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‘Beyond the Equator’: Addu City’s new brand identity to elevate its tourism appeal
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.”
Summer Island Maldives has been recognised as one of the top travel destinations globally, having received the prestigious TripAdvisor Travellers’ Choice Award for 2024. This accolade places the resort among the top 10% of hotels worldwide, based on exceptional traveller reviews and ratings collected over the past year.
Located just 45 minutes by speedboat or a short seaplane journey from Velana International Airport, Summer Island Maldives offers an idyllic barefoot beach retreat. The resort is known for its personalised service, commitment to sustainability, and relaxed luxury, consistently appealing to travellers from around the world.
Mariya Shareef, Chief Operations Officer of Kaimoo Travels and Hotel Services, expressed appreciation for the recognition, noting that the award reflects the dedication and passion of the entire team, who work diligently to deliver memorable experiences. She highlighted that the honour is especially meaningful as it is based on genuine guest feedback.
A popular choice for honeymooners and returning guests, the resort features two restaurants, three bars, and a variety of curated experiences, including private sandbank picnics and sunset sailboat cruises. Summer Island Maldives is also widely praised for its strong sustainability practices, such as eliminating single-use plastics, integrating renewable energy solutions, adopting eco-friendly mosquito control methods, and creating the world’s largest 3D-printed coral reef—an initiative recognised by the Guinness World Records.
The TripAdvisor Travellers’ Choice Awards celebrate excellence in hospitality, with winners selected based on consistently high ratings across key categories such as service, value, cleanliness, and location.
This recent recognition joins a growing list of accolades for Summer Island Maldives, including TUI’s Global Hotel Quality Award for 2024 and 2025, as well as the Leading Eco-Friendly Resort Award at the South Asian Travel Awards (SATA) in 2023.
Constance Moofushi in the Maldives has been recognised as one of Asia’s premier luxury destinations, earning the 11th spot in the Best of the Best Luxury Hotels in Asia category at the Tripadvisor Travellers’ Choice Awards 2025. This accolade highlights the resort’s dedication to delivering authentic and unforgettable luxury experiences in the heart of the Indian Ocean.
Situated on a private island, Constance Moofushi combines barefoot chic with exceptional service, offering guests a unique blend of natural beauty and refined comfort. The recognition reflects not only the resort’s appeal but also the consistently high level of guest satisfaction that has become synonymous with the Constance brand.
Part of the esteemed Constance Hotels & Resorts portfolio, Constance Moofushi contributes to the group’s widespread acclaim, with all properties ranked among the Top 10% of Hotels Worldwide by Tripadvisor. These honours underscore the group’s unwavering commitment to quality across its locations in the Maldives, Mauritius, Seychelles, Rodrigues, and Madagascar.
The Travelers’ Choice Awards are especially meaningful as they are based entirely on genuine guest reviews and ratings from travellers around the globe. The recognition of Constance Moofushi stands as a testament to the resort’s ongoing pursuit of excellence and its embodiment of the Constance philosophy: ‘True by Nature.’
Ayada Maldives has been recognised as one of TripAdvisor’s Best of the Best Hotels in the 2025 Travellers’ Choice Awards. This luxury private island resort earned the distinction of being named Best of the Best in the Maldives and secured a spot among the top 25 hotels in the world. This prestigious accolade is awarded to less than 1% of TripAdvisor’s eight million global listings. Additionally, Ayada Maldives received top honours in the highly regarded ‘Treat Yourself’ category.
The Travellers’ Choice Awards: Best of the Best by TripAdvisor celebrate the pinnacle of excellence in the travel industry, acknowledging properties that consistently provide exceptional guest experiences based on outstanding reviews and ratings collected over a 12-month period.
This latest recognition further solidifies Ayada Maldives’ reputation for authentic luxury, warm hospitality, and thoughtfully curated experiences. Located in the pristine Gaafu Dhaalu Atoll, the resort offers guests a serene and immersive retreat, carefully designed to promote relaxation, connection, and rejuvenation.
With its spacious overwater and beachfront villas, award-winning spa, elevated dining options, and tranquil natural surroundings, Ayada Maldives continues to stand out as the ideal destination for travellers seeking indulgence and renewal in a tropical paradise.
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