The Maldives is making a bold play to captivate Middle Eastern travelers by teaming up with Liverpool Football Club (LFC) for a high-profile marketing blitz at the Arabian Travel Market (ATM) 2025. This strategic collaboration aims to position the island nation as a top-tier luxury destination, leveraging the global appeal of Premier League football to attract a broader audience.
As part of the campaign, Dubai’s iconic green taxis have been transformed into moving billboards, adorned with stunning visuals of Maldivian landscapes alongside images of LFC stars. The taxi wraps, featuring Arabic messaging, are designed to resonate with local audiences and will be on display throughout April and May, ensuring maximum visibility during and beyond the ATM event.
Inside the ATM 2025 venue, Visit Maldives has created an immersive LFC-themed zone at its exhibition stand. Attendees can snap photos with life-size cutouts of their favorite Liverpool players set against picturesque Maldivian backdrops, blending the excitement of football with the allure of tropical paradise. The stand also features prominent branding that highlights the partnership between Visit Maldives and LFC.
This initiative is part of a broader strategy by the Maldives Marketing and Public Relations Corporation (MMPRC) to strengthen the country’s presence in the Middle Eastern market. By aligning with a globally recognized football club, the Maldives aims to tap into LFC’s extensive fan base, which includes millions of followers worldwide. The partnership is projected to bring over 100,000 additional tourists to the Maldives in 2025, generating an estimated $100 million in tourism revenue.
“Football and travel bring people together, creating unforgettable moments,” said Ibrahim Shiuree, CEO and Managing Director of Visit Maldives. “Through this partnership, we aim to inspire millions of fans to experience the Maldives – a destination where dreams become reality.”
The ATM 2025 has been designated as the flagship fair of the year by Visit Maldives, underscoring its strategic importance. The event provides an opportunity to strengthen trade and media ties, reposition the Maldives as a premier destination, and showcase the diverse offerings from Maldivian properties and local experiences.
By blending the universal appeal of football with the unique charm of the Maldives, this campaign seeks to create a lasting impression on potential travelers, reinforcing the nation’s status as a must-visit luxury destination.
