Photo Credit: Jailam Rashad

Maldives Marketing and Public Relations Corporation (MMPRC) has launched a survey to understand the tourism industry’s perspective of The Maldives brand identity.

According to a statement by MMPRC, the research is an essential component for the development of the brand guidelines which is part of an ongoing exercise to strengthen and build the Maldives brand. 

“The finding of the research will integral to future destination marketing, particularly in how destination branding will be continued.” The statement read.

In 2003, Maldives launched its branding “Maldives, the sunny side of life” and continued to shift towards greater engagement in experimental travel by launching associated sub-brands to promote the diverse tourism experiences. The sub-brand slogan being used include:

  • Maldives…the romantic side of life
  • Maldives…the colorful side of life
  • Maldives…the thrilling side of life
  • Maldives…the spiritual side of life
  • Maldives…the fun side of life
  • Maldives…the cultural side of life


The Maldives was primarily positioned as a high-end luxury destination with its “one-island, one-resort” concept. However, over the years the destination evolved, with an increasing need for a functional marketing approach to promoting additional features of the destination such as liveaboards, guesthouses, and hotels warranting a different approach.

“Brand guidelines will help maintain the quality and integrity of the brand image as consistency in the brand message is important in making the brand recognizable and reliable.” the statement further added.

Mr. Thoyyib Mohamed, Managing Director of MMPRC, said. ” “It is time to be sending out a strong and consistent brand message. Professional brand guidelines will greatly enhance the effectiveness of our marketing communications to various target segments and help our tireless efforts in promoting the Maldives during these unprecedented times.”

The Maldives is an island nation made up of 1,190 islands geographically dispersed across the ocean. Renowned for the “one-island-one-resort” concept, blooming with local tourism, tourists from all over the world visit to enjoy the pristine natural environment, world-class services, privacy, and seclusion.

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