President concludes UK trip to launch Maldives tourism promotion campaign with Liverpool FC

President Dr. Mohamed Muizzu on Saturday, April 5^th, concluded his trip to Liverpool, United Kingdom to participate in the commencement of a Maldives tourism promotion campaign.

This tourism promotion campaign comes as part of the co-branded initiative between Liverpool Football Club and the Maldives Marketing and Public Relations Corporation (MMPRC)/ Visit Maldives.

President Muizzu attended the Liverpool FC v Everton match at the Merseyside derby on Wednesday evening, marking the kick-off of the Maldives tourism campaign. He also visited the AXA training centre and observed the footballing and coaching practices.

With the launch of the campaign, the LED signage branding across the Anfield stadium were turned on to promote the Maldives tourism experience.

During his visit, Muizzu also met with Maldivian students residing in the UK and inquired about their well-being, overall academic experiences, needs and concerns. He reinstated No. 9 Rosemont Avenue, London as the premises of the Maldives Students’ Association-UK (MSA-UK).

Besides this, the president also held numerous engagements during his visit to the UK, including his meeting with Football for Peace, a visit to the University of Leeds where he met with its senior officials. Additionally, he met with the member of parliament for Leeds Central and Headingley. He also met with the Lord Mayor of Leeds and Mayor of West Yorkshire.

Prior to the kick-off of this collaborative tourism promotion campaign, Visit Maldives launched an extensive outdoor campaign in the UK on March 27^th to attract visitors through its partnership with Liverpool FC.

This three-month campaign utilizes high-impact outdoor and digital advertising across key locations in the UK. The campaign features over 100 fully branded taxis in London, advertisements on buses, the London Underground, major airports, and business-class lounges.

MMPRC projects this partnership would boost tourist arrivals to the Maldives by over 100,000 additional travelers, which subsequently would post an estimate of USD 200 million in tourism receipts.

While President Muizzu has flown back to the Maldives after concluding his trip, he was accompanied by the Minister of Tourism Thoriq Ibrahim, Minister of Sports Abdulla Rafiu, the Managing Director of MMPRC Ibrahim Shiuree and other relevant senior government officials.