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 findings of the research will be integral in future destination marketing, particularly in how destination branding will be continued.

Maldives’ branding “Maldives...the sunny side of life” was launched way back in 2003. Since then, with a shift towards greater engagement in experiential travel, associated sub-brands were launched to promote the diversified tourism experiences. The sub-brand slogans being used are:

The Maldives is primarily positioned in the market as a high-end luxury destination known for its “one-island-one-resort” concept. As the destination evolved, the tourism product diversified with an increasing need for a functional marketing approach to promote the additional features of the brand such as resorts, liveaboards, guest houses and hotels warranting a different approach.

Brand guidelines will help maintain the quality and integrity of brand image as consistency in the brand message is important in making the brand recognisable and reliable.