Addu City’s tourism sector reached a major milestone with the introduction of the new Addu Tourism brand identity at Canareef Resort. This initiative, led by the newly established Addu Destination Management Office (ADMO) under the Addu City Council, is designed to position Addu as a prime destination within the Maldives’ luxury tourism market, showcasing its unique charm and natural beauty. The launch reflects the Council’s dedication to fostering a sustainable and thriving tourism industry in Addu.
The event gathered prominent figures, including His Excellency Minister Faisal, Mayor Ali Nizar, and esteemed City Council members, to unveil the Addu Tourism brand film and officially present the brand identity and tagline, “Beyond the Equator.” The brand emphasizes Addu’s distinctive location as one of the few Maldivian regions situated south of the equator, capturing the atoll’s rich cultural heritage, vibrant marine life, and pristine landscapes.
Mayor Nizar, in his address, shared the vision behind Addu’s tourism identity, focusing on positioning Addu as a must-visit destination in the Maldives. “Our aim is to make Addu a top choice for every tourist visiting the Maldives. This new brand reflects our atoll’s authentic essence while enhancing the Maldives’ renowned luxury and hospitality. We are committed to delivering an experience that seamlessly blends Addu’s heritage with the Maldives’ high standards in premium tourism,” he remarked.
Councillor Zareer, head of the ADMO, emphasized the brand launch as a critical element in Addu’s tourism strategy. “This brand is more than just a label; it invites global tourists to experience Addu’s unique charm. We are positioning Addu as a premium, culturally rich destination that aligns with the Maldives’ famed appeal,” stated Councillor Zareer. “Our community, businesses, and stakeholders all play a role in the success of Addu’s brand. This identity is something we move forward together.”
Encrea Studio, during the brand presentation, explained the inspiration for “Beyond the Equator.” Addu’s equatorial position is celebrated in travel literature for its unique allure, which inspired both the tagline and brand concept. The brand emphasizes Addu’s natural landscape, including its pristine coral reefs and lush mangroves. The logo symbolizes the equator’s path around the Earth, with the Addu map at its center.
Encrea Studio introduced five core themes for promoting Addu’s brand identity: Beyond Ordinary: The Dive Destination, Beyond Beaches: The Heart of Islands, Beyond Horizons: Beauty in Sunrises and Sunsets, Beyond Serenity: The Biosphere, and Beyond Dreams: Atoll of Adventure. These themes aim to highlight Addu as a destination that offers visitors a range of unique experiences, from historical landmarks to untouched natural beauty.
This new identity will guide ADMO’s future tourism initiatives, aligning Addu’s development objectives with international standards while safeguarding its cultural heritage.
The launch of Addu’s brand identity marks a new era for Addu’s tourism sector, driven by a collective commitment to sustainable growth and unique visitor experiences that embody the spirit of “Beyond the Equator
