‘Islands Are Us’ Unveiled as Theme for Visit Maldives Year 2027

“Islands Are Us” has been unveiled as the official theme for Visit Maldives Year 2027, introducing a national campaign platform aimed at showcasing the Maldives’ people, culture, nature and tourism experiences under a single identity.

The theme was revealed during the Quarterly Insights – Maldives Tourism Intelligence Briefing: Q3 2026, organised by Visit Maldives Corporation (VMC).

Representatives from five major tourism industry associations joined the unveiling: the Maldives Association of Tourism Industry (MATI), National Hotels and Guesthouses Association of Maldives (NHGAM), National Boating Association of Maldives (NBAM), Maldives Association of Travel Agents and Tour Operators (MATATO), and Maldives Association of Yacht Agents (MAYA).

According to VMC, “Islands Are Us” builds on one of the Maldives’ strongest associations internationally — its islands — while seeking to broaden what they represent to visitors.

The campaign is intended to highlight how generations of island life have shaped Maldivian communities, traditions, livelihoods, relationships with the ocean and the country’s culture of hospitality.

It will also seek to promote the Maldives beyond its traditional image of sun, sand and sea by highlighting tourism segments including adventure, romance, family travel, culture, luxury, meetings and events, sustainability and wellness.

Tourism and Civil Aviation Minister Mohamed Ameen said the campaign reflects an identity deeply rooted in the country’s island communities.

“‘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,” Ameen said.

He said Visit Maldives Year 2027 would provide an opportunity to present that identity internationally while bringing the tourism industry, local communities and partners together under one national platform.

The theme will be supported by a new visual identity featuring eight symbols inspired by the heron, pink rose, box fish, Bodu Mas, parrot fish, conch shell, fiddler crab and whale shark.

Each symbol will represent one of eight tourism segments — adventure, romance, family, culture, luxury, MICE, sustainability and wellness.

VMC said the visual system is designed to be used throughout 2027 across international marketing campaigns, destination storytelling, events, activations and partnerships. It is also intended to provide a common platform that can be adopted by tourism businesses, government agencies and local communities while maintaining a consistent national identity.

VMC Chief Executive Officer and Managing Director Ibrahim Shiuree said the campaign would allow the Maldives to expand the way the destination is presented internationally.

“The world already has a powerful image of the Maldives. Visit Maldives Year 2027 is about adding more layers to that image,” Shiuree said.

“‘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.”

VMC said the joint unveiling by the tourism associations reflected the collaborative approach being taken towards Visit Maldives Year 2027, with the campaign envisioned as a shared platform for the industry and island communities.

The unveiling of “Islands Are Us” marks the first stage of the Visit Maldives Year 2027 campaign rollout.

VMC said the full branding and official Visit Maldives Year 2027 logo will be unveiled during the National Tourism Day function on 3 October 2027.