Visit Maldives is pleased to welcome the official delegation from Liverpool Football Club’s Senior Team to the Maldives, marking a key milestone in the growing strategic partnership. The delegation is led by Mr David Paul, Vice President of Partnerships, and Mr Alex Fraser, Director of Global Partnership Development at Liverpool FC.

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The Liverpool FC delegation will engage in a series of high-level meetings with senior government officials, cabinet ministers, and tourism industry leaders. These discussions aim to deepen cooperation, identify innovative tourism promotion strategies, and support the successful rollout of joint initiatives.This visit follows the signing of Visit Maldives as the Official Destination Partner of Liverpool FC earlier this year, a high-impact collaboration announced during the club’s mid-season. Through this partnership, the Maldives is being featured on one of the world’s most prestigious sporting platforms, offering broad international exposure and enhanced brand visibility, and reflects a broader strategy by Visit Maldives to explore new avenues within the growing sports tourism segment. Aligning with a globally recognized football club such as Liverpool FC allows the Maldives to connect with highly engaged audiences, particularly those interested in combining their passion for sports with luxury travel experiences.

A full calendar of activations is planned in the lead-up to the 2025/26 football season, launching in August. A major global campaign, including video content featuring Liverpool FC players, is scheduled to begin in June and will further position the Maldives as a dream destination for new and diverse traveler segments, with a special focus on high-value source markets such as the United Kingdom, Germany, the Middle East, and Asia, where Liverpool FC has a strong and loyal fanbase. This targeted approach is designed to attract affluent travellers, extend the country’s reach across key regions, and support sustainable tourism growth.

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To date, the collaboration has already delivered substantial visibility through co-branded promotions such as taxi campaigns across the UAE, presence at the Arabian Travel Market and Kazakhstan International Travel Fair, and targeted advertising in the London Underground, London black cabs, and premium airport lounges throughout Europe. Global media announcements and LED displays at Anfield during the club’s recent home games have reached an estimated 200 million viewers.

The ongoing collaboration between Visit Maldives and Liverpool FC highlights a shared commitment to elevating the Maldives’ global profile and inspiring more travelers to experience the Sunny Side of Life. In alignment with national tourism goals, this partnership contributes meaningfully to the Maldives’ efforts to achieve its 2025 visitor arrival targets by connecting with new and diverse international audiences. Visit Maldives is working to ensure sustained growth for the tourism sector and reinforce the country's standing as a world-class destination.