The Maldives wants the world to look beyond “sun, sand and sea” and discover the destination more deeply in ‘Islands Are Us’, the official theme for Visit Maldives Year 2027.
In launching the campaign theme, Maldives’ tourism leaders stressed that the destination “does not simply consist of islands; its identity has been shaped by them”.
“The world already has a powerful image of the Maldives. Visit Maldives Year 2027 is about adding more layers to that image,” said Ibrahim Shiuree, CEO and managing director of Visit Maldives Corporation.
“‘Islands Are Us’ gives us one idea through which we can tell many different Maldives stories. It allows us to broaden how the destination is experienced and understood while remaining rooted in the identity that makes the Maldives unmistakable,” Shiuree added.
The campaign theme positions the Maldives as a living expression of island life.
“‘Islands Are Us’ is rooted in something fundamental to who we are as a nation. Our islands have shaped our communities, our livelihoods, our traditions and the way we welcome the world,” said Mohamed Ameen, minister of tourism and civil aviation.
The theme is supported by a new visual direction built around eight distinctive symbols, inspired by the heron, pink rose, box fish, Bodu Mas parrot fish, conch shell, fiddler crab and whale shark.
Each represents one of eight core tourism segments: adventure, romance, family, culture, luxury, MICE, sustainability and wellness, coming together as different expressions of one Maldives.