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‘Beyond the Equator’: Addu City’s new brand identity to elevate its tourism appeal

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In a significant development for Addu City’s tourism sector, the Addu City Council’s Secretariat introduced the new Addu Tourism brand identity at Canareef Resort. This initiative, spearheaded by the recently established Addu Destination Management Office (ADMO) under the City Council, aims to position Addu as a premier destination, showcasing the area’s distinct charm and natural beauty within the Maldives’ luxury tourism landscape. The brand launch underscores the Council’s commitment to creating a sustainable and thriving tourism sector in Addu.

The event featured notable attendees, including His Excellency Minister Faisal, Mayor Ali Nizar, and distinguished members of the City Council, who together unveiled the Addu Tourism brand film and officially launched the brand identity and tagline, “Beyond the Equator.” The brand highlights Addu’s unique positioning as one of the few places in the Maldives situated south of the equator, capturing the atoll’s rich heritage, vibrant marine ecosystems, and pristine landscapes.

Mayor Nizar, in his speech, elaborated on the vision behind Addu’s new tourism identity, emphasising its role in establishing Addu as a top destination in the Maldives. “Our goal is to make Addu a must-visit destination for every tourist coming to the Maldives. This new brand encapsulates the authenticity of our atoll while aligning with the Maldives’ reputation for luxury and unmatched hospitality. We aim to deliver an experience that marries Addu’s heritage with the high standards of Maldives’ premium tourism,” Mayor Nizar stated.

Councillor Zareer, head of the Addu Destination Management Office, highlighted the brand launch as a crucial part of Addu’s broader tourism strategy. “This brand represents more than a logo; it’s an invitation for international tourists to experience Addu’s unique charm. We are presenting Addu as a premium, culturally rich destination that aligns with the Maldives’ renowned appeal,” shared Councillor Zareer. “The success of Addu’s brand depends on the collective effort of our community, businesses, and stakeholders. This brand is something we all carry forward together.”

During the brand presentation by Encrea Studio, the creative team explained the inspiration behind “Beyond the Equator.” Addu, uniquely situated along the equator, has a distinct identity celebrated in travel literature for its equatorial allure. This unique trait informed the tagline and brand concept, which emphasises Addu’s natural landscape, including its pristine reefs and lush mangroves. The logo features the equator’s spherical path around Earth, centred at the heart of the Addu map.

Encrea Studio introduced five thematic areas to promote 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 are designed to position Addu as a place where visitors can explore beyond the usual, from historical landmarks to untouched natural beauty.

This new identity will drive ADMO’s upcoming tourism initiatives, aligning with Addu’s development goals to meet international standards while preserving its cultural heritage.

The unveiling of Addu’s brand identity signals a new chapter for tourism in Addu, guided by a shared vision of sustainable growth and distinctive visitor experiences that truly resonate “Beyond the Equator.”

Awards

RAAYA by Atmosphere wins Best Family Resort in Maldives at Travel Time Awards 2025

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RAAYA by Atmosphere has received its latest recognition at the Travel Time Awards, held in Moscow in August 2026, where the island resort was named “The Best Family Resort in the Maldives 2025”.

The award marks RAAYA’s second consecutive recognition from Travel Time, following its win as “Opening of the Year 2024”.

The recognition reflects the resort’s growing presence in the Russian travel market and its approach to family holidays in the Maldives, with a focus on shared experiences, exploration and activities designed for guests across generations.

Located on a private island in Raa Atoll, RAAYA is centred around the fictional story of Seb, a shipwrecked artist and adventurer whose narrative is incorporated throughout the resort experience. Guests can take part in island exploration, creative activities and ocean-based experiences, alongside family-oriented facilities and a range of dining options under The RAAYA Plan™.

The award was also presented during a visit to the resort by Russian film actress Katerina Shpitsa, known for productions including “Metro”, “The Crew” and “Poddubny”. During her stay, Shpitsa presented the Travel Time Awards 2025 accolade to RAAYA by Atmosphere General Manager Mario Stanic.

“Receiving this recognition for a second consecutive year is a proud moment for everyone at RAAYA,” Stanic said. “Winning the Travel Time Award 2025 for Best Family Resort is a wonderful recognition of what we stand for — bringing families together through shared experiences and lasting memories within a backdrop of a tropical island paradise.

“We are proud to create experiences that resonate with Russian families and families from around the world, offering a place to connect, discover and create memories together. We thank the awards team, our partners and our guests for their continued trust and support.”

The award adds to the international recognition received by RAAYA by Atmosphere since the resort opened in July 2024. The property has positioned its offering around experiential hospitality, design, family-focused programming and its castaway-inspired narrative.

RAAYA features 167 beach and overwater villas, a collection of dining venues and a range of land and ocean activities within its Raa Atoll setting.

With two Travel Time Awards in consecutive years, the resort continues to develop its position within the family travel segment in the Maldives.

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Cooking

International Chefs’ Day: Kabita Singh to cook live at Sun Siyam Olhuveli

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Sun Siyam Olhuveli Maldives will welcome award-winning food creator Kabita Singh, the personality behind Kabita’s Kitchen, for a special culinary residency in October to mark International Chefs’ Day on 20 October 2026.

Known for making everyday Indian cooking accessible to a wide audience, Singh will move from her digital kitchen to the Maldives, joining the resort’s culinary team for a live cooking experience created for guests.

The collaboration will bring together Singh’s approach to Indian cuisine — centred on familiar flavours, accessible recipes and an increasing focus on wholesome cooking — with Sun Siyam’s Plant Based Bliss philosophy, which promotes the nutritional and holistic benefits of plant-forward dining.

As part of the International Chefs’ Day celebrations, Singh will cook alongside Sun Siyam Olhuveli’s culinary team during a live session in front of resort guests. The experience will feature a specially curated selection of vegetarian, vegan and health-conscious dishes developed in collaboration with the resort’s chefs and inspired by Singh’s own cooking philosophy.

Guests will have the opportunity to watch Singh prepare the dishes, learn about the techniques and stories behind them, and sample her interpretation of plant-forward Indian cuisine in a Maldivian island setting.

Kabita’s Kitchen has grown from a home-cooking channel into one of India’s most widely followed food platforms, with approximately 14.6 million subscribers on YouTube alone. Singh has built her audience through content ranging from regional favourites and vegetarian staples to festive dishes, street-food classics and everyday family recipes.

Her influence within India’s food and digital content sector was recognised at the inaugural National Creators Award in 2024, where she received the Best Creator in Food Category award, presented by Indian Prime Minister Narendra Modi.

“We are really excited to welcome Kabita to Olhuveli and bring a taste of Kabita’s Kitchen to the Maldives,” said Hassan Adil, General Manager of Sun Siyam Olhuveli.

“Food is such an important part of the way people connect, and this is about bringing our guests closer to the experience, watching Kabita cook, discovering the flavours and stories behind her dishes, and of course tasting them together. Her fresh, approachable style is a great match for our Plant Based Bliss philosophy, and celebrating International Chefs’ Day together with our own culinary team makes it even more special. We want dining at Olhuveli to be fun, social and full of moments that guests remember long after they leave the island.”

Located in South Malé Atoll, Sun Siyam Olhuveli is part of Sun Siyam’s Lifestyle Collection. The resort combines beach experiences, dining, entertainment, wellness and other activities within its broader island offering.

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Awards

TTM Awards 2026 names You & Me Maldives Best Adults-Only Resort

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You & Me Maldives has been named Best Adults-Only Resort at the Travel Trade Maldives (TTM) Awards 2026, recognising the resort’s positioning, guest experiences and continued focus on adults-only hospitality in the Maldives.

The award was presented during the TTM Awards & Gala 2026, held at CROSSROADS Maldives on 27 August 2026, marking the conclusion of the 10th edition of TTM Maldives. The annual awards recognise achievements, innovation and contributions across the Maldivian tourism industry.

Located in Raa Atoll, You & Me Maldives has established itself as an adults-only retreat catering to couples, honeymooners, friends and solo travellers seeking privacy and tranquillity.

The resort combines its island setting with accommodation, personalised service and experiences centred on romance, wellness, gastronomy and exploration, creating an intimate environment designed specifically for adult travellers.

The recognition comes as You & Me Maldives marks seven years of operations and welcoming guests from around the world.

“As we celebrate this important milestone, we are deeply grateful to our loyal guests, partners, and dedicated team members who have been part of this journey,” said Mohamed Imthiyaz, General Manager of You & Me Maldives.

“These seven years represent not only growth and success, but countless love stories, memories, and unforgettable experiences created on our island. Receiving the ‘Best Adults-Only Resort’ award at the TTM Awards is a tremendous honour and a reflection of the passion and dedication of our entire team.”

The Best Adults-Only Resort award further strengthens You & Me Maldives’ position within the Maldives’ luxury hospitality sector, recognising its focus on combining an adults-only concept with personalised service and island experiences.

Looking ahead, You & Me Maldives plans to continue developing its concept and guest experience through new activities, offerings and services, while maintaining its focus on the adults-only luxury segment in the Maldives.

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