THE MALDIVES has adopted a new tourism branding, Maldives – Always Natural, replacing The Sunny Side of Life, which it has used for the past 11 years.
The state-owned Maldives Marketing and PR Corporation (MMPRC) launched the environmentally themed slogan and logo after a year-long consultation, research and design process involving industry and government representatives.
MMPRC chairperson Thoyyib Mohamed said in a statement: “The slogan and logo are designed to underscore the outstanding natural beauty of the Maldives, which tourists from all segments of the market consistently rate as one of their main reasons for visiting the country.”
Shafraz Fazley, managing director of Male-based Viluxur Holidays, said the new branding would draw extra attention to the conservational efforts of the Maldives over the next 10 years, especially with travellers showing growing interest in eco-friendly destinations.
Michelle Flake, contracting & marketing manager at Scaevola Travel, agreed there was a need to protect the Maldives and its natural beauty.
“I hope with this new slogan, Always Natural, we can bring more awareness to the tourists and show them how committed we are to protecting something so special,” she said.
