Minister of Tourism and Environment Thoriq Ibrahim has stated that the government aims to increase the number of tourists visiting the Maldives, with a particular focus on high-end luxury tourism.
The government has launched several initiatives to promote tourism, which is the Maldives’ primary source of national income. Partnerships are being forged with some of the world's most popular sports clubs, with the most recent collaboration established with the United Kingdom’s Liverpool Football Club.
Speaking to PSM News regarding the plans to increase visitors for the luxury tourism sector, Minister Thoriq expressed confidence that the Liverpool Football Club collaboration will significantly increase the number of tourists visiting the Maldives.
"If we can work with Liverpool or other major sports clubs to advertise, we can reach a vast audience, especially football fans across the world. This will increase the number of tourists visiting the Maldives, especially in the luxury market. What we aim for is increasing tourist arrival numbers. If these tourists stay at high-end resorts, the revenue entering the Maldives will also increase,” the Minister said.
With the Maldives’ main international airport, Velana International Airport (VIA)’s upgraded terminal set to open late this year, the government aims to increase tourist arrivals by then. While the arrival target set for this year is 2.3 million, the government hopes the Liverpool Football Club campaign will help the Maldives surpass this target.
As part of the partnership, Liverpool Football Club will also work with the Maldives at international tourism fairs it participates in. The club will co-brand the Maldives’ stall at the Arabian Travel Market which will be held from 28 April to 1 May.
The Maldives has also been appointed as the tourist destination partner of Mumbai Indians, India's most successful and valuable franchise cricket team, which has also won fine national championships.
Minister of Sports, Fitness and Recreation Abdullah Rafiu also commented on the Liverpool collaboration. He stated that discussions are ongoing for aspiring players and veteran players of the club to travel to the Maldives for exhibition matches. He expressed optimism that the arrangements would be facilitated.
"We have also discussed opportunities for our development teams to travel to Liverpool to train. We will offer the accommodation we currently use to support visiting teams, and create opportunity for our children to learn, as they do in Liverpool,” Rafiu said.
According to the Minister, Liverpool teams will travel to the Maldives as part of a sports tourism initiative. He noted that sports tourism is already one of the sectors that can be developed in the Maldives. The Minister further highlighted the importance of giving young players international exposure, including experiencing Liverpool's development programmes.