The Maldives has unveiled its new tourism slogan and logo, “Always Natural”.(pictured left)

“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”, said Thoyyib Mohamed Waheed, State Minister for Tourism, Arts & Culture and chairperson of MMPRC (Maldives Marketing & PR Corporation).

Additionally, the new identity reinforces the government policy of repositioning the Maldives as a country focused on sustainability, and with a wide range of offerings, which appeal to both its traditional markets and the growing inbound tourism markets of China, Japan and India.

The logo and tagline were created by QUO Keen, a specialist brand consultancy for the tourism industry, 


David Keen, CEO of QUO Keen (pictured right), said the brand stands for the Maldivian people, for tourism and for all of Maldivian industry.

“The slogan ‘Always Natural’ talks to the wonderful character of the people of the Maldives, to sustainability and to the ultimate tourism experience. The logo has been hand-crafted to express the natural elements of the country formed in a thumb print.”

The new unified identity for the Maldives goes above and beyond the country’s current image of a luxury honeymoon destination. It aims to become a brand with transferability to all areas of Maldivian life and livelihood, from sustainable energy to fishing and the natural smiles of the people of the Islands.

The new brand also offers unique cross-marketing possibilities as it been created for investors interested in the drive towards sustainability, and those drawn to conduct business with a country of unique natural characteristics, added Keen.