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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.”
JEN Maldives by Shangri-La is welcoming the holy month of Ramadan with a series of Iftar evenings at Lime Restaurant, inviting guests to gather in the spirit of reflection, gratitude and togetherness.
Recognising Ramadan as a time that brings families, friends and communities closer, the hotel has curated an Iftar experience designed to go beyond dining. The focus is on creating a welcoming environment where traditions are observed, conversations unfold naturally and shared moments are celebrated around the table.
Located in the heart of Malé, Lime Restaurant provides a warm and contemporary setting suited to a range of gatherings, from colleagues reconnecting after work to families and friends breaking fast together. Each evening reflects the generosity associated with Ramadan, featuring carefully prepared dishes, live cooking stations and a selection of sweet treats that balance traditional flavours with creative touches.
Iftar at JEN Maldives by Shangri-La is shaped by attentive service and thoughtful hospitality. Guests are welcomed into an atmosphere that blends comfort with understated elegance, allowing space for reflection while enjoying a relaxed dining experience. The hotel’s culinary and service teams work closely to ensure consistency, quality and authenticity throughout the season.
Whether for intimate gatherings or larger group celebrations, the venue offers flexibility supported by a culinary programme rooted in care and attention to detail. The Ramadan offering is designed to ensure guests feel at ease while enjoying a distinctive Iftar experience in the capital.
Throughout the holy month, JEN Maldives by Shangri-La invites guests to come together at Lime Restaurant to experience evenings defined by flavour, generosity and meaningful connection, in keeping with the true spirit of Ramadan.
Milaidhoo Maldives is hosting a wine pairing dinner celebrating Provençal elegance and gastronomy on 4 March 2026 at the resort’s Shoreline Grill. The evening will feature wines from Château Minuty and will be hosted by Sébastien Nore, Global Strategy and Export Director of Château Minuty, offering guests insight into the winery’s heritage and approach to fine winemaking.
Originally from Limousin, France, Nore brings extensive experience in the international beverage industry. His career includes roles with Kronenbourg Wineries and PepsiCo France, followed by senior leadership positions at Diageo and Baron Philippe de Rothschild. He has played a key role in expanding Château Minuty’s global presence and currently oversees the winery’s strategy, sales, communication and marketing, with a focus on innovation and the refined character of Provençal rosé.
During the dinner, guests will enjoy a curated selection of Château Minuty wines, paired with a bespoke menu created by the Shoreline Grill culinary team. The featured wines include:
- Château Minuty M de Minuty Rosé Magnum 1.5L – Artist Edition 2024
- Château Minuty Prestige Rosé 2024
- Château Minuty Rosé et Or 2024
- Château Minuty 281 2024
Beyond this event, the dinner reflects Milaidhoo Maldives’ wider commitment to gastronomy. The resort’s Gourmet Plan is designed for guests with a strong interest in food and wine, offering personalised, multi-course dining experiences throughout their stay. Each menu is crafted to highlight the relationship between carefully selected ingredients and complementary wines, with an emphasis on authenticity and balance.
The Château Minuty dinner marks the fourth wine-focused event hosted by Milaidhoo Maldives this year, underscoring the resort’s ongoing focus on curated culinary experiences. The evening is positioned as a sensory journey, combining refined flavours, thoughtful pairings and a convivial island setting.
Constance Hospitality has been recognised in the 2026 Traveller Review Awards by Booking.com, with its Maldivian resorts achieving some of the highest scores within the group’s portfolio.
In the Maldives, Constance Halaveli Maldives received an outstanding score of 9.8 out of 10, while Constance Moofushi Maldives achieved 9.7. The ratings, based on verified guest reviews, reflect consistently high levels of guest satisfaction and service delivery.
Constance Halaveli Maldives, known for its spacious overwater and beachfront villas, personalised service and refined dining concepts, continues to perform strongly among travellers. Constance Moofushi Maldives, positioned as a barefoot chic resort with an all-inclusive concept, also maintains a high guest approval rating, supported by its diving experiences and relaxed island atmosphere.
While the wider Constance portfolio across the Indian Ocean was recognised, the Maldives properties stand out as the group’s highest-rated resorts in the 2026 awards cycle.
Commenting on the recognition, Jean-Jacques Vallet, Chief Executive Officer of Constance Hospitality, stated that the awards reflect the professionalism and commitment of the teams on the ground. He added that guest feedback remains central to maintaining service standards and delivering consistent experiences across the group’s destinations.
The recognition reinforces the position of Constance Halaveli Maldives and Constance Moofushi Maldives as leading performers within the Maldives’ competitive luxury hospitality sector.
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