Addu City celebrated a milestone in tourism with the launch of its new brand identity, “Addu: Beyond the Equator,” at Canareef Resort. Led by the Addu Destination Management Office (ADMO), this initiative aims to position Addu as a premier destination, showcasing its unique natural beauty and rich cultural heritage.
Distinguished guests, including His Excellency Minister Faisal, Mayor Ali Nizar, and the City Council, unveiled the brand identity with a short film and logo reveal. The tagline “Beyond the Equator” reflects Addu’s exceptional location south of the equator, symbolizing its unique heritage, vibrant marine life, and untouched landscapes.
Mayor Nizar emphasized Addu’s vision to become a must-visit destination in the Maldives, combining authenticity with luxury. “Our goal is to make Addu a bucket-list destination that aligns with the Maldives’ reputation for premium tourism,” he stated.
Councillor Zareer, leading ADMO, highlighted the brand’s cultural richness, stating, “This brand is an invitation to explore Addu’s premium offerings. It’s a shared vision for the community, businesses, and stakeholders.”
Crafted by Encrea Studio, the brand includes five thematic pillars: Beyond Ordinary (Diving), Beyond Beaches (Islands), Beyond Horizons (Sunrises and Sunsets), Beyond Serenity (Biosphere), and Beyond Dreams (Adventure), each encouraging visitors to explore Addu’s unique experiences.
With this launch, Addu begins a transformative journey, inviting travelers to explore what lies “Beyond the Equator” while preserving the atoll’s natural beauty and culture.
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