Minister of Tourism and Environment Thoriq Ibrahim has stated that the tourism promotion campaign launched in collaboration with Liverpool Football Club (Liverpool FC) will significantly increase the number of tourists visiting the Maldives, particularly in the luxury travel market.
Liverpool FC, one of the most iconic and successful football clubs in the world, has formed a partnership with the Maldivian government to promote the Maldives as a premier tourist destination. Under the partnership, the Maldives will be promoted at Liverpool's Anfield Stadium. The co-brand campaign was officially launched in the United Kingdom this week, in the presence of President Dr Mohamed Muizzu.
Speaking on the campaign, Minister Thoriq told PSM News that the partnership with Liverpool FC has paved the way for the Maldives to be promoted among over 200 million Liverpool fans. The exposure will significantly increase the number of tourists visiting luxury resorts in the Maldives, he said.
The Minister further said with the Liverpool partnership, it is expected that the number of tourists visiting the Maldives this year will exceed the government’s tourism arrival target of 2.3 million visitors this year. The partnership alone is expected to attract more than 100,000 tourists annually, he said.
"Liverpool has reached 397 million people through its social media platforms. This is a great opportunity to provide information about Maldives tourism to this audience,” the Minister said.
The Minister also shared some of the activities that will be carried out under the Liverpool Partnership. While the club will promote Maldives in London, United Kingdom, through advertisements on taxis and buses, the country will also be advertised on digital billboards and telecasts during matches at Anfield. In addition, Liverpool’s Red Way initiative will also bring club legends and tourists to the Maldives to engage in environmental and social impact activities, he stated.
Minister Thoriq described the President's visit to Liverpool to launch the tourism promotion collaboration as a highly successful visit, with productive meetings with Liverpool FC officials and former players of the club. He stated that the government would continue to work to promote the Maldives tourism by leveraging sports as a promotional tool. He mentioned the prospect of working with other world famous clubs and players to promote the Maldives.
"If we sign an agreement with a football club, we can bring more tourists to the Maldives. The President has committed to facilitating this. This will increase the number of tourists, especially in the luxury sector,” the Minister said.
Minister of Sports, Fitness and Recreation, Abdulla Rafiu, also spoke on the Liverpool-Maldives collaboration in an interview given to PSM News. He stated that in addition to promoting the Maldives as a tourism destination partner, Liverpool FC will also provide technical assistance for developing football in the Maldives.
The Minister said discussions included the possibility of establishing a Liverpool FC Academy in the Maldives. During an hour long meeting with top officials of Liverpool International Academy, including its Vice President, Senior Development Coach and Senior Business Manager, both sides explored requirements, facilities and training opportunities for local coaches, he said.
"We also agreed on identifying what their minimum requirement is, and what kind of facilities are required, and which coaches are interested in this initiative, etc,” Rafiu said on exploring opening a Liverpool FC football academy in the Maldives.
The Minister said there will be opportunities for current and aspiring coaches in the Maldives to train and become Liverpool FC coaches. The educational components of the project will be developed and carried out by Liverpool FC, with a dedicated coach from the club stationed in the Maldives for the purpose, he said.
The Minister further said the discussions mark the beginning of formalising the discussions on paper, with Liverpool FC expected to share detailed plans with the Maldivian government soon.