In a landmark moment for tourism in Addu City, the Secretariat of Addu City Council officially unveiled the new Addu Tourism brand identity at Canareef Resort. This initiative, led by the recently established Addu Destination Management Office (ADMO) under the City Council, is designed to position Addu as a premier destination, highlighting the region’s unique charm and natural beauty within the Maldives’ premium tourism landscape. The new brand identity launch reflects the Council’s commitment to creating a sustainable, thriving tourism sector in Addu.

The event was graced by the presence of His Excellency Minister Faisal, Mayor Ali Nizar, and esteemed members of the City Council. Together, they revealed the new Addu Tourism brand film and officially launched the brand identity for Addu and its tagline, “Beyond the Equator.”

The brand identity emphasizes Addu’s unique positioning as one of the few places in the Maldives located south of the equator, capturing the spirit of the atoll’s distinct heritage, vibrant marine life, and untouched beauty.

In his address, Mayor Nizar spoke to the vision behind Addu’s new tourism identity, emphasizing its role in establishing Addu as a “must-visit” destination within the Maldives. “Our goal is to make Addu a bucket-list destination for every tourist who visits the Maldives. The new brand captures the essence of our atoll’s authenticity while aligning with the Maldives’ reputation for luxury and unparalleled hospitality. Through our new tourism identity, we aim to craft an experience that carries both the richness of Addu’s heritage and the high standards of the Maldives’ premium tourism,” said Mayor Nizar.

Councillor Zareer, who leads the Addu Destination Management Office, underscored the brand launch as a pivotal step toward a broader tourism strategy. “This brand is more than a logo; it’s an invitation for international tourists to discover Addu through a refined lens. We are presenting Addu as a premium yet culturally rich experience that aligns with the Maldives’ world-renowned allure,” Councillor Zareer shared. “For Addu’s brand to succeed, we need the collaboration of our local community, businesses, and stakeholders. This is a brand for all of us to carry forward together.”

Inspiration and Brand Narrative

During the brand presentation by Encrea Studio, the creative team elaborated on the concept and inspiration behind “Beyond the Equator.” As one of the few places globally where the equator crosses, Addu has long held a unique position, often celebrated in travel literature for its equatorial charm. This distinctive trait inspired the tagline and brand direction, which highlights Addu’s authentic, naturally abundant landscape, from its pristine reefs to its lush mangroves. The logo itself represents the equator’s spherical path around the Earth, positioned as the centerpiece at the heart of the Addu map.

To support this vision, Encrea Studio revealed five thematic areas 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 Bisophere and Beyond Dreams: Atoll of Adventure . These themes serve as the foundation for showcasing Addu as a destination where visitors can explore beyond the known, immersing themselves in everything from historical landmarks to untouched natural beauty.

This new identity is set to guide upcoming tourism initiatives by ADMO and aligns with the broader goals for Addu’s development, ensuring every aspect of the atoll’s tourism aligns with international standards while preserving its cultural essence.

The unveiling of Addu’s brand identity marks the beginning of a transformative chapter for tourism in Addu, driven by a shared vision of sustainable growth and unique visitor experiences that resonate “Beyond the Equator.”