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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.”
Featured
Spellbinding Halloween awaits at Kuramathi Maldives’ Bageecha Kids Club

Kuramathi Maldives is set to delight its youngest guests with a week of thrilling Halloween festivities at Bageecha Kids Club. From 27th October to 1st November 2025, children can look forward to a magical and mysterious line-up of activities designed especially for them. With haunted adventures, imaginative crafts, exciting games, and vibrant pool parties, every day promises a new and unforgettable experience.
Each Halloween-themed day will offer something unique, encouraging children to unleash their creativity through spooky arts and crafts. Activities include making pirate hats and treasure maps, crafting vampire teeth and pasta skeletons, and engaging in pool games, treasure hunts, and obstacle courses designed to entertain and challenge. Dance lovers can take part in monster dance-offs and zombie limbo, guaranteeing plenty of laughter and fun.
The centrepiece of the week’s festivities takes place on 31st October with a grand Halloween Day celebration. Youngsters will have the chance to show off their costumes in a Trick-or-Treat parade, decorate haunted cookies, and join a lively monster-themed pool party. The celebrations will culminate in a magical finale on Saturday 1st November, featuring rainbow potions, fairy wings, dragon tails, and other enchanting surprises.
With themed meals, creative workshops, and non-stop entertainment throughout the week, Bageecha Kids Club offers an unforgettable Halloween experience. Whether discovering their spooky side or diving into a whimsical world of magical creatures, young guests are sure to take home lasting memories of a truly spellbinding holiday.
Featured
Indulgent island retreat awaits with Cinnamon Velifushi’s limited-time flash sale

Cinnamon Velifushi Maldives is extending an exclusive invitation to travellers with a limited-time flash offer combining exceptional value with indulgent island experiences. Available for bookings made between 3rd and 17th August 2025, the promotion offers up to 85% off stays throughout September 2025, inclusive of complimentary return speedboat transfers and a selection of three curated experiences tailored to elevate each guest’s stay.
Shaped like a manta ray gliding through turquoise waters, Cinnamon Velifushi Maldives is one of the most picturesque islands in the Meemu Atoll. As part of this special offer, guests may personalise their getaway by selecting three of the following signature experiences:
- A four-course beachside dinner featuring premium steak or freshly caught seafood
- A 45-minute spa treatment for deep relaxation
- A scenic island-hopping excursion across neighbouring islets
- A dolphin-watching trip in their natural habitat
- USD 200 in resort credit for added flexibility
From underwater adventures to open-air dining under the stars, or simply embracing the island’s tranquil pace, the offer encourages guests to make the most of their tropical escape — for considerably less.
Ideal for those in search of an elegant end-of-summer retreat, Cinnamon Velifushi Maldives provides a sophisticated setting with both overwater and beachside villas, and a variety of dining options. Among them is the acclaimed Marlin Restaurant, regarded as one of the atoll’s finest à la carte experiences, particularly renowned for its fresh seafood.
Reservations under this flash offer are open from 3rd to 17th August 2025, for stays between 1st and 30th September 2025.
Excursions
COMO Maalifushi launches freediving with Maldivian pioneer Fahd Faiz

COMO Maalifushi has announced the launch of its new freediving programme, developed in collaboration with Fahd Faiz, the first Maldivian freediving instructor and a prominent advocate for marine conservation in the country. This initiative reflects the resort’s ongoing commitment to delivering transformative guest experiences while promoting sustainability, education, and professional development within its team.
Running from 27 July to 10 August 2025, Fahd Faiz’s residency marks the official introduction of freediving training at COMO Maalifushi. The programme centres on equipping the resort’s marine team with advanced skills in breath-hold diving, safety protocols, and heightened underwater awareness. These freediving techniques are set to be incorporated into the resort’s PADI offerings, providing guests with an opportunity to engage with the ocean in a more mindful and unrestricted manner.
Fahd Faiz is the founder of Freedive Maldives, the country’s first locally owned freediving centre, established in 2015. A world record holder in static apnea, he has trained more than 1,000 students and currently serves as President of the Maldives Freediving Association. As the country’s sole PADI Instructor Trainer, he has played a pivotal role in shaping the freediving landscape both in the Maldives and internationally.
Peter Nilsson, Managing Director of COMO Maldives, remarked, “Having Fahd with us at COMO Maalifushi has been an inspiring experience for the team. His passion for the ocean, combined with his exceptional expertise and dedication to education, aligns perfectly with our brand’s ethos of holistic wellness, sustainability, and authentic connection to place. This new freediving initiative not only strengthens our internal capabilities but also enriches the experience we offer our guests, allowing them to encounter the marine world in a deeper and more tranquil way. We are proud to support Fahd’s mission and delighted to introduce freediving at COMO Maalifushi.”
During his residency, Fahd is leading immersive training sessions with the resort’s marine team, focusing on breath control, rescue techniques, equalisation, and mental conditioning—skills essential to freediving and valuable in ensuring guest safety and engagement.
This new freediving experience at COMO Maalifushi is poised to become a signature offering, inviting guests to explore the depths of the Indian Ocean on a single breath, amidst vibrant coral gardens, tropical reef fish, and the meditative silence of the sea.
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