'Addu: Beyond the Equator' poised to boost tourism scope

Addu City Council launches Addu Tourism brand identity initiative to promote tourism in the southern-most city. (Photo: Addu City Council)

The Secretariat of Addu City Council officially unveiled the new Addu Tourism brand identity at Canareef; "Addu: Beyond the Equator".

This initiative, led by the recently established Addu Destination Management Office (ADMO) under the southern-most city's council, is designed to "position Addu as a premier destination, highlighting the region's unique charm and natural beauty".

The event was graced by the Minister of Tourism, Ibrahim Faisal along with the members of the Addu City Council.

The "Addu: Beyond the Equator" brand identity emphasizes on the atoll's unique positioning as one of the few places in the Maldives located south of equator.

"Our goal is to make Addu a bucket-list destination for every tourist who visits the Maldives," said the city's Mayor, who spoke about the vision of Addu's new tourism identity.

"The new brand captures the essence of our atoll's authenticity while aligning with the Maldives' reputation for luxury and unparalleled hospitality."

Councilor Zareer, who leads ADMO, underscored the brand launch as a pivotal step toward a broader tourism strategy.

"This brand is more than a logo; it's an invitation for international tourists to discover Addu through a refined lens."

The tourism promotion initiative will be carried through five thematic areas, which are: