Maldives Unveils New Theme For ‘Visit Maldives 2027’ Campaign: Beyond ‘Sun Sand & Sea’

The Maldives has unveiled “Islands Are Us” as the official theme for Visit Maldives Year 2027, launching a national campaign platform meant to bring the country’s people, culture, nature and hospitality together under one identity. The theme was revealed at the Quarterly Insights tourism intelligence briefing, organised by Visit Maldives Corporation, with five major industry associations present for the unveiling.

“Islands Are Us” pushes the destination’s messaging past its familiar sun-sand-sea image. The initiative aims to spotlight adventure, romance, family travel, culture, luxury, MICE, sustainability and the renowned Maldives resort and spa experience instead. Tourism Minister Mohamed Ameen said the theme is rooted in something fundamental to Maldivian identity, shaped by the islands’ communities, livelihoods and traditions. The new visual identity draws on eight symbols – including the heron, box fish, parrot fish, conch shell, fiddler crab and whale shark.

Resorts such as The Residence Maldives remain central to the narrative, continuing to offer marine experiences, fine dining and personalised hospitality alongside the campaign’s broader cultural push.