The Maldives is asking travellers to look beyond the familiar postcard image of sun, sand and sea and to explore a richer, island-shaped national story as it unveils ‘Islands Are Us’, the theme for Visit Maldives Year 2027.
More than resorts: an identity rooted in islands
The campaign reframes the destination as a living expression of island life, emphasising how the archipelago’s geography has shaped communities, traditions and ways of welcoming visitors. In launching the theme, Ibrahim Shiuree, CEO and managing director of Visit Maldives Corporation, said the year is meant to “add more layers” to how the Maldives is known internationally.
“The world already has a powerful image of the Maldives. Visit Maldives Year 2027 is about adding more layers to that image,”
Mohamed Ameen, minister of tourism and civil aviation, described the theme as being rooted in the nation’s identity: the islands, he said, have influenced livelihoods and culture and therefore should be central to how the country is presented to the world.
Eight symbols, eight visitor experiences
The visual direction for the campaign uses eight distinct symbols, each inspired by a species or object from island life. These symbols are intended to represent the campaign’s core tourism segments and to offer different ways for travellers to connect with the Maldives beyond beaches and luxury villas.
- Adventure — inspired by the heron
- Romance — inspired by the pink rose
- Family — inspired by the box fish
- Culture — inspired by the Bodu Mas parrot fish
- Luxury — inspired by the conch shell
- MICE (meetings, incentives, conferences and exhibitions) — inspired by the fiddler crab
- Sustainability — inspired by the whale shark
- Wellness — represented within the overall set
| Symbol | Represents |
|---|---|
| Heron | Adventure |
| Pink rose | Romance |
| Box fish | Family |
| Bodu Mas parrot fish | Culture |
| Conch shell | Luxury |
| Fiddler crab | MICE |
| Whale shark | Sustainability |
The campaign positions these eight elements as different expressions of a single Maldivian identity, allowing promoters to tell a broader range of stories about the islands while still leaning on the recognisable qualities that draw international visitors.
What this means for travellers
For South Africans considering the Maldives, the message is that experiences now emphasise local culture, conservation and activities that go beyond private-island seclusion. The campaign can help travellers choose stays and itineraries that match interests — whether that is spotting whale sharks, joining cultural tours, attending wellness retreats or booking MICE facilities for work-related travel.
By foregrounding the relationship between islands and society, the Maldives aims to diversify its tourism appeal and encourage longer, more varied visits. That may also have implications for local businesses: broader storytelling can bring attention to community-based offerings, artisans, cultural performances and smaller guesthouses, alongside the well-known high-end resorts.
For travellers budgeting a trip from South Africa, those looking for alternatives to the typical luxury resort experience might now find clearer signposts to family-friendly activities, cultural visits and conservation-focused excursions as part of Visit Maldives Year 2027 programming.
As Visit Maldives rolls out the year-long campaign, international markets will see the new visual identity and thematic messaging aimed at reframing the islands as a full, lived nation rather than only as a holiday backdrop. For anyone planning travel, the campaign suggests there will be more variety in how to experience the Maldives in 2027.
