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Re-Discover Maldives – The Sunny Side of Life

Maldives resort W maldives pool villa
Borders are open, resorts are opening their doors – It's time to re-discover the Maldives

Borders are open, resorts are opening their doors – It’s time to re-discover Maldives! On 15th July 2020, Maldives opened its borders to international visitors, 110 days after closing the borders as a precautionary measure against the spread of COVID-19. The government made the decision to reopen the borders, fully confident in the safety measures and preparations in place to ensure the protection of all visitors and people working in the tourism sector, including those in the resorts.

The Maldives is an archipelago of dispersed coral islands which provides for natural isolation. The signature “one-island-one-resort” concept means that visitors to the country are based in their respective resorts. Together, these unique arrangements make it easier for visitors to maintain social distancing, whilst enjoying a truly safe and isolated holiday. Moreover, all resort facilities operating in this phase have been regulated to ensure that they are in line with the COVID-19 tourism guidelines to guarantee the safety of tourists throughout their stay in the country.

COVID-19 facilities with testing, isolation, and hospitalization capabilities have been established in six regions across the Maldives. Response measures, guidelines, and protocols have been prepared and put in place, on par with international standards and requirements.

The COVID-19 cases are predominantly based in the capital city of Male’. The population of the Maldives is 557,000, whereas this number includes an estimate of Maldives’ large resident population of undocumented expatriate workers. Over 227,000 live in the Greater Male’ Area alone. The population density in Male’ City is vastly higher than any of the other islands in the country. It is, therefore, important that the country’s COVID-19 risk status be assessed in light of this population density in the urban areas and the geographical dispersal of the cases in the country.

From April to July, the Maldives managed to contain cases within the first few weeks of the outbreak through swift and stringent measures. A gradual easing of measures was introduced in July to allow economic activity to resume. Similar to other countries, the easing of measures in Male’ has led to a rise in the number of cases, but strict inter-island travel restrictions remain in order to limit the spread of the virus to other islands.

Guesthouse tourism which was due to resume in August has also been delayed as an extra precaution. As a result of a resurgence in cases in Male’, additional restrictions have been implemented in the capital city and on travel from Male’ to other islands. Out of the remaining 188 inhabited islands, just 9 islands have active cases, with an average of one case in each of those islands. Presently, a select number of resorts and liveaboards are open for tourism.

Tourism is the backbone of the Maldives’ economy and accounts for a majority share of employment for the Maldivian labor force. The industry’s roots have spread to the very heart of the island homes of the Maldives. Tourism also contributes to over a quarter of the country’s GDP and is the source of over two-thirds of the country’s foreign currency income.

COVID-19 has had an immense impact on the socio-economic lives of Maldivians and all those associated with its tourism industry. Any sudden changes to the Maldives’ risk level has a significant impact on the industry’s ability to attract visitors and therefore, the rest of the economy.

Tourists have always chosen to visit the Maldives because of the confidence they have in receiving what they dreamt of; the privacy that the country provides to every tourist in the resort, untouched natural beauty, and trusted personalized services provided in the resorts. The COVID-19 tourism regulations and the geographical dispersal of cases in the country, in addition to the naturally isolated environments provided by our islands, are what we believe make Maldives the ideal COVID-19 safe holiday destination.

Feature image by W 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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