Addu Atoll, the Southernmost administrative atoll in the Maldives, unveiled its new tourism brand identity, “Addu: Beyond the Equator,” at the World Travel Market (WTM) in London yesterday. The initiative, led by the Maldives Marketing and Public Relations Corporation (MMPRC) in partnership with the Addu Destination Management Office (ADMO), seeks to highlight the atoll’s unique blend of pristine natural beauty, rich cultural heritage, and historical significance, particularly its connection to Britain.
The brand launch was attended by Addu City Mayor Ali Nizar, MMPRC Chairman Abdulla Ghiyas, and MMPRC Managing Director Ibrahim Shiuree, marking a key moment in the promotion of Addu as a premier destination. During the WTM, ADMO will engage with global travel agents and tour operators, showcasing Addu as “The Other Side of Maldives.”
“By launching our brand at WTM London, we honour Addu’s historical ties with Britain,” said Mayor Nizar. The atoll’s colonial history, including the presence of a World War II British base on Gan Island, has left a lasting British cultural influence. “Addu: Beyond the Equator” invites travellers to experience the Maldives from a fresh perspective—blending breathtaking landscapes with a rich, intertwined history.
MMPRC Chairman Abdulla Ghiyas highlighted Addu’s unique place in the Maldivian tourism landscape, stating, “This unified vision for Addu supports our broader goal of showcasing a diverse Maldives. Addu’s exceptional landscapes, culture, and heritage offer travellers an experience that goes beyond the typical beach holiday.”
The launch of the new brand is in line with the Visit Maldives campaign, positioning Addu as a distinctive destination within the wider Maldives tourism portfolio. Throughout WTM, ADMO will pursue strategic partnerships to boost Addu’s global visibility and elevate it as a sought-after travel destination.
