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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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Patina Maldives hosts Chef Shannon Bennett for exclusive April residency

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From 1 to 5 April 2026, Patina Maldives, Fari Islands will host Shannon Bennett, one of Australia’s most recognised culinary figures and the creative force behind Belongil. The residency brings together a chef known for shaping dining as an emotional and reflective experience with a destination defined by perspective, creativity and purpose.

Bennett’s career extends beyond traditional notions of cooking. Through projects such as Vue de Monde and Belongil, he has explored dining as a medium for memory, connection and emotion, placing emphasis on experience rather than consumption. His approach centres on creating moments that remain with guests long after the meal has ended.

At Patina Maldives, the residency represents a convergence of shared values. Over five nights, guests are invited to take part in a limited series of dining experiences shaped by intention, curiosity and a sense of place. Rather than recreating Belongil in another setting, the programme evolves its philosophy, drawing inspiration from the natural rhythm and clarity of the Maldivian environment.

Commenting on the collaboration, Bennett said Belongil was conceived as more than a place to eat, but as a space for ideas, connection and lasting moments. He noted that Patina Maldives reflects a similar sense of purpose, adding that bringing his work into the island setting offered an opportunity to create experiences that feel grounded, honest and meaningful.

Patina Maldives continues to develop its identity by providing a platform for global creative voices to shape new conversations and perspectives. The residency with Bennett aligns with this approach, positioning cuisine as one element within a broader cultural and experiential narrative.

Tom Bray, Director of Lifestyle at Patina Maldives, said the resort exists to bring people closer to ideas, creativity and self-discovery. He added that welcoming Bennett reflects this philosophy, describing the residency as an experience designed to shift perspective rather than focus solely on gastronomy.

The residency is presented as an experience defined by intention rather than spectacle. Taking place over five nights on a single island, it brings together Patina Maldives and one of the culinary world’s most reflective minds for a programme shaped by presence, purpose and a sense of moment that cannot be replicated in the same way again.

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You & Me Maldives unveils curated Premium All Inclusive programme

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You & Me Maldives, the adults-only luxury retreat under The Cocoon Collection, has announced the launch of its new Premium All Inclusive experience, aimed at enhancing island stays through a more seamless and comprehensive offering in the Indian Ocean.

The Premium All Inclusive experience is designed to begin from the point of arrival. Guests receive complimentary access to The Cocoon Collection Lounge at the seaplane terminal at Velana International Airport, where services are provided to ensure a smooth transition before the journey to the resort.

On arrival at the island, guests are welcomed in their villas with a chilled bottle of sparkling wine and a selection of canapés. The Premium All Inclusive plan includes unlimited premium beverages by the glass, featuring a curated range of wines, signature cocktails, top-shelf spirits, international beers and non-alcoholic options. The in-villa minibar is replenished daily with soft drinks, international beers, red and white wines, as well as assorted snacks. For stays of five nights or more, guests also receive two bottles of premium liquor from a selected list, provided once during the stay.

The experience further includes a range of activities. Guests staying a minimum of three nights are offered one sunset cruise and one snorkelling excursion per stay, while those staying seven nights or more are entitled to a catamaran cruise. Unlimited use of snorkelling equipment and non-motorised water sports, including canoeing, kayaking and paddle boarding, is also included, subject to weather conditions.

Dining forms a central part of the Premium All Inclusive concept. Guests can enjoy three themed dining evenings, including a seafood barbecue under the stars featuring prawns, lobster and oysters. For stays of five nights or more, guests may also take part in a complimentary group cooking class, with a choice between ethnic or Italian cuisine, led by the resort’s culinary team.

Wellness offerings are also incorporated into the programme, with guests able to participate in up to three complimentary sunrise yoga sessions per stay, subject to availability.

The introduction of the Premium All Inclusive experience reflects the resort’s focus on personalised service and carefully curated stays. The offering is positioned to appeal to couples seeking relaxation, romance or activity-led experiences within an adults-only island setting.

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Eid celebrations at SO/ Maldives blend Arabic tradition and Maldivian culture

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SO/ Maldives is inviting global travellers this season to reimagine Eid not merely as a holiday, but as an immersive island escape. Located just 15 minutes by speedboat from Malé, the fashion-forward private island retreat sets the stage for a celebration where cultural heritage, contemporary luxury and tropical glamour come together.

At the centre of the festivities is an authentic culinary experience at Hadaba, the resort’s award-winning Arabic restaurant. Guests are offered Levantine flavours, artisanal mezze and traditional recipes presented with a modern approach, creating a setting for shared dining and celebration. As part of the resort’s dine-around concept, Hadaba can be included in a wider culinary journey across the island, allowing guests to experience Arabic cuisine alongside the resort’s other dining venues.

As evening falls, celebrations move to Lazuli Beach Club, where shisha rituals and Arabic-inspired refreshments are served in a beachfront setting. Traditional performances are complemented by Maldivian Boduberu drumming and fire dance displays, creating a cultural programme designed to appeal to international travellers seeking meaningful experiences.

Across the island, Eid is marked through a series of curated activities aimed at encouraging connection and creativity. Cultural workshops, including palm-leaf artistry and henna sessions, offer opportunities to explore heritage, while younger guests are engaged through themed crafts, interactive games and sweet treat decorating. The overall atmosphere remains celebratory while maintaining a relaxed pace that reflects the resort’s character.

Beyond the festive programme, the resort positions the long weekend as a fully immersive island retreat. Guests stay in beach and overwater villas featuring private pools and ocean views, with interiors inspired by high fashion. Time is spent between spa treatments, lagoon activities, beach club experiences and sunset dining, balancing celebration with seclusion.

To mark the season, the resort has introduced two limited-time stay offers. The One Night on Us offer provides savings of 33 per cent on stays of three nights or more, along with daily breakfast, complimentary transfers and spa privileges. The Soo Summer package offers preferential rates combined with spa experiences, curated dining inclusions and additional benefits for water villa stays.

Welcoming travellers from Europe, Asia, the Middle East and beyond, the resort presents Eid as a global celebration where Arabic traditions, Maldivian culture and contemporary design are brought together. This season, guests are invited to exchange routine for island surroundings and experience Eid through a redefined island perspective.

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