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Amilla Maldives Signs Manta Trust Responsible Operator Partnership

Amilla Maldives Signs Manta Trust Responsible Operator Partnership
Amilla Maldives has teamed up with the Manta Trust to help protect the world-famous manta destination at on its doorstep, Hanifaru Bay.

With the world-famous manta destination of Hanifaru Bay on its doorstep, Amilla Maldives Resort wanted to do more to help protect these magnificent creatures. So Amilla Maldives has teamed up with the Manta Trust, an NGO dedicated to protecting manta rays and the marine ecosystems they inhabit. Now, as a Manta Trust Responsible Operator hotel partner, Amilla is officially committed to minimising the impact its guests have on the mantas and mobula rays they encounter.  

Manta Season runs from April to November in Baa Atoll, Maldives. Peak time is July, and when the lunar, tidal and weather conditions are perfect something magical happens in the atoll’s horseshoe-shaped Hanifaru Bay. Some of the largest aggregations of mantas in the world gather in the bay to gorge upon zooplankton trapped there. This manta ‘feeding frenzy’ is a remarkable phenomenon and the subject of much scientific interest. It’s only 15 minutes away from Amilla Resort by speedboat.

As part of the Baa Atoll UNESCO World Biosphere Reserve, access to Hanifaru Bay is monitored and there is a ticket system to limit the number of visitors itching to swim with the wild mantas there. But sadly, not every tour operator considers the well being of the manta rays, and not every guest is informed of how to behave around these gentle giants. 

Since Amilla’s H.U.B Water sports Centre runs trips for guests to Hanifaru Bay during Manta Season, as well as multiple manta cleaning stations in the area, the Amilla Islanders decided to play their part in helping to ensure the protection of the mantas by teaming up with the Manta Trust’s Maldivian Manta Ray Project and signing its Responsible Operator Agreement. 

This ensures Amilla’s guests are educated on sustainable manta tourism using the project’s Swim With Mantas resources (including manta encounter guidelines) before they encounter them. Manta encounter guidelines include staying at least 3m (10ft) away from the mantas and not touching them (as your touch can damage the delicate membrane covering their skin). 

The Maldives has the world’s largest known population of reef mantas – around 5,000 individuals. Manta ray tourism in the Maldives generates an estimated US $8.1 million per year in direct revenue.

To find out more about Amilla’s manta ray excursions, email stay@amilla.com.

Feature image by Amilla Maldives

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Maldives Signs Partnership with Liverpool FC as Official Tourist Destination

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.

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