Maldives Officially Launches Global Tourism Campaign in Partnership with Liverpool FC

The Maldives has embarked on a major international tourism promotion campaign through a strategic collaboration with Liverpool Football Club (LFC). The initiative, officially launched during the Merseyside derby between Liverpool FC and Everton on 02 April, Wednesday evening, aims to enhance the archipelago’s global visibility and attract more visitors to its shores.

As part of the three-and-a-half-year partnership, the Maldives Marketing and Public Relations Corporation / Visit Maldives revealed that the Maldives would serve as Liverpool FC’s “Official Tourist Destination Partner.” The campaign leverages the Premier League club’s massive international fanbase to showcase the Maldives as a premier travel destination. High-profile advertising, including LED signage during home matches, stadium branding, and features in LFC’s official publications, will ensure widespread exposure.

Complementing this partnership, an extensive outdoor campaign was rolled out across the UK on 27 March, targeting potential travellers through high-impact advertisements. Over 100 fully branded taxis in London, along with ads on buses, the London Underground, major airports, and business-class lounges, form part of the three-month promotional drive. Additionally, billboards in key European markets will cater to high-value travellers, further boosting the Maldives’ appeal. This campaign will be run for 3 months.

The historic campaign kick-off was attended by the President of the Maldives, Dr Mohamed Muizzu, alongside the Minister of Tourism and Environment, Thoriq Ibrahim and other senior officials, marking the official commencement of this global initiative.

By aligning with one of the world’s most iconic football clubs, the Maldives aims to strengthen its position as a leading tourism destination while driving economic growth through increased visitor arrivals. The campaign’s multi-channel approach ensures maximum engagement, positioning the island nation at the forefront of global travel inspiration.