Addu City Debuts New Tourism Identity “Beyond the Equator” at WTM London

Addu City marked a historic milestone yesterday with the global launch of its new tourism brand identity at the World Travel Market (WTM) in London. Held in partnership with the Maldives Marketing and Public Relations Corporation (MMPRC) and the Addu Destination Management Office (ADMO), the event showcased Addu City’s redefined image as a must-visit destination under the tagline “Addu: Beyond the Equator.”

The special event, which kicked off the Addu Tourism marketing initiative, was kicked off by the Mayor of Addu City, Mr. Ali Nizar; the Chairman of MMPRC, Mr. Abdulla Ghiyas; and the Managing Director of MMPRC, Mr. Ibrahim Shiuree. Each spoke about Addu’s immense potential and shared insights into the future of Addu as a destination poised to capture the hearts of international travelers.

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The brand unveiling marks a new chapter in Addu City’s tourism journey. Over the course of WTM, the ADMO will engage in discussions with tour operators and travel agents from around the globe, highlighting the city’s unique attractions and diverse tourism offerings. This rebranding emphasizes Addu’s rich heritage, its pristine natural landscapes, and its distinct place as a gateway “Beyond the Equator.”

The decision to launch Addu City’s tourism brand at the World Travel Market in London was strategically influenced by the city’s rich colonial history, particularly its significant connection to Britain during World War II and the post-war period. Addu Atoll served as a pivotal location for British forces, hosting a Royal Air Force Base on the island of Gan. This historical relationship has left an enduring legacy in Addu, where remnants of British architecture, cultural influences, and shared memories persist to this day.
Selecting London for the global debut of Addu: Beyond the Equator pays homage to this history and reflects a unique bond between Addu and Britain. It positions Addu as a place where travelers can experience not only the scenic beauty and local culture of the Maldives but also a destination rich with stories that stretch across continents and generations.

3/3 With this new brand identity, Addu aims to stand out as a premier destination beyond the equator, ready to welcome and inspire global travelers. The future is bright for #AdduTourism! pic.twitter.com/2SKiAENThJ— Addu Tourism (@AdduTourism) November 5, 2024

Mayor of Addu City, Mr. Ali Nizar, emphasized the significance of the occasion for Addu’s future:“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, and it invites travelers to explore beyond the ordinary. Our aim is to share the remarkable heritage and landscapes of Addu, creating lasting connections with travelers from across the globe. Addu will be a bucket list destination for any tourists traveling to Maldives”

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

MMPRC Managing Director, Mr. Shiury, spoke on the future of tourism in Addu: “The new brand identity of Addu City sets a remarkable example of how destination branding can perfectly complement the Visit Maldives brand and encourage more atolls and islands to follow these standards. Addu represents a new dimension of Maldivian tourism—one that encourages visitors to go beyond the typical tropical experience and discover a destination rich in history, ecological diversity, and a unique sense of community. Addu: Beyond the Equator brings a refreshing perspective to our tourism narrative, and we are confident it will resonate with travelers in search of adventure, authenticity, and inspiration.”

With this launch, Addu City stands ready to welcome visitors from all corners of the world, offering them a unique experience that celebrates the best of the Maldives while uncovering the hidden gems of Addu. As part of the WTM engagements, ADMO will explore strategic partnerships and seek collaborations that will further establish Addu City as a destination of choice.

For more information about Addu City, please visit www.addutourism.com