ADDU BEYOND THE EQUATOR | Discover Addu

Addu City celebrated the launch of its new tourism brand on Friday night with a vibrant event at Canareef Resort. Organized by the Addu City Council, this initiative aims to elevate tourism in the southernmost atoll of the Maldives. The unveiling attracted notable attendees, including the Minister of Tourism, the Deputy High Commissioner of India, members of parliament, local councilors, government officials, and key stakeholders in the tourism sector.

The brand’s slogan, “ADDU BEYOND THE EQUATOR,” encapsulates its unique appeal. This initiative, spearheaded by the newly established Addu Destination Management Office (ADMO), seeks to position Addu as a premier destination, showcasing the region’s distinctive charm and natural beauty within the Maldives’ premium tourism landscape. The launch reflects the Council’s commitment to fostering a sustainable and thriving tourism sector in Addu.

Minister of Tourism Mr. Faisal emphasized that 2025 will see an intensified effort in promoting tourism, particularly in remote regions like Addu. He announced that these areas will receive special incentives to attract investment and mentioned plans for a southern tourism symposium to be held in Addu next year.

Mayor Mr. Nizar heralded this initiative as a new beginning for tourism in the region, urging collaboration between the public and business sectors to enhance promotional efforts. He also highlighted that the Addu City Council will represent Addu at the World Travel Market (WTM) in London this November. A memorandum of understanding (MOU) was signed between the Addu City Council and Gan International Airport to collaborate on tourism promotion activities.

Councilor Zareer, who leads the ADMO underscores the brand launch as a pivotal step towards a broader tourism strategy. He highlighted that this branding is not just a logo, but an invitation for international tourist to discover Addu through a refined lens. He added, “For Addu’s brand to succeed, we need the collaboration of our local community, businesses and stakeholders. This is a brand for all of us to carry forward together”

During the brand presentation by Encrea Studio, the creative team elaborated on the inspiration behind “Beyond the Equator.” As one of the few places globally where the equator crosses, Addu has long held a unique position, often celebrated in travel literature for its equatorial charm. This distinctive trait inspired the tagline and brand direction, emphasizing Addu’s abundant natural landscape, from pristine reefs to lush mangroves. The logo represents the equator’s spherical path around the Earth, positioned as the centerpiece on the Addu map.

To support this vision, Encrea Studio introduced five thematic areas for promoting 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
Beyond Dreams: Atoll of Adventure

These themes serve as the foundation for showcasing Addu as a destination where visitors can explore beyond the familiar, immersing themselves in everything from historical landmarks to untouched natural beauty.

This new identity will guide upcoming tourism initiatives by ADMO and aligns with broader goals for Addu’s development, ensuring that every aspect of the atoll’s tourism adheres to international standards while preserving its cultural essence.

The unveiling of Addu’s brand identity marks the beginning of a transformative chapter for tourism in Addu, driven by a shared vision of sustainable growth and unique visitor experiences that resonate “Beyond the Equator.”