The Maldives Marketing and Public Relations Corporation (MMPRC), also known as Visit Maldives, has announced a strategic partnership with Liverpool Football Club (LFC), designating the Maldives as the club’s Official Tourist Destination Partner. This landmark collaboration aims to increase global visibility, attract high-value tourists, and generate substantial economic benefits for the island nation’s tourism industry.
According to the Ministry of Tourism of the Maldives, the partnership is expected to draw over 100,000 additional visitors to the Maldives in 2025, contributing an estimated $100 million in tourism revenue.
Expanding Global Reach Through Football Tourism
The official launch of the partnership will take place on April 2, 2025, during Liverpool’s highly anticipated Premier League match against Everton, where Visit Maldives branding will be displayed on LED boards at Anfield Stadium.
Through this collaboration, Visit Maldives will leverage LFC’s global reach, which includes:
- 205 million social media followers worldwide
- 211 million TV viewers per season
- 22 million Liverpool FC fans interested in visiting the Maldives
If just 2% of LFC’s engaged audience chooses the Maldives as their next destination, the campaign will surpass its tourism growth targets, reinforcing the Maldives’ status as a premier luxury and adventure destination.
Strategic Marketing & Destination Branding
The agreement includes exclusive brand visibility at Anfield Stadium during Premier League home matches, as well as:
- Advertising across Liverpool FC’s official digital platforms and publications
- Billboard campaigns across Europe targeting key tourism markets
- LFC-themed fan zones at international events and activations
This sports marketing initiative aligns with the Maldives’ tourism diversification strategy, as highlighted by the Maldives Integrated Tourism Development Plan (MITDP), which aims to broaden the nation’s appeal beyond traditional luxury travelers.
Innovative Activations & Long-Term Impact
Beyond traditional advertising, the partnership introduces exciting sports tourism initiatives, including:
- A Liverpool FC Academy in the Maldives, fostering local football talent and strengthening the Maldives’ global reputation as a sports tourism hub.
- Appearances by Liverpool FC legends at international tourism events and roadshows.
- Interactive fan engagement campaigns to promote the Maldives across social media and football fan communities.
With an estimated media reach exceeding 397 million per season and an annual media value of over $17 million, Visit Maldives expects a significant return on investment from this high-profile collaboration.
A Vision for the Future
According to Ibrahim Shiuree, CEO & MD of Visit Maldives, this partnership is part of the Maldives’ long-term tourism vision, integrating luxury, sustainability, and experiential travel to position the Maldives as a world-class holiday destination.
“Football and travel bring people together, creating unforgettable moments. Through this partnership, we aim to inspire millions of fans to experience the Maldives – a destination where dreams become reality,” said Shiuree.
By tapping into the passion of football fans worldwide, Visit Maldives is set to further establish the country as a top-tier tourism destination, driving record-breaking visitor arrivals in 2025 and beyond.
The post Maldives Partners with Liverpool FC to Boost Tourism appeared first on Travel And Tour World.
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