President concludes UK trip to launch Liverpool FC tourism campaign

President Mohamed Muizzu on Saturday concluded the trip to Liverpool, United Kingdom, to participate in the commencement of a Maldives tourism promotion campaign in collaboration with Liverpool Football Club, as part of the co-branded initiative between Liverpool FC and Maldives Marketing & Public Relations Corporation (MMPRC)/Visit Maldives.

The President attended the Liverpool FC vs Everton, the Merseyside derby on Wednesday evening, marking the historic kick-off of the Maldives tourism promotion campaign, as well as visiting the AXA training centre and observed the footballing and coaching practices carried out.

President Muizzu also met with Maldivian students residing in the UK and inquired about their well-being, overall academic experiences, needs and concerns. He reassured the students of the Administration’s commitment to addressing issues faced by those pursuing education.

Visit Maldives launched an extensive outdoor campaign in the UK on March 27 to attract visitors through its partnership with the LFC. This three-month campaign utilises high-impact outdoor and digital advertising across key locations in the UK.

The campaign features over 100 fully branded taxis in London, as well as advertisements on buses, the London Underground, major airports, and business-class lounges, ensuring maximum exposure to potential travellers.

LED signage at Premier League home matches, branding across the stadium, visibility in LFC’s official booklets, and billboards across Europe—targeting high-value travellers—are expected to provide unparalleled global exposure.

The President was accompanied by Thoriq Ibrahim, Minister of Tourism and Environment; Abdulla Rafiu, Minister of Sports, Fitness, and Recreation; Ibrahim Shiuree, Managing Director of the Maldives Marketing and Public Relations Corporation; and other relevant senior government officials.