Liverpool FC delegation visits Maldives as destination partnership gains momentum

Visit Maldives has officially welcomed the delegation from Liverpool Football Club’s Senior Team to the Maldives, marking a significant milestone in their evolving strategic partnership. The delegation is led by David Paul, Vice President of Partnerships, and Alex Fraser, Director of Global Partnership Development at Liverpool FC.

During the visit, the Liverpool FC representatives are scheduled to participate in a series of high-level meetings with senior government officials, cabinet ministers, and leaders from the tourism industry. These discussions are focused on strengthening cooperation, developing innovative tourism promotion strategies, and supporting the successful implementation of joint initiatives.

This visit follows the earlier announcement of Visit Maldives becoming the Official Destination Partner of Liverpool FC—a collaboration unveiled during the club’s mid-season. The partnership places the Maldives in the global spotlight by leveraging one of the world’s most renowned sporting platforms, significantly enhancing the destination’s international exposure and brand visibility. The initiative aligns with Visit Maldives’ broader strategy to expand into the growing sports tourism segment. By partnering with a globally recognised club like Liverpool FC, the Maldives aims to engage with highly passionate fan communities, especially those seeking to combine their love for sports with luxury travel experiences.

Leading up to the 2025/26 football season, a full calendar of activations is planned, beginning in August. A major global campaign is set to launch in June, featuring video content with Liverpool FC players, and aims to further position the Maldives as a premier travel destination. This campaign targets high-value markets such as the United Kingdom, Germany, the Middle East, and Asia—regions with a strong Liverpool FC following. The strategy is designed to attract affluent travellers, broaden the Maldives’ reach across key regions, and support the country’s sustainable tourism goals.

The partnership has already delivered considerable visibility through various co-branded promotions, including taxi campaigns in the UAE, participation in the Arabian Travel Market and the Kazakhstan International Travel Fair, and advertising across the London Underground, black cabs, and exclusive airport lounges in Europe. Additionally, global media announcements and LED displays at Anfield during recent home games have reached an estimated 200 million viewers.

This ongoing collaboration underscores a shared commitment between Visit Maldives and Liverpool FC to elevate the Maldives’ global presence and inspire more travelers to discover the “Sunny Side of Life.” In line with national tourism objectives, the partnership plays a key role in helping the Maldives meet its 2025 visitor arrival targets by connecting with diverse and emerging international audiences. Visit Maldives remains focused on ensuring long-term growth for the tourism sector and reinforcing the nation’s status as a premier global destination.