Maldives’ 100,000th tourist since the international border reopened in July, Ms. Jasmin Burki, is enjoying a diving holiday in Embudu Village.
Maldives’ 100,000th tourist since the international border reopened in July, Ms. Jasmin Burki, is enjoying a diving holiday in Embudu Village, located in south Male’ Atoll.
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Ms Burki and her partner arrived in Male’ from Switzerland on 12 December, on an Emirates flight. Upon arrival, she was informed by MMPRC and Maldives Immigration officials that she was the 100,000th visitor since the international border reopened. She posed for photos and received prize gifts.
“It was a bit unexpected but we are delighted and feel honoured to have been selected as the 100,000th guest,” said Ms. Burki.
“We got from the terminal to outside very quickly, it was a smooth process at the airport. We are very happy for being the lucky 100,000th guest, we were grateful for the gifts.” she further added.
“From Embudu, we got a free room upgrade to a Water Villa, a special beach dinner, and a special cake. Thank you!”. Ms. Burki further said she chose to holiday in Embudu Village primarily because of the resort’s reputation for excellent scuba diving.
“We wanted to do diving in the colourful house reef and [amongst the] rich marine life in the Maldives. Embudu Village is one of the best dive attractions in Maldives,” she said.
Embudu Villages’ dive school is operated by Diverland Maldives, one of the Maldives’ most experienced dive operators who have been taking guests diving since 1986. The resort is close to some of the country’s most famous dive sites, including Lion’s Head and Wadoo Cave.
Embudu Village is owned and operated by Kaimoo Resorts & Hotels. The wholly owned hospitality business operates Summer Island Maldives and Equator Village in additon to Embudu. Furthermore, Kaimoo also owns and operates two city hotels in Male’; Mookai Hotel and Mookai Suites.
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
