In a move signaling strengthened ties and a renewed focus on tourism, the Maldives has named Bollywood actress Katrina Kaif as its Global Brand Ambassador. The announcement by the Maldives Marketing and Public Relations Corporation (MMPRC), also known as Visit Maldives, comes ahead of Indian Prime Minister Narendra Modi's scheduled visit to the island nation next month.
The appointment of Katrina Kaif, a prominent figure in the Indian film industry, is expected to significantly boost the Maldives' tourism sector. This collaboration follows a period of strained relations between India and the Maldives, which began in January 2024. The selection of Kaif as the global ambassador is being seen as a strategic step towards mending relations and revitalizing the tourism industry, which had suffered due to the previous tensions.
Katrina Kaif expressed her enthusiasm for the role, stating, "The Maldives represents the pinnacle of luxury and natural beauty — a place where elegance meets tranquility. I'm honored to be chosen as the face of the Sunny Side of Life. This collaboration is about bringing the finest travel experiences to global audiences, and I'm excited to help people around the world discover the unique charm and world-class offerings of this extraordinary destination.”
Ibrahim Shiuree, CEO & MD of Visit Maldives, highlighted Kaif's global appeal and vibrant personality as key factors in her selection. "We are thrilled to welcome Katrina as our Global Brand Ambassador. Her vibrant personality and strong connection with audiences worldwide make her a perfect representative for the Sunny Side of Life, the World's Leading Destination for the past 5 consecutive years, especially as we start our Summer Sale push in key markets around the world."
The announcement coincides with Visit Maldives' special Summer Sale Campaign, designed to attract more travelers to experience the Maldives' natural beauty, vibrant marine life, and luxurious offerings. The campaign includes exclusive offers and deals across various accommodations, from luxury resorts to family-friendly guesthouses.
Katrina Kaif's connection to the Maldives extends beyond her new role. She and her husband, actor Vicky Kaushal, have often vacationed in the Maldives, further solidifying her connection with the destination. Her familiarity with the islands and her genuine appreciation for their beauty are expected to resonate with potential travelers.
The timing of this announcement, just before Prime Minister Modi's visit, is particularly significant. It suggests a concerted effort by the Maldives to strengthen bilateral relations with India and to reassure Indian tourists that the Maldives remains a welcoming destination. Tourism is a critical economic driver for the Maldives, and India has historically been a significant source of visitors.
The selection of Katrina Kaif as the Global Brand Ambassador is a strategic move that leverages her popularity and influence to promote the Maldives as a premier travel destination. This partnership is anticipated to enhance the Maldives' image, attract a broader audience, and contribute to the growth of its tourism sector, all while fostering stronger ties between the Maldives and India.
