With the announcement of a high-impact strategic collaboration with Liverpool FC, the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) is pleased to establish the Maldives as the Official Tourist Destination Partner of one of the most recognizable football teams in the world. This partnership would greatly increase the Maldives’ international recognition, draw in high-end tourists, and provide huge financial gains for the country’s travel sector. On 2nd April, during their match against Everton, the relationship was formally announced and prominently displayed on the LED boards at Anfield Stadium.
By using the club’s power to draw more tourists to the Maldives, Visit Maldives will receive unmatched exposure to Liverpool FC’s enormous worldwide audience. An estimated $100 million+ in tourism revenue is expected to be generated by the partnership, which is expected to bring over 100,000 more visitors to the Maldives in 2025.
With LED signs during Premier League home games, branding across the stadium, and marketing in the official publications of Liverpool FC, the Maldives will benefit from brand visibility at Anfield Stadium as part of this relationship. Additionally, high-value travelers in strategic markets will be the focus of billboards around Europe in partnership with the football club. With 205 million followers globally, over 211 million TV viewers each season, and 53 million social and digital followers, LFC offers a huge chance. 22 million of the club’s supporters are thinking about visiting the Maldives in the upcoming year in Visit Maldives’ primary markets alone. It will surpass its goals even if just 2% of this audience visits.
High-value activations like the opening of a Liverpool Academy in the Maldives, boosting destination branding, and bolstering sports tourism are all part of the collaboration. Liverpool FC legends’ appearances and digital engagement efforts will increase awareness and bookings, while fan zones and activations will be incorporated into Visit Maldives’ international events, fairs, and roadshows. Premium branding, marketing, and direct involvement are predicted to generate a media value of over $17 million yearly, with a projected media reach of over 397 million per season.
The strategic goal of Visit Maldives is to establish the nation as a premier luxury and eco-friendly travel destination, and this partnership supports that goal. Because of the clubs worldwide reach, Visit Maldives will be able to reach millions of ardent football fans worldwide and encourage them to book their next vacation in the Maldives.
“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 Ibrahim Shiuree, CEO & MD of Visit Maldives.
The collaboration is a major turning point in the Maldives’ tourism promotion, solidifying the country’s standing as the top choice for tourists looking for luxury, excitement, and unmatched experiences.
