Minister: Liverpool partnership will attract over 100,000 tourists annually

The partnership between the Maldives Marketing and Public Relations Corporation (MMPRC) and Liverpool FC will attract over 100,000 tourists annually, predicts Thoriq Ibrahim, the Maldives’ minister of tourism and environment.

In March, Liverpool FC - currently ranked the top club in the English Football League – signed a multi-year global partnership with the MMPRC, making it the club’s official tourist destination partner. A major co-branded campaign was launched by President Dr. Mohamed Muizzu during a visit to the UK on April 2 as part of this partnership.

In an interview to Public Service Media (PSM) on Saturday, Thoriq said that with the new partnership, he now expects tourist arrivals to surpass the target of 2.3 million visitors set for this year.

He also expects the partnership will boost arrivals at luxury resorts.

Thoriq noted that Liverpool FC has a huge social media following.

“We are able to reach 397 million followers across Liverpool’s social media platforms. This is a huge opportunity to promote Maldives’ tourism among them,” he said.

According to the MMPRC, the extensive marketing initiative spanning over three months will utilize high-impact outdoor and digital advertising across key locations in the UK.

In this regard, over 100 taxis in London will be fully branded with Maldives imagery, along with advertisements in buses, the London underground, major airports, and business class lounges.

With an estimated reach of 76 million targeted audiences, the campaign aims to reinforce Maldives’ position as the ultimate luxury travel destination.

Apart from UK-based activations, MMPRC is planning targeted campaigns with official Liverpool FC Supporters Clubs in key source markets such as Europe, the Middle East, India, and China. With 316 official LFC Supporters Clubs across 100 countries, this collaboration is expected to generate substantial global exposure for the Maldives.

The campaign will also feature a variety of digital marketing initiatives, also including appearances by Liverpool FC legends, interactive fan zones, joint events at global trade shows, and other engaging activations.

According to MMPRC, the USD 2.5 million partnership agreement with Liverpool FC is expected to generate an estimated USD 200 million in tourism receipts – resulting in an annual return on investment exceeding 20 times the initial investment.