Addu City unveils new tourism brand ‘Beyond the Equator’ at WTM in London

Addu City celebrated a historic milestone today with the global debut of its new tourism brand identity at the World Travel Market (WTM) in London. Organised in partnership with the Maldives Marketing and Public Relations Corporation (MMPRC) and the Addu Destination Management Office (ADMO), the event presented Addu City’s refreshed image as an essential travel destination, encapsulated by the tagline “Addu: Beyond the Equator.”

The launch, which marked the beginning of the Addu Tourism marketing initiative, was spearheaded by key figures, including the Mayor of Addu City, Ali Nizar; MMPRC Chairman, Abdulla Ghiyas; and MMPRC Managing Director, Ibrahim Shiuree. Each leader expressed Addu’s significant potential and shared a vision for its future as a captivating destination for global travellers.

This brand reveal marks a pivotal point in Addu City’s tourism journey. Throughout WTM, ADMO will engage with international tour operators and travel agents, spotlighting the city’s unique attractions and diverse tourism offerings. The rebranding underscores Addu’s rich heritage, its pristine natural landscapes, and its unique appeal as a destination “Beyond the Equator.”

Choosing to launch Addu City’s tourism brand at the World Travel Market in London was strategically inspired by Addu’s colonial history, particularly its strong ties to Britain during World War II and afterward. Addu Atoll was a key site for British forces, housing a Royal Air Force Base on Gan Island. This historical connection left an enduring legacy, with traces of British architecture, cultural influence, and shared memories still visible in Addu today.

Unveiling “Addu: Beyond the Equator” in London honours this historical bond and reflects the unique relationship between Addu and Britain. The launch positions Addu as a place where travellers can immerse themselves in both the scenic beauty and local culture of the Maldives, as well as in stories that span continents and generations. This debut at WTM London is more than a marketing opportunity; it invites the world, especially British visitors, to rediscover a place where their own history intersects with Addu’s unique heritage, evoking a sense of familiarity while exploring a distinct side of the Maldives.

Ali Nizar, Mayor of Addu City, underscored the event’s importance for Addu’s future, saying, “This moment is transformative for Addu City, as we step forward onto the world stage with a renewed sense of purpose and a brand that captures our unique spirit. ‘Addu: Beyond the Equator’ is a testament to our city’s history, culture, and natural beauty, inviting travellers to explore beyond the ordinary. Our aim is to share Addu’s remarkable heritage and landscapes, forging lasting connections with travellers worldwide. Addu will be a bucket-list destination for any tourists visiting the Maldives.”

MMPRC Chairman Abdulla Ghiyas highlighted the collaborative efforts behind the launch: “This new branding represents a powerful, unified vision for Addu City that aligns with our mission to promote the Maldives as a diverse and vibrant destination. Known now as ‘The Other Side of Maldives,’ Addu has so much to offer—its unique location, rich culture, and breathtaking natural wonders all converge under this inspiring new identity. We’re proud to support Addu City in this journey and look forward to seeing the destination flourish.”

Shiury, MMPRC’s Managing Director, spoke on the future of tourism in Addu, stating, “Addu City’s new brand identity sets an exemplary standard for destination branding that aligns seamlessly with the Visit Maldives brand, encouraging more atolls and islands to follow this approach. Addu represents a new dimension of Maldivian tourism, inviting visitors to go beyond the usual tropical experience and discover a destination enriched by history, ecological diversity, and a vibrant community spirit. ‘Addu: Beyond the Equator’ brings a fresh perspective to our tourism narrative, and we are confident it will resonate with travelers seeking adventure, authenticity, and inspiration.”

With this launch, Addu City is prepared to welcome visitors from around the globe, offering them an experience that celebrates the Maldives while unveiling the unique treasures of Addu. As part of the WTM engagements, ADMO will pursue strategic partnerships and explore collaborations to further establish Addu City as a preferred destination.