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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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New Year’s Eve Gala at JEN Maldives Malé by Shangri-La to feature live performance by Nasooh

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JEN Maldives Malé by Shangri-La is preparing to host a vibrant New Year’s Eve Gala Night on 31 December 2025, inviting guests to welcome 2026 with an evening of fine dining, live entertainment, and festive celebration.

The event will be headlined by Mohamed Nasooh, one of the Maldives’ emerging musical talents whose voice has earned national recognition. Nasooh first rose to prominence as a former vocalist of the popular band 2ofus, which represented the Maldives internationally and achieved notable success as the 2nd Runner-Up at the Battle of the Bands International. His growing popularity on TikTok, combined with his expressive vocal performances, has made him a well-loved figure among audiences of all ages.

Guests attending the New Year’s Eve Gala Night can look forward to a memorable live performance from Nasooh, who will bring his distinctive vocal style and stage presence to the celebration as the country ushers in a new year.

Adding to the excitement, the evening will also include a special grand prize, with details set to be announced soon. The announcement has already generated anticipation and is expected to be a highlight of the event.

The Gala Night will offer an elegant dining experience and a festive atmosphere, providing an inviting setting for families, couples, and friends wishing to celebrate the start of 2026 in style. The full programme and menu will be shared in the coming days.

JEN Maldives Malé by Shangri-La welcomes guests to join this exceptional evening—an occasion filled with music, flavour, and celebration marking the arrival of the new year.

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Blue Mind Theory brought to life at InterContinental Maldives Maamunagau

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InterContinental Maldives Maamunagau Resort, located amid the clear waters of Raa Atoll, has introduced an experiential interpretation of the Blue Mind Theory through a new tailored package. The scientifically rooted concept suggests that being near, in, on, or under water can enhance happiness, calmness, and a sense of connection, while also boosting creativity and reducing stress. According to a UK survey by the Ocean Conservation Trust, 94% of participants reported improvements to their wellbeing after interacting with the ocean.

The resort offers direct access to one of the Maldives’ most vibrant marine environments and has curated a selection of wellness, adventure, and relaxation experiences aligned with the restorative principles of the Blue Mind Theory. Situated within the Maldives’ largest natural lagoon, its colourful house reef is home to blacktip reef sharks, turtles, and manta rays. As a key partner of The Manta Trust, InterContinental Maldives provides opportunities for guests to swim with manta rays in their natural habitat and learn about conservation efforts guided by experts.

Insights from The Manta Trust help illustrate the theory in practice. Meral Hafeez, Project Manager at the organisation, observes that encountering manta rays for the first time often brings a profound emotional response: “Time seems to slow down, fear is replaced with wonder, and what remains is a palpable sense of joy. Much of this stems from the grandeur the sea evokes – you are constantly humbled by its immensity. Feeling a sense of awe increases wellbeing and deepens our connection to the world.”

Drawing on this specialist knowledge, the resort’s Blue Mind package includes overwater meditation, guided seaside yoga, tailored treatments at AVI Spa, snorkelling sessions with The Manta Trust, and a private dinner under the stars. Guided yoga and meditation sessions held at dawn and dusk promote mindfulness while synchronising with the natural rhythm of the ocean. AVI Spa offers treatments inspired by marine elements and water-based techniques to reduce anxiety, restore balance, and support circadian wellbeing.

Guests may also choose a five-course dinner with champagne on a remote sandbank, offering a uniquely tranquil setting surrounded entirely by the Indian Ocean. The resort’s secluded location enhances its suitability for practising the principles of the Blue Mind Theory, supported by ongoing involvement from The Manta Trust.

Residence rates begin at USD 4,745++ per night, inclusive of a variety of tailored experiences.

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Noku Maldives unveils long-term Sea Turtle Conservation Programme

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Noku Maldives, Vignette Collection, has announced the launch of a dedicated Sea Turtle Conservation Programme, developed in partnership with the Atoll Marine Conservation Centre (AMCC). Beginning on 25 November 2025, this long-term initiative strengthens the resort’s commitment to the Vignette Collection pillar Means for Good, reflecting a considered approach to environmental stewardship and responsible hospitality.

The waters surrounding Noku Maldives support a naturally thriving ecosystem, characterised by extensive seagrass meadows, coral-rich shallows, and warm lagoons that provide an essential refuge for sea turtles. In recent years, the island has recorded multiple nesting events along its shores — a rare and significant indicator of the health of its marine environment. The new programme aims to safeguard and enhance this natural heritage.

As part of the collaboration, a full-time AMCC marine biologist will be stationed on the island to lead a comprehensive portfolio of conservation activities. This will include monitoring the local sea turtle population, assessing reef and coral health, supporting long-term scientific research, and conducting fieldwork and outreach initiatives across neighbouring islands.

The programme will also enhance guest engagement through educational talks, guided snorkelling experiences, and hands-on conservation workshops, offering visitors the opportunity to connect with the underwater world in an enriching and meaningful way.

The initiative complements Noku Maldives’ growing suite of Means for Good activities, which already include reef conservation studies, coral restoration projects, cultural experiences, and community-led programmes. Together, these efforts underpin the resort’s commitment to delivering stays that are rooted in authenticity, responsibility, and deep respect for the natural environment.

“Our lagoon has always been a peaceful refuge for sea turtles and marine life,” said Hussain Shahid, General Manager of Noku Maldives. “This partnership with AMCC reflects our dedication to protecting these waters and ensuring they continue to flourish. By bringing conservation, community involvement, and guest education together, we hope to create meaningful and lasting impact for the atoll.”

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