Maldives (Commonwealth Union)_ In a major attempt to revitalize tourism and boost diplomatic ties, the Maldives has officially appointed Bollywood diva Katrina Kaif as its new Global Tourism Ambassador. The declaration, which was issued by the Maldives Marketing and Public Relations Corporation (MMPRC), comes at a critical juncture where efforts are underway to revive the bilateral relations between India and the island nation. Additionally, Kaif, a well-known star in the Indian film industry and a Forbes Icon of Excellence, adds a blend of international recognition, star power, and entrepreneurial prestige to the Maldives tourist campaign.
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Katrina’s appointment coincides with the launch of Visit Maldives’ Summer Sale Campaign, an international marketing push aimed at promoting the archipelago’s world-renowned beaches, marine biodiversity, and ultra-luxury hospitality offerings. “Having Katrina Kaif as our Global Brand Ambassador is a moment of great pride for us,” said Thoyyib Mohamed, managing director of MMPRC. “Her fame, along with her influence in the international entertainment industry, will undoubtedly help us draw more tourists from across the world, especially from India.” Kaif also echoed this sentiment in her official statement, expressing deep admiration for the Maldives’ natural beauty. “The Maldives represents the pinnacle of luxury and natural beauty, a place where elegance meets tranquillity. I’m deeply honoured to be chosen as the ambassador of the Sunny Side of Life. This partnership is about providing the best travel experiences to global audiences, and I’m thrilled to help people across the world explore the unique beauty and world-class offerings of this extraordinary destination,” she said.
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Visit Maldives’ CEO and Managing Director, Ibrahim Shiuree, further highlighted the strategic nature of Kaif’s appointment. “We are proud to have Katrina as our Global Brand Ambassador. Her elegant personality and deep connection with audiences across the world make her a perfect choice for the Sunny Side of Life, the World’s Leading Destination for the past five consecutive years.” Kaif’s appointment comes as the Maldives looks to deepen its outreach to India, historically one of its largest tourism markets. The diplomatic context adds weight to this announcement. Relations between New Delhi and Malé had experienced turbulence following the election of President Mohamed Muizzu, who was viewed as leaning toward China and campaigned under an “India Out” platform.
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Tensions rose further in early 2024, when Indian Prime Minister Narendra Modi shared photos of himself relaxing on the beaches and among the marine life of Lakshadweep, an Indian archipelago marketed as a rising tourist destination. The tweet garnered heated reactions in the Maldives, including disparaging remarks from three prominent Maldivian officials and an outpouring of online hate toward Indian tourists. The outcry caused hundreds of Indian tourists to cancel their Maldives holidays, dealing a significant hit to the country’s tourism-dependent economy. However, efforts to normalize relations have gained traction. During President Muizzu’s October visit to India, both parties expressed a renewed commitment to cooperation. India extended a $50 million interest-free treasury bill rollover to promote Malé’s budgetary reforms and reiterated its “Neighborhood First” policy.
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These events point to a softening of hostilities and a mutual desire in economic and diplomatic cooperation. Katrina Kaif’s appointment time is thus not coincidental. With a large fan following in India and worldwide appeal, her connection with the Maldives is viewed as a move toward reestablishing the island nation’s status as a top destination for Indian visitors. The Summer Sale Campaign, which is now live in major international markets such as the United Kingdom, Russia, the DACH region, Italy, Spain, and India, provides customized travel options for luxury resorts, family-friendly lodgings, and boutique guesthouses. The campaign aims to attract international tourists during the 2025 holiday season and emphasizes Visit Maldives’ goal of establishing the country’s reputation as the ideal tropical destination. As Kaif leads this high-profile tourist push, the Maldives signals a cultural and diplomatic reset, with cinema, celebrity, and geopolitics combining to bolster the fresh worldwide appeal.
