu visited the University of Leeds, his alma mater, where he met with senior academic leadership to discuss collaborative initiatives in research, healthcare education, and STEM development. He also visited the AXA Training Centre of Liverpool FC, where he explored the club’s elite football training facilities and discussed future opportunities for knowledge exchange in sports development.
Demonstrating a strong commitment to supporting Maldivians abroad, President Dr Muizzu hosted a luncheon for Maldivian students residing in the UK, where he listened to their experiences and reiterated the government’s commitment to resolving common challenges, including financial and administrative support. In line with this commitment, he reinstated No. 9 Rosemont Avenue in London as the official premises of the Maldivian Students’ Association–UK, restoring the historic property as a student hub and accommodation facility.
The visit underscored the Maldives’ focus on strategic international partnerships to diversify its tourism markets, expand brand visibility, and create sustainable economic growth through innovation, culture, and global engagement.
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