Featured
‘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.”
Featured
Secret Paradise Maldives secures Travelife Partner Award renewal
Maldivian tour operator Secret Paradise Maldives has successfully renewed its Travelife Partner Award, recognising the company’s continued commitment to responsible tourism, sustainability and corporate social responsibility (CSR).
The renewal acknowledges Secret Paradise’s progress in implementing responsible tourism practices and integrating sustainability across its business operations.
The Travelife Partner standard requires tour operators to meet more than 100 sustainability criteria covering office management, business operations, product development, international business partners and customer information. Based on the ISO 26000 guidelines on corporate social responsibility, the criteria address areas including environmental protection, biodiversity, human rights and labour relations.
Since its establishment in 2012, Secret Paradise has focused on demonstrating how tourism can generate positive outcomes for local communities and the environment. The company’s approach includes supporting local businesses, creating opportunities for communities, promoting responsible marine encounters and encouraging visitors to develop a greater understanding of Maldivian culture and the natural environment.
Commenting on the renewal, Ruth Franklin, Co-Founder of Secret Paradise Maldives, said: “Sustainability is an ongoing journey, one that requires continuous commitment, reflection and a willingness to evolve. There is always more we can do.
“We have always believed that tourism should benefit the people and places that make the Maldives so special. This means looking beyond the experiences we deliver to consider how we operate, the partners we work with and the impact our activities have on local communities and the environment. We are proud of the progress we have made and remain committed to doing more.”
Naut Kusters, Manager of Travelife for Tour Operators, welcomed the renewal, highlighting the growing importance of sustainability within the tourism industry.
“I am delighted to see that sustainability in the tour operator sector is obtaining momentum. The Partner renewal award of Secret Paradise will continue to inspire other companies in Maldives to follow the same path,” he said.
Travelife is an international sustainability certification programme for tour operators and travel agents, supported by more than 35 national travel associations worldwide, including ABTA in the United Kingdom, ANVR in the Netherlands and the Pacific Asia Travel Association (PATA).
The programme comprises three stages: Travelife Engaged, Travelife Partner and Travelife Certified.
Following the successful renewal of its Travelife Partner status, Secret Paradise Maldives intends to further strengthen its sustainability practices as it works towards achieving Travelife Certified status.
Featured
Six Senses Laamu unveils 17 new overwater villas across four categories
Six Senses Laamu has introduced 17 new overwater villas across four accommodation categories as part of a multi-year transformation programme aimed at upgrading guest accommodation and shared facilities at the resort.
The new villas feature expanded living spaces, redesigned interiors and additional amenities, while maintaining the resort’s focus on marine conservation and its surrounding natural environment.
The interiors incorporate a coastal colour palette featuring white and neutral tones alongside shades of blue inspired by the surrounding lagoon. Natural materials are used throughout the villas, including driftwood coffee tables, handcrafted hanging lamps and decorative features.
A notable design element is a textured surface pattern inspired by the structure of a turtle shell. The design references the hawksbill and green turtles found in the waters surrounding the resort, reflecting Six Senses Laamu’s marine conservation initiatives.
Each villa features panoramic windows overlooking the ocean, alongside indoor seating and dining spaces.
Outdoor amenities include an 18-square-metre private swimming pool, an overwater hammock, dining and lounge areas, and an upper deck offering views across the lagoon. The villas also feature bathtubs positioned to provide ocean views.
The four new accommodation categories are Ocean Water Villa Suite with Pool, Laamu Water Villa Suite with Pool, Horizon Water Villa Suite with Pool and Family Water Villa with Pool.
All four categories offer expanded interiors, dedicated seating and dining areas, additional wardrobe space and outdoor decks.
The Horizon Water Villa Suite with Pool is designed to provide uninterrupted views of the ocean horizon.
The Family Water Villa with Pool is a new accommodation concept for Six Senses Laamu, featuring a separate children’s bedroom with an adjoining bathroom.
The family villas also include private pools and outdoor decks, providing shared recreational spaces alongside separate accommodation areas for children.
Families staying in the new villas can participate in the resort’s Junior Marine Biologist programme, which introduces younger guests to marine life and conservation activities.
The introduction of the new accommodation categories marks the first phase of a wider redevelopment programme at Six Senses Laamu.
The multi-year project will include further improvements to guest accommodation and shared facilities, while retaining the resort’s existing marine conservation programmes, house reef and environmental initiatives.
The 17 new villas will be available for stays from 6 December 2026, with rates starting from USD 2,185 for an Ocean Water Villa Suite with Pool.
Awards
.Here Baa Atoll secures triple win at World Luxury Hotel Awards 2026
.Here Baa Atoll has received three awards at the World Luxury Hotel Awards 2026, including the title of World’s Best Luxury New Resort.
The private island retreat was also recognised as Best Luxury Private Island Resort in the Indian Ocean and Best Luxury Boutique Resort in the Maldives.
Located within the UNESCO Biosphere Reserve of Baa Atoll, .Here Baa Atoll comprises nine residences across two secluded islands, Somewhere and Nowhere. The resort focuses on providing private accommodation, personalised services and experiences tailored to individual guest preferences.
The recognition as World’s Best Luxury New Resort marks a significant achievement for the property, which has positioned itself within the ultra-luxury hospitality segment since its opening.
At Somewhere, the resort offers three- and four-bedroom residences combining beachfront accommodation with overwater architecture. The residences feature indoor and outdoor living spaces, private infinity pools and views of the Indian Ocean.
Guests are supported by dedicated Roohu hosts, who coordinate services and experiences according to individual requirements throughout their stay.
Nowhere Private Island offers an eight-bedroom private island accommodation option designed for families and groups seeking exclusive use of the facilities.
The island features a private cinema, spa, gym, swimming pool and dedicated dining and entertainment spaces. Guests can also arrange personalised culinary experiences and other activities during their stay.
The resort’s dining offerings include SAFAR Restaurant and private dining experiences tailored to guest preferences.
Marine excursions are also available aboard the resort’s private yacht, ASMAS, allowing guests to explore the surrounding waters and marine environment of Baa Atoll.
The resort operates under its Embrace the Now philosophy, which focuses on personalised experiences and allowing guests flexibility in how they spend their time on the islands.
The three awards add to several international recognitions received by .Here Baa Atoll in 2026.
These include its inclusion in the Condé Nast Traveller Hot List, two awards at the AHEAD Asia Awards, recognition in DestinAsian’s Luxe List and a place among the top resorts in the Indian Ocean in the Condé Nast Traveller Readers’ Choice Awards.
The World Luxury Hotel Awards recognise hotels and resorts across various categories based on their luxury hospitality offerings, service standards, design and guest experiences.
The latest awards recognise .Here Baa Atoll’s accommodation, facilities and personalised hospitality services within the luxury tourism sector in the Maldives and the wider Indian Ocean region.
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