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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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Kuredhivaru Resort & Spa presents May–July guest experience calendar

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Kuredhivaru Resort & Spa has introduced a series of guest experiences scheduled from May to July 2026, combining wellness, cultural activities, dining and entertainment across the island.

The programme is structured to offer a mix of daytime and evening activities, with each month featuring a different focus aligned with seasonal events and international observances.

In May, the programme begins with Full Moon Celebrations on 1 May 2026, including beachside dining alongside yoga and sound healing sessions. This is followed by Mother’s Day on 10 May 2026, with activities such as a Mother and Daughter Retreat and spa experiences designed for shared participation.

Later in the month, World Whisky Day on 16 May 2026 will be marked with a single malt tasting session. Activities for younger guests will include a Kids Fashion and Talent Show, providing a platform for participation and entertainment.

In June, the focus shifts towards wellness and cultural engagement. Global Wellness Day on 13 June 2026 will include guided sessions and ocean-based activities. The Dragon Boat Festival on 21 June 2026 will be marked with a themed dining experience.

The resort will also host World Cup live screenings throughout June and July, creating a social viewing environment for guests. International Yoga Day on 21 June 2026 will be observed with a sunrise beach session.

In July, World Chocolate Day on 7 July 2026 will be marked with themed culinary experiences. Maldives Independence Day on 26 July 2026 will be observed through a Maldivian night buffet and Boduberu performances.

Full Moon Night will return on 29 July 2026 with beach dining and wellness sessions, while the Sun and Splash Pool Party on 22 July 2026 will bring together music, dining and poolside activities.

Through this three-month programme, Kuredhivaru Resort & Spa is offering a mix of wellness, cultural and social experiences designed to provide guests with a range of activities during their stay.

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Le Méridien Maldives highlights family travel with summer package

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Le Méridien Maldives Resort & Spa has introduced its Family Fun Summer package, aimed at families seeking a longer island stay built around shared activities, dining and accommodation benefits. The offer is available for booking until 15 June 2026, for stays through to 20 December 2026, with a minimum stay of four nights.

Located in Lhaviyani Atoll, the resort is set within a lagoon environment and is positioning the package around a combination of family-oriented experiences and flexible daily programming. The property incorporates eco-conscious design elements alongside its natural island setting, with activities structured across both recreation and relaxation.

The Family Fun Summer package is designed for two adults and two children aged 12 and below. It includes full board dining with daily breakfast, lunch and dinner across selected venues, while children in this age group stay and dine free of charge. Guests also receive a USD 150 resort credit per stay, which can be used across dining outlets and Explore Spa by Le Méridien.

Daily watersports such as kayaking, paddleboarding and snorkelling are included, alongside a programme of activities that varies each day. These include yoga, Pilates, beach volleyball, scavenger hunts and live entertainment. Younger guests have access to the Le Méridien Family Kids Hub, which offers structured activities, outdoor play areas and a dedicated toddler space.

Additional experiences include access to the Marine Conservation Hub, where guests can engage with the resident marine biologist, and guided tours of the resort’s hydroponic garden through The Greenhouse Tour. The Waves Fitness Centre is also available, offering programmes for different fitness levels, while the in-villa minibar is replenished daily with non-alcoholic beverages and snacks.

For children, the Kids Hub programme includes themed activity days focused on subjects such as marine life and local culture, alongside workshops, games and evening experiences including a children’s camping activity with stargazing and group activities.

Families can also take part in marine-based activities including snorkelling, lagoon exploration and excursions such as dolphin and turtle trips. Creative sessions, including painting, are also part of the activity offering.

Through the Good Travel with Marriott Bonvoy programme, the resort offers a Family Foraging experience in its hydroponic garden, where guests can take part in harvesting produce with the resident horticulturalist before using the ingredients in cooking sessions.

The resort’s dining outlets include a range of options, from Mediterranean-style lunches at Riviera to beachside dining at Velaa Bar + Grill. Le Scoop, the resort’s gelato outlet, offers a selection of flavours including options using locally sourced ingredients.

For adults, La Vie provides an adults-only bar environment, with views over the Indian Ocean, a private pool and a selection of beverages and light dishes.

Le Méridien Maldives Resort & Spa features 134 villas across beach and overwater categories, including two-bedroom options designed for families and groups. These include Beach Villas with direct access to the shoreline and Overwater Villas with lagoon access. Some villas also include private pools.

For larger groups, the three-bedroom Thilamaafushi Beach Villa accommodates up to six adults and three children, with indoor and outdoor living spaces, a private beach area, swimming pool and jacuzzi.

Through the Family Fun Summer package, Le Méridien Maldives Resort & Spa is positioning its offer within the family and multigenerational travel segment, combining accommodation, dining and activity-based experiences within an island setting.

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Family Fun Summer returns to JW Marriott Maldives Resort & Spa

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As multigenerational travel continues to influence the luxury hospitality sector, JW Marriott Maldives Resort & Spa has reintroduced its Family Fun Summer programme, aimed at families seeking more time together through a combination of accommodation, activities and dining benefits.

Built around the brand’s “Stay in the Moment” philosophy, the programme includes a USD 300 resort credit that can be used across dining, spa and recreational experiences, allowing different generations to shape their stay according to their interests.

At the centre of the offer are the resort’s Overwater Duplex Villas and Two-Bedroom Duplex Beach Villas with Pool, which are designed to accommodate multigenerational travel through larger layouts and private space. These villas are supported by Thakuru service and complimentary bicycles, giving guests flexibility in how they move around and experience the island.

Beyond the villa, the programme includes a range of activities intended to support family engagement and shared experiences. Younger guests have access to the Family by JW™ Little Griffins Kids’ Club, one of the larger children’s clubs in the Maldives, with more than 100 programmes focused on play and discovery. Families can also take part in culinary classes at the JW Garden, where the resort offers a farm-to-table experience linked to the natural setting of the island.

Mohit Dembla, General Manager of JW Marriott Maldives Resort & Spa, said the programme responds to changing guest expectations around luxury travel.

“Today’s luxury traveller isn’t just seeking a beautiful destination, they’re seeking time,” he said. “Time together, time to be present, time away from the noise. ‘Family Fun Summer’ is our answer to that, a sanctuary where every generation finds something meaningful.”

The Family Fun Summer package includes the USD 300 resort credit, which can be used for spa treatments, dining or island activities. It also includes daily breakfast, as well as three-course lunches and dinners for two adults and children under 12 at selected venues. Families will also receive a floating breakfast served in the privacy of their villa.

In addition, the package offers 60 per cent savings on dining at the resort’s signature restaurants, Hashi and Shio. Other inclusions include Thakuru service, complimentary use of non-motorised watersports equipment, and private bicycles for island use. The package also includes a 30-minute photography session and one printed photograph as a keepsake.

Through the relaunch of Family Fun Summer, JW Marriott Maldives Resort & Spa is positioning itself within the growing multigenerational travel segment, combining larger villa accommodation with dining, leisure and family-focused experiences.

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