The Maldives has unveiled “Islands Are Us” as the official theme for Visit Maldives Year 2027, introducing a national tourism campaign platform designed to bring together the country’s people, culture, natural environment, hospitality and diverse visitor experiences under a single identity.

The theme was officially revealed during the Quarterly Insights – Maldives Tourism Intelligence Briefing: Q3 2026, organised by Visit Maldives Corporation (VMC), bringing together representatives from key tourism industry associations. 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) participated in the unveiling, reflecting broad industry participation in preparations for Visit Maldives Year 2027.

Built around one of the country’s strongest and most internationally recognised characteristics, “Islands Are Us” places the Maldives’ island identity at the centre of its global tourism narrative. While the country is internationally renowned for its tropical islands, turquoise lagoons, white sandy beaches and exceptional marine environment, the campaign aims to communicate that the islands represent considerably more than geography. They have shaped the country’s communities, traditions, livelihoods, cultural practices, connection with the ocean and distinctive approach to hospitality across generations.

Through this concept, Visit Maldives Year 2027 is expected to present the Maldives as a living expression of island life, offering international travellers a deeper understanding of the destination alongside the world-class tourism experiences for which the country is already recognised. The campaign is also intended to broaden the global perception of the Maldives beyond its established image of sun, sand and sea by highlighting adventure, romance, family travel, culture, luxury, meetings, incentives, conferences and exhibitions, sustainability and other distinctive visitor experiences.

The Maldives’ globally recognised resort sector is expected to remain an important part of this broader destination narrative. Resorts across the archipelago combine private island environments, distinctive architecture, high standards of service, marine experiences, fine dining, family activities, cultural experiences and personalised hospitality. Together with guesthouses, hotels, safari vessels, liveaboards and other tourism establishments, the resort sector enables visitors to experience different dimensions of the Maldives while supporting employment, local supply chains, transportation, tourism services and economic activity throughout the country.

The campaign also provides an opportunity to highlight the diversity that exists across the Maldivian tourism industry. Visitors can experience internationally recognised luxury resorts, locally operated guesthouses within island communities, marine excursions, diving and water-based activities, family-oriented holidays, cultural encounters and specialised business and events tourism. This diversity has continued to strengthen the Maldives’ position as a destination capable of serving different international markets while retaining the natural and cultural characteristics that distinguish the country.

Minister of Tourism and Civil Aviation Mohamed Ameen said the theme reflects an identity that is fundamental to the Maldives as a nation. He said the country’s islands have shaped its communities, livelihoods, traditions and the manner in which Maldivians welcome visitors from around the world. According to the Minister, Visit Maldives Year 2027 will provide an opportunity to present that identity internationally with greater depth while bringing the tourism industry, communities and partners together through one national platform.

The “Islands Are Us” identity is supported by a new visual direction featuring eight distinctive symbols inspired by the heron, pink rose, box fish, Bodu Mas, parrot fish, conch shell, fiddler crab and whale shark. Each symbol represents one of eight core tourism segments — adventure, romance, family, culture, luxury, MICE, sustainability and wellness, bringing together different experiences as complementary expressions of the Maldives.

The visual system has been designed to expand throughout Visit Maldives Year 2027 through destination storytelling, international promotional campaigns, activations, events and partnerships. The platform is intended to be adaptable across the tourism industry, public sector and local communities while maintaining a consistent national identity in the Maldives’ international tourism promotion.

Visit Maldives Corporation CEO and Managing Director Ibrahim Shiuree said the Maldives already holds a powerful position in the minds of travellers worldwide and that Visit Maldives Year 2027 will focus on adding further dimensions to that established image. He said “Islands Are Us” provides a single concept through which numerous stories about the Maldives can be communicated, allowing the destination to broaden how it is experienced and understood while remaining firmly connected to the identity that makes the country distinctive.

The participation of MATI, NHGAM, NBAM, MATATO and MAYA in unveiling the theme also demonstrates the collaborative approach being adopted for Visit Maldives Year 2027. The campaign is envisioned as a shared national platform that can bring together resorts, hotels, guesthouses, travel operators, boating and yacht businesses, tourism service providers, public institutions and island communities in promoting the Maldives internationally.

The initiative complements the Government’s broader efforts to strengthen the tourism industry, diversify the country’s tourism products and markets, expand opportunities across local communities and maintain the Maldives’ competitiveness as one of the world’s leading tourism destinations. By presenting tourism through multiple experiences while preserving the country’s distinctive island identity, Visit Maldives Year 2027 is expected to further strengthen the Maldives brand among established and emerging international travel markets.

The unveiling of “Islands Are Us” represents the first stage of the Visit Maldives Year 2027 campaign rollout. The full branding and official logo for Visit Maldives Year 2027 are scheduled to be unveiled on 3 October 2027 during the official National Tourism Day function, further developing the national platform through which the Maldives will present its islands, communities and tourism experiences to audiences around the world.