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Tourism Minister Participates in 6th Global Tourism Crisis Committee Meeting

maldives tourism minister participating in 6th Global Tourism Crisis Committee Meeting
Maldives Minister of Tourism, Dr. Abdulla Mausoom has participated in the 6th Global Tourism Crisis Committee Meeting.

Maldives Minister of Tourism, Dr. Abdulla Mausoom has participated in the World Tourism Organization (UNWTO)’s 6th Global Tourism Crisis Committee Meeting. According to a tweet by the Ministry of Tourism, discussions were focused on coordinated, resilient, and safer tourism. Furthermore, discussions also involved formulating and implementing a harmonized protocol for travel.

The Global Tourism Crisis Committee Meeting brings together key UN agencies, the chairs of its Executive Council and Regional Commissions, and private sector leaders. Tourism is the economic sector that has been hardest hit by COVID-19. Thus, the UNWTO-led Committee holds these regular virtual meetings.

According to the figures by the Ministry of Tourism, as of 14th October 2020, Maldives has recorded 26,720 tourist arrivals since the border reopening. In addition to that, Russia was the leading tourist source market with 4,817 tourist arrivals. Ministry predicts that with the resumption of guesthouses, tourist arrivals will further increase as well. For now, guesthouses outside the Greater Male’ Region are open for tourists.

This month, from 1st to 3rd October 2020, the island archipelago welcomed 1,817 tourists. While from 4th to 10th October, Maldives recorded 3,867 tourist arrivals. In addition to that, from 11th to 14th October, the country recorded 2,169 tourist arrivals with a daily average of 542 tourists.

Earlier, Tourism Minister, Mausoom has also revealed in a tweet that over 55% of tourist beds are now operational in the Maldives. And the country has extended the entrance PCR test validity period from 72 hours to 96 hours. This extension solves the inconvenience of weekend overlap for PCR test results. Thus, the extension is an advantage for those who have to take flights on weekends or a Monday.

Also read: Tourism Minister Delivers Opening Remarks at Travel Connect Webinar

Tourist arrivals to the Maldives have been gradually increasing since the border reopening on 15th July 2020. Maldives tourism ministry hopes to make the island archipelago a safe destination for travelers while keeping the momentum going.

Feature image by the Ministry of Tourism via Twitter
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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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