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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.”

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Dreamlike retreat: explore Maldives with Marriott Bonvoy Resorts

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The Maldives is a destination where summer feels eternal, offering turquoise waters, pristine white sands, and serene tranquility. Through the ‘Endless Summer’ campaign by Marriott Bonvoy, travellers are invited to escape the winter cold or bask in perpetual sunshine with a limited-time offer. Guests can choose from a selection of luxurious resorts in the Maldives and enjoy benefits such as a full-board dining plan, complimentary speedboat or seaplane transfers, or up to USD 250 in resort credit. Additional perks include non-motorised water sports like paddle-boarding, kayaking, windsurfing, and catamaran sailing, depending on the property. This exclusive offer, valid for a minimum stay of four nights, is available for bookings between January 20 and February 28, 2025, and includes Marriott Bonvoy points to unlock future travel opportunities.

The North Malé Atoll is a marine sanctuary renowned for its vibrant coral reefs and secluded luxury. Just a short speedboat ride from Velana International Airport, it hosts three Marriott Bonvoy resorts. These waters, rich with stingrays, nurse sharks, turtles, and dolphins, offer exceptional snorkelling and diving opportunities for adventurers of all levels. The Ritz-Carlton Maldives, Fari Islands, features 100 villas with ocean or lagoon views, infinity pools, and personalised butler service. Dining options span Cantonese, Japanese, Italian, and Middle Eastern cuisines, while the Ritz-Carlton Spa offers treatments inspired by Yin and Yang. Guests can also explore curated dining and art installations at Fari Marina Village and participate in the Defining Moment ceremony featuring Boduberu drumming.

The JW Marriott Kaafu Atoll Island Resort, located in the largest lagoon of Kaafu Atoll, offers 80 luxurious pool villas with ocean views. The resort combines contemporary design with personalised service and features seven dining venues, including Athiri and Nikkei, which serve steak and Japanese-Peruvian cuisine. The Spa by JW offers exclusive treatments by BABOR, while younger guests can enjoy activities at the Family by JW Kids’ Club and the teens’ zone.

Sheraton Maldives Full Moon Resort & Spa, set on a private natural island, provides 176 beachfront cottages and overwater villas that blend rustic charm with modern comforts. Surrounded by turquoise lagoons and lush palm groves, the resort offers family-friendly programs such as beach picnics, cooking classes, and nature walks. Its farm-to-table dining and coral restoration initiatives, alongside complimentary stays and meals for children under 12, make it a sustainable and family-oriented retreat.

North Ari Atoll, Dhaalu Atoll, and Baa Atoll showcase the Maldives’ extraordinary natural beauty. North Ari Atoll is famous for iconic dive sites and whale shark migration routes. W Maldives, reopening in March after a transformation, offers 77 overwater and beach villas with bio-boho designs. Guests can explore the house reef, enjoy unique dining experiences, and participate in private island excursions.

In Dhaalu Atoll, The St. Regis Maldives Vommuli Resort features 77 villas with private pools and panoramic views. The resort offers Ayurvedic treatments, the Maldives’ largest hydrotherapy pool, and signature experiences like the Champagne Sabering Ritual. Dining options include Japanese Kaiseki at T-Pan and a wine cellar boasting 650 labels.

Baa Atoll, a UNESCO Biosphere Reserve, is home to The Westin Maldives Miriandhoo Resort, which features 69 villas surrounded by lush foliage or perched above turquoise waters. The resort offers Japanese cuisine, pan-Asian flavours, and holistic wellness programs. Children under 12 stay and dine for free, making it a family-friendly haven.

In Lhaviyani Atoll, Le Méridien Maldives Resort & Spa combines mid-century modern design with eco-conscious features such as a large organic garden. Guests can enjoy culinary experiences, spacious villas, and abundant marine life around its thriving house reef.

The Shaviyani Atoll offers ultimate seclusion at JW Marriott Maldives Resort & Spa, with 60 villas and personalised butler service. Families can enjoy the extensive kids’ club and adventure activities, while food enthusiasts indulge in farm-to-table dining. Water-sports like jet skiing and parasailing cater to thrill-seekers.

As the sun sets over the Maldives, Marriott Bonvoy invites travellers to embrace the promise of an eternal summer in this idyllic paradise.

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Turquoise waters, starry nights: Valentine’s Day magic at Dusit Thani Maldives

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This Valentine’s Day, couples are invited to immerse themselves in the ultimate romantic escape at Dusit Thani Maldives. Surrounded by turquoise waters, pristine beaches, and unparalleled luxury, the resort provides an idyllic setting for celebrating love.

Situated in the heart of the UNESCO World Biosphere Reserve of Baa Atoll, Dusit Thani Maldives offers an unforgettable experience for those seeking to rekindle romance and create cherished memories.

The resort’s All-Inclusive Escape to Romance package has been specially designed to elevate Valentine’s Day celebrations. This exclusive offer includes:

  • Luxurious accommodations in either beachfront or overwater villas.
  • Delectable dining experiences with all-inclusive options.
  • A private dining experience under the stars.
  • Couples’ spa treatments at the award-winning Devarana Wellness, ensuring complete relaxation.
    Valentine’s Day Highlights

On February 14th, a series of enchanting events will be hosted to mark the occasion:

  • Romantic Beach Dinner: Guests can savour a gourmet meal paired with fine wines under a starlit sky, accompanied by the soothing sounds of the ocean.
  • Couples’ Sunset Cruise: A magical experience on the water allows couples to admire the beauty of the Maldivian sunset.
  • Devarana Wellness for Two: Signature spa treatments will provide an opportunity for relaxation and reconnection.
  • Love-Inspired Cocktails: Handcrafted cocktails will be available at the resort’s bars for a special Valentine’s toast.

Dusit Thani Maldives is described as more than just a destination—it is a place where love blossoms. According to Jean-Louis Ripoche, Area General Manager, Maldives, “This Valentine’s Day, we are delighted to offer couples an opportunity to celebrate their love in one of the most romantic settings in the world.”

Couples are invited to celebrate the season of love at Dusit Thani Maldives, where the natural beauty of the Maldives serves as the perfect backdrop for a memorable Valentine’s Day.

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Heritance Aarah joins forces with LQA for unparalleled guest experiences

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Heritance Aarah, a distinguished Premium All-Inclusive barefoot paradise in the Maldives, has partnered with Leading Quality Assurance (LQA), a UK-based organisation specialising in evaluating and enhancing hospitality standards. This collaboration aims to elevate the guest experience and establish new benchmarks within the Maldivian hospitality industry. Heritance Aarah is the first property within Aitken Spence Hotels and the first Sri Lankan hotel chain to adopt LQA standards, positioning itself as a pioneer in quality excellence.

LQA focuses on evaluating various aspects of guest experiences, incorporating internationally recognised benchmarks, emotional intelligence, and brand-specific standards. Through the actionable insights and comprehensive benchmarking data provided by LQA, the resort aims to measure and enhance its performance against global competitors.

Heritance Aarah has earned numerous accolades for its exceptional offerings, including recognition as the Best Beachfront All-Inclusive Family Resort by ‘Forbes’ and the Best Resort in the World – Indian Ocean by the ‘Condé Nast Traveller Readers’ Choice Awards’. As the first LEED Gold-certified property in the Maldives, the resort demonstrates a strong commitment to sustainability, further solidifying its global reputation.

The partnership with LQA is set to refine service standards across critical touchpoints, including reservations, check-in, check-out, and the overall guest journey. This initiative aligns seamlessly with the resort’s mission to deliver unforgettable and seamless experiences for its guests.

Renowned as a premier culinary destination in the Maldives, Heritance Aarah offers a distinctive all-day dining concept across seven restaurants and five bars, curated by award-winning chefs and culinary Olympians. Guests can also indulge in a variety of wellness activities, such as Tai Chi, Reiki healing, Shirodhara, Tibetan Kunye healing sessions, Moxibustion with mantra chanting, and yoga.

By integrating LQA’s expertise with its own exceptional offerings, Heritance Aarah reinforces its position as a leader in hospitality and sustainability in the Maldives. This partnership highlights the resort’s dedication to redefining excellence and creating extraordinary memories for every guest.

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