Tourism and Environment Minister Thoriq Ibrahim has said the government’s promotional partnership with Liverpool Football Club is expected to draw a significant number of additional tourists to the Maldives, particularly in the high-end segment. Speaking to state media, the Minister outlined how the campaign would support efforts to exceed this year’s official arrival target of 2.3 million visitors.
The co-branded campaign, launched in the United Kingdom, includes the Maldives being promoted at Liverpool’s Anfield Stadium and across various media platforms associated with the club. According to the Minister, the campaign has the potential to bring in more than 100,000 additional visitors annually.
Promotional activities under the partnership include advertising in London via taxis and buses, digital billboards, and in-stadium telecasts during Liverpool matches. The campaign also involves Liverpool’s Red Way initiative, which will bring former players and fans to the Maldives to engage in environmental and social programmes.
The Minister said Liverpool’s global audience, including its substantial reach on social media platforms, presents a valuable opportunity to promote the Maldives as a luxury destination. He also described the President’s visit to Liverpool to launch the campaign as a productive one, involving meetings with club officials and former players.
In addition to tourism promotion, the Minister of Sports, Fitness and Recreation, Abdulla Rafiu, also speaking to the state media, said discussions were held on technical assistance for football development in the Maldives. Talks with senior officials of Liverpool International Academy included the possibility of establishing a Liverpool FC Academy in the country. The discussion covered requirements for facilities, potential coach training opportunities, and the involvement of a dedicated coach from the club to be based in the Maldives.
The next step, according to Rafiu, will be for Liverpool FC to present detailed plans to the Maldivian government to move discussions forward.
