President Dr Mohamed Muizzu has concluded an official visit to Liverpool, United Kingdom, presiding over the launch of a landmark tourism promotion campaign. The collaboration between Liverpool Football Club (LFC) and the Maldives Marketing and Public Relations Corporation (MMPRC) aims to bolster the Maldives' status as a premier international travel destination.
Central to the visit was the highly anticipated Merseyside derby between Liverpool FC and Everton, held on Wednesday evening. The president's attendance at the match served as a ceremonial commencement of the tourism campaign. Earlier in the day, President Dr Muizzu toured the AXA Training Centre, where he observed LFC's training sessions, showcasing the club's renowned coaching methodologies.
As part of his schedule, the president met with Maldivian students living in the UK. These discussions centred on the students' academic journeys and personal well-being. The president also underscored his administration's commitment to addressing the challenges faced by those pursuing education abroad, reaffirming his focus on their needs and aspirations.
The tourism initiative, launched by Visit Maldives on 27 March, reflects an ambitious three-month strategy to engage travellers through targeted advertising across key locations in the UK. This campaign integrates outdoor and digital advertisements to optimise exposure.
Signature elements include over 100 branded taxis navigating the streets of London and high-profile advertisements on buses, the London Underground, and major transportation hubs, including airports and business-class lounges. At the same time, LED displays at Premier League matches, stadium branding, and placements in LFC's official publications extend the campaign's reach. Billboards across Europe further amplify the Maldives' appeal to high-value travellers, solidifying its image as a sought-after destination for luxury and adventure.