Liverpool FC and Maldives sign Tourism Partnership

The Maldives, renowned for its breathtaking islands and luxurious resorts, has taken a bold step to enhance its global tourism reach through an exciting new partnership with Liverpool Football Club (LFC). Announced by the Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives), this multi-year agreement designates the Maldives as the official tourist destination partner of one of the world’s most iconic football clubs, covering both the men’s and women’s teams. This partnership aims to showcase the Maldives to a vast international audience, thereby driving a surge in high-value tourism to the island nation.

A Global Stage for the Maldives

Liverpool FC engages an audience of over 205 million followers globally, giving Visit Maldives an unparalleled platform to attract potential travelers. By leveraging the club’s influential reach, the Maldives plans to draw an additional 100,000 tourists in 2025, generating over $100 million for the country’s tourism revenue. Additionally, on April 2nd, during a high-profile match against Everton, the Maldives will unveil the partnership, with branding prominently displayed on LED boards at Anfield Stadium, ensuring millions of viewers worldwide see it.

This strategic alliance extends beyond brand visibility at LFC matches. Visit Maldives will place billboards across Europe, targeting affluent travelers in key markets, and secure coverage in LFC’s official publications and digital platforms. With LFC’s TV audience exceeding 211 million per season and 53 million followers on social and digital channels, the Maldives positions itself as a top destination for luxury travelers and football fans alike.

Exclusive Experiences and Sports Tourism

Moreover, this partnership offers the Maldives unique opportunities, including the creation of a Liverpool Academy in the Maldives, further boosting sports tourism. The academy will attract aspiring athletes and football fans, blending their love for the sport with the beauty of the Maldives’ stunning surroundings. In addition, additional fan zones, appearances by LFC legends, and interactive digital campaigns will further engage audiences and drive travel interest.

As a part of this effort, Visit Maldives will incorporate these activations into their global events, fairs, and roadshows, building a cohesive branding presence that emphasizes the Maldives as a luxury destination. The partnership will reach over 397 million people per season, with an expected media value of over $17 million annually, thus delivering a significant return on investment.

A Shared Commitment to Sustainability

Beyond tourism, this partnership reflects a mutual dedication to sustainability. Both LFC and the Maldives commit to protecting the environment, with LFC’s “The Red Way” program promoting sustainability in sports, while Visit Maldives champions ocean conservation and eco-friendly tourism. Since the Maldives faces challenges from rising sea levels and climate change, this collaboration highlights the importance of sustainable practices in preserving the island nation’s unique ecosystem.

Ben Latty, LFC’s Chief Commercial Officer, highlights the mutual goals of sustainability and unforgettable experiences in this partnership. Meanwhile, Ibrahim Shiuree, CEO & MD of Visit Maldives, expresses pride in aligning with Liverpool FC, noting that the collaboration will bring the Maldives closer to millions of passionate football fans and offer them a once-in-a-lifetime opportunity to experience the “Sunny Side of Life.”

Forging a New Era in Global Tourism

This partnership between Visit Maldives and Liverpool FC marks a significant milestone in the Maldives’ tourism marketing strategy. Not only does it strengthen the Maldives’ position as a premier luxury destination, but it also connects with global football fans, inviting them to experience the beauty and tranquility of the islands. Ultimately, by combining world-class tourism with the passion of football, the Maldives aims to capture the hearts of millions, inspiring them to choose the Maldives for their next unforgettable adventure.

In a headline-making feat, President Dr Mohamed Muizzu of the Maldives set a new world record for the longest press conference by a sitting world leader, speaking for an astonishing 14 hours and 54 minutes. He began at 10:00 a.m. on Saturday and continued well past midnight into Sunday. The event, held on World Press Freedom Day, featured President Muizzu actively answering questions from journalists and the public, pausing only briefly for prayer.

Previously, Ukrainian President Volodymyr Zelensky had held the record after speaking for 14 hours in 2019 during a similar Q&A format. Before that, Belarusian leader Alexander Lukashenko claimed the title with a seven-hour conference. Now, with this new milestone, President Muizzu not only made headlines but also added another chapter to the Maldives’ history of record-setting leadership, such as the famous underwater cabinet meeting in 2009 that highlighted climate change.

Economic Reforms Impacting the Tourism Sector

Throughout the nearly 15-hour exchange, President Muizzu addressed a wide array of topics. Most notably, he discussed recent changes in the nation’s economic framework that directly affect the travel industry. For instance, he highlighted the new Foreign Exchange Act, introduced in January 2025, which requires tourism-related foreign earnings to go through official banking channels. According to President Muizzu, this move has already brought USD 214 million into the formal system this year. As a result, it has helped stabilize foreign reserves and improve access to foreign currency for travelers.

Maldives 2.0: A Vision for Digital Transformation

In addition, President Muizzu introduced “Maldives 2.0,” a digital transformation initiative designed to modernize public services and reduce corruption. These are steps that aim to streamline experiences for both locals and international visitors. Moreover, he explained that this initiative includes partnerships with countries like Estonia to build a stronger digital infrastructure. From healthcare improvements to digitalized governance, the plan reflects how the Maldives intends to better serve residents and guests alike.

Ultimately, with its turquoise waters and coral islands continuing to attract global attention, the Maldives is not just evolving as a luxury destination but also strengthening its position as a leading destination for travelers seeking both natural beauty and innovative progress.

Maldives Signs Partnership with Liverpool FC as Official Tourist Destination

A Global Stage for the Maldives

Exclusive Experiences and Sports Tourism

A Shared Commitment to Sustainability

Forging a New Era in Global Tourism

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