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.”
Drink
Sirru Fen Fushi hosts Flor de Caña mixology event with Dinesh Mondkar
The Behind The Bar Sirru Icon series recently hosted a mixology event at Sirru Fen Fushi Private Lagoon Resort, featuring Dinesh Mondkar, Flor de Caña’s brand ambassador for India.
The event gave guests an opportunity to explore a selection of rum cocktails while learning more about the craftsmanship and heritage behind the Flor de Caña brand. Set against a sunset backdrop over the ocean, the session combined cocktail-making techniques, brand storytelling and a relaxed island setting.
Guests were introduced to a range of cocktails that highlighted bold flavours and the versatility of rum in contemporary mixology. The evening also offered insight into the methods and presentation behind premium cocktail service, adding an interactive element to the experience.
The event formed part of the resort’s ongoing Behind The Bar Sirru Icon series, which continues to bring recognised figures from the international spirits industry to the Maldives. Through the series, the resort aims to expand its food and beverage offering with curated events that connect guests with global brands and industry expertise.
Such experiences are designed to complement the wider guest programme by combining destination dining and beverage concepts with the setting of the Maldives, while offering visitors a more immersive way to engage with the resort’s hospitality offerings.
Featured
Angsana Velavaru marks reopening of upgraded futsal ground
Angsana Velavaru has reopened its futsal facility as part of efforts to enhance guest experiences and staff engagement through sport and community activities.
The reopening ceremony was officiated by Dhaalu Atoll Council president Ahmed Shafiu and the resort’s general manager, Ahmed Zahir, who jointly cut the ribbon to mark the occasion.
Located within the island grounds, the futsal court measures 57 metres by 38 metres and is intended to serve as a space for both recreational use and organised activities for guests and resort associates.
The resort said the facility would form part of its wider recreational offering and would host workshops and expert-led collaborations aimed at providing guests with sports-based experiences while also supporting skill development and interaction. It added that the initiative also reflects its focus on staff wellbeing, teamwork and active living.
The opening event included friendly matches between the Angsana Velavaru men’s and women’s teams, as well as an inter-resort match between the Angsana Velavaru Orange Army and Banyan Tree Vabbinfaru.
Adjacent to the futsal court is the resort’s upgraded watersports centre, which now includes updated guest facilities such as shower and changing areas.
Ahmed Zahir said the reopening of the futsal ground represented more than a recreational upgrade and reflected the resort’s commitment to creating meaningful experiences for both guests and associates. He said the facility would support active living, connection and wellbeing, while also serving as a space for learning and collaboration.
Angsana Velavaru, located in South Nilandhe Atoll, said the reopening of the futsal facility forms part of its wider efforts to expand its lifestyle and community-focused offerings.
Featured
World Art Day inspires new Graffiti Club at InterContinental Maldives Maamunagau Resort
InterContinental Maldives Maamunagau Resort has launched the Graffiti Club to mark World Art Day, introducing a team-led initiative focused on artistic expression, collaboration and storytelling through art.
The resort said the initiative brings together more than 18 team members from across different departments, reflecting a shared interest in creativity. As part of the project, selected back-of-house spaces have been turned into canvases, transforming staff areas into spaces for artistic work.
Inspired by the natural environment of the Maldives and the Maamunagau lagoon, the first set of artworks features marine life such as manta rays, whale sharks and sea turtles. The resort said the designs reflect the biodiversity of the destination and its connection to the surrounding ocean. Additional artwork is also being developed as the project continues.
InterContinental Maldives said the initiative is rooted in its brand culture and service philosophy, Inspire Incredible, and is intended to support creativity, collaboration and self-expression among team members.
Renuka Gupta, cluster director of learning and development, said creativity exists in every individual, regardless of role or background. She said the initiative was created to provide team members with a space to express themselves, connect with colleagues and contribute to the environment in which they work each day.
The resort said the Graffiti Club forms part of its wider approach to workplace culture, with a focus on creativity, wellbeing and personal expression alongside the guest experience.
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