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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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‘Eutopia: The Infinite Bloom’ comes to Sun Siyam Vilu Reef this festive season

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Sun Siyam Vilu Reef, part of the Privé Collection within the House of Siyam, has announced its festive programme, “Eutopia: The Infinite Bloom”, which will run from 22 December 2026 to 7 January 2027.

The seasonal programme features activities and experiences for guests of all ages. Dining will take centre stage with Christmas Eve and New Year’s Eve gala dinners by the water, exclusive Chef’s Table experiences and seafood barbecues on the beach.

The evening entertainment programme will include live acoustic performances, island DJ sets, aerial dance shows and Maldivian cultural performances.

During the day, guests will be able to explore the resort’s lagoon through activities such as house reef snorkelling, sunset Jet Car rides and sandbank excursions. The Spa will offer wellness rituals and couples’ therapies, while younger guests can take part in gingerbread decorating, a fashion show and Santa’s arrival on the beach.

“Eutopia is our invitation to celebrate and embrace nature, meaningful moments, and the relaxed luxury that defines Sun Siyam Vilu Reef through our festivities,” said Masdhooq Saeed, Cluster General Manager.

“From unforgettable ocean adventures to starlit beach celebrations, every experience has been thoughtfully designed to create lasting memories that will continue to flourish long after the season ends.”

The programme will culminate with a New Year’s Eve celebration on the beach on 31 December, featuring live music, midnight toasts and a fireworks display over the water.

The resort’s festive programme is available to view online, with bookings open for stays between 22 December 2026 and 7 January 2027.

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Sun Siyam Iru Veli earns top wedding destination honour at TTM Awards

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Fresh from being named Best Honeymoon Destination in 2025, Sun Siyam Iru Veli was recognised as Best Wedding Destination at the Travel Trade Maldives Awards & Gala 2026, held at Crossroads Maldives on 27 August. The award further reinforces the resort’s commitment to celebrating romance in all its forms.

Surrounded by turquoise lagoons and white-sand beaches, Iru Veli provides a natural setting for couples seeking an intimate island retreat. Every villa features a private pool, while secluded beaches, private sandbanks and a 24-hour all-inclusive dine-around experience offer guests privacy and flexibility throughout their stay.

The resort hosts celebrations of different scales, ranging from barefoot ceremonies by the ocean to larger events encompassing the entire island. Dedicated wedding planners work closely with each couple to personalise every element, ensuring that both the ceremony and the wider stay reflect their individual story.

This flexibility extends beyond the resort’s wedding packages. Simple Romance, Grand Gesture and Sandbank Magic provide couples with a starting point, with each celebration customisable through décor, dining, wellness, entertainment and island experiences. For occasions requiring complete exclusivity, full-island buyouts allow the resort experience to be tailored around the couple and their guests.

The celebrations can continue beyond the ceremony through candlelit dinners beneath the stars, spa rituals for two, sunset cruises and time spent together across the island. These experiences enable couples to shape the occasion around their preferences, with personal moments unfolding throughout their stay.

“Every couple arrives with a different story and a different vision for their celebration. There is no template here. From intimate ceremonies for two to full-island celebrations with family and friends, our role is to create moments that feel completely personal. That is exactly what our team does. They listen first and then create a ceremony that truly reflects the couple. This award is a testament to the dedication and care they put into making every moment memorable,” said Masdhooq Saeed, Cluster General Manager of Sun Siyam Iru Veli and Sun Siyam Vilu Reef.

The annual TTM Awards & Gala brings together travel professionals and hoteliers to recognise achievements across the Maldivian hospitality industry. Iru Veli’s latest award further strengthens its position among the Maldives’ leading destinations for weddings and romantic escapes.

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Chef Jake Norman and Molly O’Donoghue join Niva Dhigali for November programme

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Niva Dhigali Maldives will welcome visiting chef Jake Norman and British pickleball champion Molly O’Donoghue for a curated programme of island experiences this November, bringing together dining and active wellbeing in the Maldives.

Norman began his culinary career making pizza in the markets of Guadalajara, Mexico, before working in several London restaurants, including St John, Ottolenghi and Sabor. He now leads the kitchen at Updown Farmhouse in Kent, where his cooking focuses on seasonal ingredients, live-fire techniques and Mediterranean influences.

On 18 November, Norman will host an exclusive dinner at Faru, presenting a menu that combines Mediterranean flavours with influences from Mexico and the Middle East, while incorporating ingredients sourced from the Maldives.

The shared dining experience will feature Indian Ocean produce, grilled dishes and smoky flavours, with a menu designed to reflect the setting and encourage guests to dine at a relaxed pace.

The programme will also include pickleball sessions hosted by British champion Molly O’Donoghue. A national champion in mixed and women’s doubles, as well as a European champion in mixed doubles, O’Donoghue first discovered the sport while studying in Australia. She has since competed internationally and worked to introduce the sport to players around the world.

At Niva Dhigali, O’Donoghue will conduct beginner sessions and advanced coaching, giving guests of different skill levels the opportunity to learn, play and develop their technique.

Located in Raa Atoll, Niva Dhigali Maldives is surrounded by tropical vegetation, a lagoon and the Indian Ocean. The November programme, featuring Norman’s dining experience and O’Donoghue’s pickleball sessions, forms part of the resort’s approach to offering guest experiences centred on food, wellbeing and the island environment.

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