- Visit Maldives Corporation unveiled 'Islands Are Us' as the theme for Visit Maldives Year 2027, showcasing communities, culture and nature.
- The campaign broadens marketing beyond sun, sand and sea to include adventure, romance, family travel, luxury, wellness and events, using eight marine-inspired symbols.
- Revealed at the Q3 2026 tourism briefing, the full branding and official logo will be unveiled at the National Tourism Day function.
Visit Maldives Corporation has unveiled “Islands Are Us” as the theme for Visit Maldives Year 2027, setting out a national campaign intended to present the destination through its communities, culture, natural environment and range of visitor experiences.
The theme was revealed at Visit Maldives Corporation’s Quarterly Insights tourism intelligence briefing for the third quarter of 2026, alongside representatives from key industry associations including the Maldives Association of Tourism Industry, National Hotels and Guesthouses Association of Maldives, National Boating Association of Maldives, Maldives Association of Travel Agents and Tour Operators, and Maldives Association of Yacht Agents.
The campaign aims to broaden the way the Maldives is marketed internationally, moving beyond its established sun, sand and sea image to include adventure, romance, family travel, culture, luxury, meetings and events, sustainability and wellness.
Visit Maldives Corporation said the theme draws on the role islands have played in shaping Maldivian communities, livelihoods, traditions and hospitality. It is intended to provide a common platform that can be used by tourism businesses, public institutions and communities throughout 2027.
A new visual identity will support the campaign, using eight symbols inspired by local marine life and natural elements: the heron, pink rose, box fish, Bodu Mas, parrot fish, conch shell, fiddler crab and whale shark. Each symbol represents one of the campaign’s eight tourism segments.
The identity will be applied across destination storytelling, overseas marketing campaigns, events, activations and partnerships during the Visit Maldives Year 2027 programme.
Tourism Minister Mohamed Ameen said the campaign offers an opportunity to promote the country’s identity with greater depth while bringing the sector and local communities behind a common national platform.
Visit Maldives Corporation CEO and Managing Director Ibrahim Shiuree said the theme would allow the destination to communicate a wider range of Maldives experiences while retaining the distinctive identity recognised by international travellers.
The theme reveal marks the first stage of the Visit Maldives Year 2027 rollout. The corporation said the full branding and official logo will be unveiled at the National Tourism Day function.
