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Qatar Airways and Visit Maldives Agree on Strategic Partnership

Qatar Airways and Visit Maldives Partnership
Qatar Airways and Visit Maldives have agreed on a strategic partnership to further grow international tourism to the tropical island retreat.

Qatar Airways and Visit Maldives have agreed on a strategic partnership to further grow international tourism to the tropical island destination. The agreement brings together an airline and destination that have been leaders throughout the pandemic in providing safe, reliable and luxurious travel experiences despite the many challenges.

According to Qatar Airways, the strategic partnership will see the two organisations collaborate on marketing activities in several markets around the world to further grow international visitor numbers to the Maldives, maximising the opportunities provided by Qatar Airways’ extensive global network of over 140 destinations.

Less than a year after being the first international airline to resume services to the Maldives in July 2020 with daily flights, Qatar Airways expanded operations to four daily on 1 July 2021. Passengers travelling to the Maldives can enjoy the airline’s renowned 5-star service on board a mix of the airline’s state-of-the-art Airbus A320 and Boeing 777 aircraft.

The Maldives has always been a strategically important destination in our network, as demonstrated by our airline being the first to resume international services and our rapid expansion of flights from daily to four daily in less than 12 months. This partnership with Visit Maldives is a natural next step in achieving both of our organisations’ long term objectives for this route and we look forward to working closely with Visit Maldives to help further grow international tourism to the Maldives.

Qatar Airways Group Chief Executive, His Excellency Mr Akbar Al Baker

Since reopening the borders for international travellers on 15th July 2020, the Maldives has been hailed as a major tourism success story amidst the pandemic. With an arrival figure of almost one million travellers, the Maldivian tourism industry is on the path to achieving pre-pandemic arrival figures.

Qatar Airways was there to reopen the Maldives borders and restart tourism. The touchdown of Qatar Airways flight QR672 from Doha to Male on 15th July 2020, with 129 passengers was a new beginning for the airline as well as the Maldives. Since then the presence and frequency of flights has been increasing. Being amongst the top three passenger carriers to the Maldives, we appreciate the support and engagement of Qatar Airways in the Maldives tourism recovery.

With the addition of these new frequencies to Maldives, Qatar Airways is sending a strong message to the world, a commitment, that when the borders and gates open they will be there. We are glad they are here in the Maldives. Thank you Qatar Airways for being an important partner of the Tourism Success Story of Maldives.

Maldives’ Minister of Tourism, Hon. Dr. Abdulla Mausoom.

Travellers from the Middle East region were among the leading arrivals to the Maldives post the lockdown period and continue to grow stronger day by day.

The success of the Maldivian tourism industry can be attributed to the blessings of the natural socially-distanced geography of the Maldives and the immense effort undertaken by all relevant industries in the Maldives.

In addition to that, stringent measures are undertaken at every step of the process to ensure the utmost safety and wellbeing of travellers, tourism industry employees, and the local community.

Feature image by Qatar Airways

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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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