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Tourism Minister Meets British High Commissioner and Chinese Ambassador

Tourism Minister Dr. Mausoom
Minister of Tourism Dr. Abdulla Mausoom has met with the British High Commissioner and Ambassador of China to the Maldives.

Minister of Tourism Dr. Abdulla Mausoom has met with the British High Commissioner to Maldives H.E. Ms. Caron Rohsler today, 14th September 2020. Minister Mausoom has also met Ambassador of China to the Maldives, H.E. Mr. Zhang Lizhong.

According to the Ministry of Tourism, Minister Mausoom discussed sustainable tourism development initiatives in Maldives and ways to further increase tourist arrivals from the UK with British High Commissioner. Furthermore, discussions with the Chinese ambassador was focused on further enhancing the cooperation in travel and tourism between Maldives and China.

Earlier, Minister Mausoom has also held discussions with the Japanese ambassador to the Maldives, HE Ms. Keiko Yanai. Likewise, the minister discussed with the Japanese ambassador regarding cooperation on travel and tourism between Maldives and Japan. In addition to that, the Minister also met the High Commissioner of India to Maldives H.E. Sunjay Sudhir.

Both ministry and the Maldives Marketing and Public Relations Corporation (MMPRC) has been taking up the effort to promote the Maldives in various destinations following the border reopening on 15th July 2020. In order to extend the efforts of providing travelers a safe holiday experience, the Maldives has also made it mandatory for travelers to submit a negative PCR test from 10th September 2020.

MMPRC earlier this month concluded the first 3 sessions of its Webinar series. During these sessions, the impacts of COVID-19 are discussed and emphasis is given on the recovery strategies in the tourism industry. Furthermore, the new norms in traveling are also highlighted in order to give participants a better understanding and rebuild their confidence in the destination as a “safe haven” for tourists.

Tourist arrivals to the Maldives was recorded at 7,628 in the month of August. Tourism minister Dr. Abdulla Mausoom earlier revealed a goal to welcome 500,000 in 2020. However, the minister indicated 120,000 is the lowest figure for the remainder of the year.

Feature image by Ministry of Tourism
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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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