Dive and Travel Awards hosted by the Marine Diving Fair 2020 has crowned the Maldives as Dream Dive Destination.
Dive and Travel Awards hosted by the Marine Diving Fair 2020 has crowned the Maldives as Dream Dive Destination. This is the 12th constructive year the Maldives claimed the prestigious Dream Dive Destination award. Marine Diving Fair is an annual scuba diving and beach resorts fair that takes place in Tokyo, Japan.
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The Marine Diving Fair is a platform created to cater to a large number of scuba divers and marine enthusiasts. Likewise, it has been noted that the diving segment of Maldives attracts the most visitors from Japan. Thereby, the Marine Diving Fair opens a great opportunity for reaching travelers focusing on the diving segment.
The Fair has been a great platform to strengthen the market presence of the Maldives in Japan and the Southeast Asia region. Maldives Marketing & Public Relations Corporation (MMPRC) has been doing continuous marketing activities in the Japanese market and in other global markets as well, focusing on the online & digital advertising opportunities.
Some of the main activities recently conducted include VisitMaldives later campaign on social media platforms, Maldives: The Sun Will Shine Again, Facebook live event, and under the Rediscover Maldives campaign, the webinar series conducted which will be used to share information about the new norms in traveling to Maldives and showcasing the experiences that await tourists here in paradise. The series of webinars will focus on the different markets including Japan, Southeast Asia region, and other major markets to Maldives.
The Japanese market is ranked 10th among the source market to the Maldives based on the February 2020 arrival statistics. By the end of February 2020, 4,052 Japanese arrivals were recorded, which is a growth of 2.4% compared to the previous year. In 2019 a total of 44,251 arrivals were recorded, which is a growth of 4.6%. With the continued positive growth in arrivals from the market, Maldives is hopeful and ready to welcome tourists back and to ensure that it’s a safe haven for all.
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.
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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.
Liverpool FC, Liverpool Football Club, maldives, mmprc, Tourist Destination, Visit Maldives
