Visit Maldives is facing ridicule and criticism over its new promotional slogan for next year, "Islands Are Us," with critics slamming the tagline for a lack of originality and creativity for a destination voted the world's most popular for the past six consecutive years.
As the Maldives prepares to mark the 55th anniversary of its tourism industry next year, the government has designated 2025 as "Visit Maldives Year." The slogan, developed by the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives), was officially unveiled during the Maldives Intelligence Briefing held on August 13.
While the slogan has been released, the full branding is scheduled to be launched on October 3, coinciding with National Tourism Day.
"The Maldives does not simply consist of islands; its identity has been shaped by them. Across generations, island life has influenced its communities, traditions, livelihoods, relationship with the ocean and culture of hospitality. The theme brings these elements together, positioning the Maldives as a living expression of island life," Visit Maldives stated on its website.
Critics have noted the slogan's striking similarity to the American retail giant "Toys "R" Us." Many have accused the tourism board of derivative branding, suggesting the tagline was adapted from the famous toy company's name.
"'Islands Are Us'sounds less like a global destination campaign and more like a discount toy shop next to 'Toys “R” Us.' No originality. No emotion. No magic. No global pull. A multi billion dollar tourism brand like Maldives, deserves better than a slogan that sounds like it came from a clearance aisle," said Mohamed Firaq, CEO of Inner Maldives.
Social media users have echoed these sentiments, pointing out that previous campaigns featured original slogans that authentically represented the essence of Maldivian tourism.
"This isn't a tourism slogan. It sounds more like the name of a toy store opening in Hulhumalé. This billion-dollar destination deserves creativity, not copy-pasting," one user commented.
Many highlighted that past slogans, such as the iconic "The Sunny Side of Life" and the 2011 "Always Natural" campaign, perfectly encapsulated the unique characteristics of the Maldives.
The decision to use a slogan so similar to "Toys "R" Us" also raises potential legal concerns, as the American corporation has a history of filing lawsuits against entities that use similar names or trademarks.
The controversy comes at a challenging time for the industry, as global geopolitical tensions and shifting travel patterns begin to impact Maldivian tourism. Stakeholders have expressed growing concern that the country is not being marketed effectively enough to navigate these emerging challenges.
