Katrina Kaif Appointed Global Brand Ambassador for Maldives Tourism
Maldives, June 10, 2025 – The Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has named Bollywood superstar Katrina Kaif as the Global Brand Ambassador for Maldives Tourism, a strategic move to boost the island nation’s appeal as a premier luxury travel destination. The announcement, made on Tuesday, coincides with the launch of the Visit Maldives Summer Sale campaign and comes ahead of Indian Prime Minister Narendra Modi’s scheduled visit to the Maldives next month.
Kaif, one of Indian cinema’s most celebrated actors and a successful entrepreneur, brings her global influence and charisma to the “Sunny Side of Life” campaign, which promotes the Maldives’ pristine beaches, turquoise waters, and luxurious resorts. The Maldives, heavily reliant on tourism, aims to leverage Kaif’s popularity to attract more visitors, particularly from India, following a dip in tourist arrivals due to strained diplomatic relations between the two nations in 2024.
“We are thrilled to welcome Katrina as our Global Brand Ambassador,” said Ibrahim Shiuree, CEO and Managing Director of MMPRC. “Her popularity will surely attract more visitors from across the world, especially from India, to experience the unparalleled beauty of the Maldives.”
Expressing her excitement, Kaif said, “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.” She highlighted the Maldives’ unique blend of serenity and sophistication, aligning with her personal affinity for the destination, where she has vacationed multiple times, including a memorable honeymoon with actor Vicky Kaushal in 2022.
The appointment comes at a pivotal moment for India-Maldives relations, which faced tensions last year following controversial remarks by Maldivian officials after Modi’s visit to Lakshadweep. The “India Out” campaign and subsequent boycott calls led to a reported 40% drop in Indian tourists, a key market for the Maldives. Kaif’s role is seen as a diplomatic and cultural bridge, signaling a thaw in ties as both nations focus on mutual cooperation, including new Indian investments in Maldivian infrastructure.
Kaif’s global appeal, bolstered by her successful acting career and her beauty brand, Kay Beauty, is expected to resonate with international travelers, particularly in the luxury travel segment. The Summer Sale campaign, paired with her endorsement, aims to draw new visitors to the archipelago, many of whom may not have previously considered the Maldives.
Social media posts on X reflect enthusiasm for the announcement, with users noting the strategic timing ahead of Modi’s visit and the shift from past tensions to embracing Bollywood’s influence to revive tourism.
As the Maldives seeks to strengthen its position as a top-tier global destination, Kaif’s appointment marks a significant step in blending cultural diplomacy with tourism promotion, promising to elevate the island nation’s allure on the world stage.
