Addu City's new tourism brand identity "Addu: Beyond the Equator" was introduced at the World Travel Market (WTM) in London on Wednesday.

The event was held in partnership with the Maldives Marketing and Public Relations Corporation (MMPRC) and the Addu Destination Management Office (ADMO) to showcase the city's redefined image as a must-visit destination.

"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," Mayor Ali Nizar said at the event.

"Our aim is to share the remarkable heritage and landscapes of Addu, creating lasting connections with travellers from across the globe. Addu will be a bucket list destination for any tourists travelling to Maldives," he added.

Along with Nizar, the Chairman of MMPRC Abdulla Ghiyas and the Managing Director of MMPRC Ibrahim Shiuree attended the event.

Ghiyas highlighted the collaborative efforts behind the launch and said the new branding is a powerful and unified vision for Addu City.

"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," he said.

Meanwhile, Shiuree said 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," he said.

During the WTM in London, 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.

The decision to launch Addu City's tourism brand at the WTM 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.