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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.”

Awards

Condé Nast Traveler names .Here Baa Atoll among Indian Ocean’s top resorts

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.Here Baa Atoll, a private island retreat in the Maldives, has been named the No. 6 Resort in the Indian Ocean in the Condé Nast Traveler Readers’ Choice Awards 2026.

The annual Readers’ Choice Awards recognise hotels, resorts, destinations, airlines and other travel experiences based on votes submitted by Condé Nast Traveler readers.

The recognition places .Here Baa Atoll among the highest-ranked resorts in the Indian Ocean and comes during a milestone year for the property.

Located within the UNESCO Biosphere Reserve of Baa Atoll, .Here Baa Atoll comprises nine residences spread across two natural islands, Somewhere and Nowhere.

Somewhere features seven three- and four-bedroom residences extending from the beach towards the lagoon and designed for families and groups travelling together. Each residence offers indoor and outdoor living spaces, multiple pools, private dining and personalised Roohu service. Guests are transferred directly to their residence by private speedboat, avoiding a conventional lobby and check-in process.

Condé Nast Traveler has previously highlighted the resort for its emphasis on privacy, its beach-to-lagoon residences and its discreet approach to luxury.

The resort experience also includes Nowhere Private Island, which is reserved exclusively for a single group at a time. The island features a five-bedroom Presidential Residence and a three-bedroom Lagoon Residence, providing eight bedrooms and 3,329 square metres of private living space, supported by dedicated service and individually curated experiences.

The Readers’ Choice Award follows several other recognitions received by .Here Baa Atoll during 2026. The resort was included in the Condé Nast Traveler Hot List 2026, with the publication highlighting its residences and design. It has also received international recognition for its architecture and design, alongside creative collaborators Kulör Group, Muza Lab and Topo Design Studio.

Elina Adiyan, Resident Manager of .Here Baa Atoll, said: “To be recognised by the readers of Condé Nast Traveler so early in our journey is incredibly meaningful. .Here was created around a simple idea: to give guests extraordinary space, genuine privacy and the freedom to experience the Maldives entirely on their own terms. This recognition belongs equally to our team, whose care and dedication bring that vision to life every day. We are deeply grateful to everyone who voted for us.”

The latest recognition adds to .Here Baa Atoll’s growing international profile within the luxury travel sector, with the resort positioning privacy, spacious accommodation, design and personalised service at the centre of its guest experience.

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Awards

Reethi Faru Resort celebrates culinary team’s success at Hotel Asia and FHAM

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Reethi Faru Resort has announced three medal wins by members of its culinary team at the Hotel Asia Culinary Challenge and the FHAM Global Culinary Challenge.

At the Hotel Asia Culinary Challenge, Chef Rohit Kabdal received a Gold Medal in the Decorated Cake category, recognising his work in cake design, presentation and technical execution.

Chef Abhishek Sharma also represented Reethi Faru Resort at the competition, earning a Bronze Medal in the Hot Cooking Fish category.

At the FHAM Global Culinary Challenge, Chef Mayank Bijalwan secured a Silver Medal in the Dress the Cake category, adding a third medal to the resort’s recent culinary achievements.

The results highlight the range of skills within Reethi Faru Resort’s culinary team, spanning pastry, cake presentation and hot kitchen techniques.

According to the resort, participation in professional culinary competitions provides its chefs with opportunities to develop their skills, exchange knowledge and test their abilities alongside other industry professionals.

The achievements also form part of Reethi Faru Resort’s wider focus on dining and guest experience, with its culinary team involved across the resort’s restaurants and food and beverage offerings.

Reethi Faru Resort congratulated Kabdal, Bijalwan and Sharma on their respective achievements, describing the results as recognition of their commitment, technical ability and creativity.

The three medals add to the resort’s recent culinary accolades and reflect its continued emphasis on professional development within its kitchen team.

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Ifuru Island Maldives unveils ‘Echoes of the Ocean and Stars’ festive programme

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Ifuru Island Maldives will celebrate the 2026 festive season with “Echoes of the Ocean and Stars”, an immersive Christmas and New Year programme running from 21 December 2026 to 10 January 2027.

Inspired by the natural beauty of the Maldivian ocean, the night sky and the festive season, the theme will bring together marine and celestial elements across the resort’s décor, entertainment, dining, activities and guest experiences.

At the centre of the concept is the idea that the ocean carries memories, while the stars represent dreams and new beginnings. Rather than presenting the festive season as a series of standalone events, Ifuru Island plans to create a connected journey spanning Christmas, New Year and Orthodox Christmas.

The visual identity of “Echoes of the Ocean and Stars” will combine an underwater-inspired world with celestial elements. Bioluminescent-inspired colours, reef motifs and glowing details will be paired with stars, constellations and moonlit features throughout the resort.

The colour palette will include deep ocean blue and midnight navy alongside pearl white, silver, soft turquoise, pink and purple, with accents of celestial gold. Coral forms, waves, shells and reef-inspired features will be combined with stars and festive details, giving traditional Christmas elements an interpretation inspired by Ifuru Island’s natural surroundings.

The concept will extend beyond decorations to dining, entertainment, activities, uniforms, signage and festive communications.

The resort said the theme is also intended to reflect the emotions associated with the festive period. The ocean represents peace, connection and possibility, while the stars symbolise hope, dreams, guidance and new beginnings.

The festive journey will begin on 21 December and continue through 10 January, encompassing Christmas, New Year and Orthodox Christmas celebrations.

Christmas Eve on 24 December will feature festive dining and entertainment, while Christmas Day on 25 December will centre on family celebrations and relaxed island experiences.

On 31 December, Ifuru Island will mark New Year’s Eve with the main celebration of the festive period, before welcoming 2027 on New Year’s Day with activities centred around the island setting and surrounding ocean.

Celebrations will continue from 1 to 10 January during the Orthodox festive period, including Orthodox Christmas.

According to the resort, the broader concept is intended to connect the entire guest experience, with the island’s natural environment forming part of the festive setting. The ocean will provide inspiration during the day, while the night sky will shape the atmosphere after sunset.

Dining experiences, entertainment and activities will each form part of the wider “Echoes of the Ocean and Stars” narrative, giving guests different experiences throughout their stay while maintaining a consistent creative theme.

The programme is designed for guests travelling with family, friends or loved ones, with Ifuru Island aiming to combine its natural surroundings with festive celebrations and shared experiences.

The full festive programme, including entertainment, activities, culinary experiences and special events, will be announced separately.

“Echoes of the Ocean and Stars” will run at Ifuru Island Maldives from 21 December 2026 to 10 January 2027. Christmas Eve will be marked on 24 December, Christmas Day on 25 December, New Year’s Eve on 31 December, New Year’s Day on 1 January and the Orthodox festive period from 1 to 10 January 2027.

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