“Islands Are Us” has been unveiled as the official theme for Visit Maldives Year 2027, introducing a national campaign platform that will bring the people, culture, nature and experiences of the Maldives together under one shared identity.

The theme was revealed at Quarterly Insights – Maldives Tourism Intelligence Briefing: Q3 2026, organised by Visit Maldives Corporation (VMC). Representatives of five major tourism stakeholder associations — the Maldives Association of Tourism Industry (MATI), National Hotels and Guesthouses Association of Maldives (NHGAM), National Boating Association of Maldives (NBAM), and Maldives Association of Travel Agents and Tour Operators (MATATO) and Maldives Association of Yacht Agents (MAYA) — came together to unveil the theme.

Built around one of the Maldives’ strongest global associations, “Islands Are Us” takes ownership of the idea of islands while expanding what they represent.

The Maldives does not simply consist of islands; its identity has been shaped by them. Across generations, island life has influenced its communities, traditions, livelihoods, relationship with the ocean and culture of hospitality. The theme brings these elements together, positioning the Maldives as a living expression of island life.

At the same time, “Islands Are Us” invites the world to look beyond the familiar image of sun, sand and sea and discover the many dimensions of the destination; from adventure, romance and family experiences to culture, luxury, MICE, sustainability and wellness.

“‘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,” said Honourable Mohamed Ameen, Minister of Tourism and Civil Aviation. “Visit Maldives Year 2027 gives us an opportunity to take that identity to the world with greater depth, while bringing our tourism industry, communities and partners together behind one national platform.”

The theme is supported by a new visual direction built around eight distinctive symbols, inspired by the heron, pink rose, box fish, Bodu Mas, parrot fish, conch shell, fiddler crab and whale shark. Each represents one of eight core tourism segments; adventure, romance, family, culture, luxury, MICE, sustainability and wellness, coming together as different expressions of one Maldives.

The system is designed to expand throughout 2027 through destination storytelling, international campaigns, activations, events and partnerships, creating a platform that can be adopted across the tourism industry, public sector and communities while maintaining a unified national identity.

“The world already has a powerful image of the Maldives. Visit Maldives Year 2027 is about adding more layers to that image,” said Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation. “‘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.”

The joint unveiling by MATI, NHGAM, NBAM and MATATO reflects the collaborative approach behind Visit Maldives Year 2027, with “Islands Are Us” envisioned as a shared national platform for the tourism industry and the communities at its heart.

The theme reveal marks the first stage in the rollout of Visit Maldives Year 2027. The full branding and official logo for Visit Maldives Year 2027 will be unveiled on 3 October 2027 during the official National Tourism Day function.