The Maldives is expected to experience significant growth in its high-end tourism sector following the launch of a major international promotional campaign in collaboration with Liverpool Football Club, according to Minister of Tourism and Environment Thoriq Ibrahim. The initiative, which forms part of a wider strategy to elevate the Maldives’ global profile, aims to attract new traveller segments and strengthen the country’s reputation as a leading luxury destination.
Speaking to PSM – state media, Minister Thoriq highlighted the immense global exposure the Maldives is receiving through its partnership with Liverpool FC, one of the most followed football clubs in the world. With access to a fanbase exceeding 200 million supporters, the campaign offers a unique opportunity to connect with potential travellers in key markets across Europe, Asia, and beyond.
The co-branded campaign officially launched during President Dr Mohamed Muizzu’s recent visit to Liverpool, United Kingdom. As part of the initiative, the Maldives is being prominently featured at Liverpool FC’s iconic Anfield Stadium through high-visibility advertising and branding during Premier League matches. Additional exposure is being achieved through Liverpool FC’s digital platforms, which have a media reach of nearly 397 million people globally.
Minister Thoriq noted that the partnership is expected to draw over 100,000 additional tourists to the Maldives annually, helping to exceed the government’s 2025 visitor target of 2.3 million. He described the collaboration as a strategic milestone in the country’s tourism development agenda, particularly for its luxury segment.
The campaign extends beyond stadium branding. Promotional activities are underway across London, including advertisements on red buses, billboards, and fully branded taxis, as well as commercial placements during live match broadcasts. These efforts are designed to create sustained awareness among travellers planning long-haul leisure travel, especially from Europe.
In line with Liverpool FC’s Red Way initiative, the collaboration will also involve bringing Liverpool legends and international visitors to the Maldives to participate in environmental and social projects, further aligning the campaign with the Maldives’ sustainability goals.
Minister Thoriq praised President Dr Muizzu’s leadership in facilitating this strategic partnership and underscored the government’s commitment to leveraging global sports platforms for tourism growth. He reiterated that aligning with world-renowned football institutions will play a critical role in expanding the Maldives’ reach in competitive global markets and securing its position as a preferred destination for premium travel experiences.
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