The Minister of Tourism and Environment, Thoriq Ibrahim, has stated that the Maldives is expected to see a significant rise in tourists visiting its luxury market following a major promotional campaign launched in partnership with English football giant Liverpool FC.

The campaign, which showcases the Maldives as a premier travel destination, includes advertising at Liverpool’s home stadium, Anfield. President Dr Mohamed Muizzu participated in the official launch of the co-branding campaign during his visit to Liverpool, United Kingdom.

Speaking to state media, the Minister mentioned that the collaboration gives the Maldives access to over 200 million Liverpool supporters globally. He noted that the partnership is projected to bring in more than 100,000 additional tourists annually, helping surpass the Government’s target of 2.3 million visitors this year.

Minister Thoriq further explained that, through various Liverpool social media platforms, their media reach has extended to 397 million people. He described this as a golden opportunity to promote Maldivian tourism to a massive international audience.

He also outlined several upcoming activities under the partnership, including promotional efforts in London, such as branded taxis and buses, along with advertisements on billboards and match telecasts at Anfield.

As part of Liverpool’s Red Way initiative, the campaign will also bring Liverpool legends and tourists to the Maldives to engage in environmental and social projects.

The Minister described President Dr Muizzu’s visit to Liverpool as highly successful, highlighting meetings with club officials and former players. He affirmed that the Administration would continue leveraging the global sports sector to promote tourism.

Minister Thoriq emphasised that collaborating with world-renowned football clubs would help bring more tourists to the Maldives, especially to the luxury segment, and noted that the President has facilitated this as part of their broader tourism strategy.