Liverpool FC has entered into a multi-year global partnership with Visit Maldives, designating the tourism board as the club’s official tourist destination partner. This collaboration encompasses both the men’s and women’s teams and aims to promote the Maldives as a premier travel destination, showcasing its diverse activities, rich heritage, and picturesque landscapes.
The alliance brings together two globally recognised brands committed to delivering exceptional experiences—be it for fans at Anfield or visitors to the Maldives, which has been honoured as the world’s leading destination for five consecutive years.
To mark the commencement of this partnership, supporters have the opportunity to win a five-night trip to the Maldives, inclusive of flights and accommodation, through a MyLFC competition. Throughout the partnership, fans can anticipate exclusive content, special promotions, and unique competitions.
Liverpool FC’s expansive social media reach — boasting over 200 million global followers, nearly 12 billion views, and 1.5 billion fan engagements last season — will provide Visit Maldives with an invaluable platform to promote its tourism industry further.
Maldives’ tourism sector and ambitious goals
Tourism is the backbone of the Maldivian economy, accounting for approximately 28% of the GDP and over 60% of foreign exchange receipts. The nation has witnessed significant growth in tourist arrivals, with over 1.8 million visitors recorded in 2023.
Building on this success, Visit Maldives has set an ambitious target of £3.9 billion (€4.5 billion) in tourism receipts for 2025. The strategy includes increasing global promotional campaigns, strengthening partnerships with airlines, and launching large-scale advertising initiatives. The Maldives also aims to attract four million tourists annually in the near future, potentially generating £5.5 billion (€7 billion) in revenue.
Beyond economic expansion, the Maldivian government remains committed to sustainable tourism practices, focusing on preserving marine biodiversity, coral reef protection, and eco-friendly resort development. Liverpool FC will contribute to these initiatives through its sustainability programme, The Red Way, promoting environmental awareness and sustainable travel.
Increase in air passenger departure Tax
In an effort to support the expansion of Velana International Airport, the Maldives has introduced an increase in its air passenger departure tax, set to take effect from December 1st. The new fees, applicable to non-Maldivian travellers, will be as follows:
- Economy class: £41 (€48)
- Business class: £99 (€115)
- First class: £198 (€230)
- Private jet passengers: £396 (€460)
The increased revenue will support extensive airport infrastructure developments, including a new passenger terminal, expanded runway facilities, and an upgraded seaplane terminal. The improvements aim to accommodate the growing influx of visitors while enhancing travel efficiency and overall experience.
Shared vision for a stronger future
Ben Latty, Liverpool FC’s chief commercial officer, expressed enthusiasm about the partnership, highlighting a shared passion for creating memorable experiences and a mutual commitment to sustainability. Ibrahim Shiuree, CEO and managing director of Visit Maldives, echoed this sentiment, noting the alignment of core values and the opportunity to offer exclusive experiences to millions of passionate fans worldwide. “Together, we’ll be able to offer exclusive opportunities and experiences, bringing the magic of the Maldives to millions of passionate fans around the world,” Shiuree said.
By leveraging Liverpool FC’s global platform, the partnership is set to enhance the Maldives’ international visibility, driving tourism growth while reinforcing sustainability and cultural heritage preservation efforts.
