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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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Unveiling ultimate escape: GlobeAir’s long-haul service to The Nautilus Maldives

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The Nautilus Maldives has announced an extraordinary partnership with GlobeAir, Europe’s leading private jet operator. This exclusive collaboration introduces GlobeAir’s long-haul private jet services to the Maldives, setting a new benchmark for bespoke travel and offering an unparalleled journey into the world of ultimate luxury.

By joining forces, The Nautilus and GlobeAir aim to redefine bespoke travel, combining their expertise to deliver highly personalised and unforgettable experiences for the most discerning global travellers. This partnership seamlessly merges two realms of exceptional luxury, elevating both the travel experience and the destination itself.

GlobeAir’s newly launched long-haul private jet services to the Maldives reimagine private aviation with tailored itineraries, exceptional service, and unmatched comfort. From the moment passengers board, their journey is designed to reflect the elegance and exclusivity synonymous with The Nautilus. This collaboration exemplifies The Nautilus’s commitment to absolute freedom and bespoke ultra-luxury hospitality, where every detail is meticulously curated to ensure an unforgettable experience. Together, The Nautilus and GlobeAir invite guests to embark on a seamless transition from takeoff to the barefoot luxury of the Maldives.

The Exclusive Nautilus Experience:

  • A Seamless Voyage: Guests begin their journey with a round-trip aboard a GlobeAir private jet, where every detail is crafted to provide ultimate comfort and personalised service.
  • A Timeless Stay in Paradise: Upon arrival at The Nautilus, time slows down, and bespoke experiences take centre stage. With only 26 ultra-luxury boho-chic houses and residences, each space offers complete privacy and is tailored to individual preferences.
  • Complimentary Cinema Under the Stars: Guests can indulge in an enchanting beachside cinema experience, featuring a custom bokkura setup and the soothing sounds of the Indian Ocean. The evening is complete with a bottle of fine champagne, blending barefoot sophistication with the magic of the Maldives.
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Bond beyond travel: Iain and Debbie’s 40-visit love affair with Reethi Faru Resort

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Reethi Faru Resort proudly celebrates the extraordinary journey of two devoted guests, Iain and Debbie, who recently marked a special milestone: Debbie’s 40th visit to the Maldives. Iain, who has visited even more frequently, shares this remarkable tradition with Debbie, which began in 2005 when they discovered the Mahogany Group by chance. Since then, their deep connection with the resort has brought them back year after year.

Iain and Debbie’s love for the Maldives transcends mere vacations, evolving into a meaningful relationship with the resort and its staff. “When we arrive, it feels like we’re meeting family at the end of a very long journey,” Debbie shares, describing the warm and welcoming environment that greets them every time. Their bond with the staff is reflected in the many holidays, birthdays, and special occasions they have celebrated together.

Now retired, the couple enjoys extended stays at Reethi Faru, often spending up to three months a year diving, dining, and relaxing at the spa. Their loyalty to the resort is a testament to the exceptional service and community spirit it fosters. “We know everyone who works in the restaurants, and they treat us like friends,” Iain explains. “Those little touches—like trying something new or receiving a taster dish—make all the difference.”

The emotional connection the couple has with the resort runs deep. “Every time we leave, I cry all day, even though I know I’ll be back in a few months,” Debbie admits. “It’s always very hard to leave such a wonderful place.”

Iain and Debbie have also shared their enthusiasm for Reethi Faru with others, inspiring friends to join them. “We’ve recommended Reethi Faru to many of our friends, and it has become a central meeting point for divers and food lovers,” Iain says. “We all share a common passion for what we love.”

Having now visited Reethi Faru 30 times, the couple has already planned their next trip to the resort, underscoring their unwavering affection for the island paradise.

Reethi Faru Resort remains committed to fostering an environment where guests can create lasting memories and forge deep connections. The resort eagerly anticipates welcoming Iain, Debbie, and all returning guests for many years to come.

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Coco Bodu Hithi wins ‘Best Service’ at 2025 Condé Nast Johansens Awards

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Coco Bodu Hithi, a renowned boutique resort in the Maldives celebrated for its Maldivian-inspired elegance, has received recognition at the 2025 Condé Nast Johansens Awards for Excellence.

This prestigious accolade honours outstanding quality across recommended properties worldwide and serves as a trusted benchmark for travellers and industry professionals alike. Coco Bodu Hithi was awarded the title of ‘Best Service’ by Condé Nast Johansens for its exceptional hospitality, which seamlessly blends serene surroundings with meticulous, personalised service.

Additionally, the resort was recently recognised in the 2024 Condé Nast Traveler Readers’ Choice Awards as one of the top resorts in the Indian Ocean, cementing its position as a leader in luxury travel. Offering a thoughtfully curated guest experience, Coco Bodu Hithi continues to set itself apart within the industry.

The resort also excels in culinary innovation, boasting four exceptional restaurants. Renowned Michelin-starred chefs frequently collaborate with Group Culinary Director and Michelin-starred chef Martin Cahill to craft exquisite dining experiences, reflecting Coco Bodu Hithi’s unwavering commitment to service excellence and world-class gastronomy.

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