Our Bureau
Mumbai
In a strategic move to revitalize its tourism sector and reconnect with international audiences, the Maldives has announced Bollywood superstar Katrina Kaif as its new global brand ambassador. The appointment, made ahead of Indian Prime Minister Narendra Modi’s upcoming visit to the island nation, marks a significant step by the Maldives to strengthen its appeal among global travelers.
Kaif, widely recognized for her acting prowess and global popularity, was chosen by the Maldives Marketing and Public Relations Corporation (MMPRC) to spearhead a new summer sale campaign. The campaign aims to showcase the archipelago’s natural beauty and luxury offerings, targeting major markets including India, the United Kingdom, Russia, Italy, Spain, Poland, Germany, Austria, and Switzerland.
“Katrina’s energy and global appeal make her the perfect representative for the Maldives,” said Ibrahim Shiure, CEO of Visit Maldives. He emphasized that the Maldives has consistently ranked among the top tourist destinations over the past five years and expressed optimism that Kaif’s involvement would further boost the country’s visibility.
The summer campaign features exclusive offers on luxury resorts, boutique hotels, and family-friendly stays. Authorities hope these incentives will encourage advance bookings for the summer of 2025, reinforcing the Maldives’ position as a premier travel destination.
The move comes at a crucial time for the Maldives tourism industry, which faced backlash from Indian travelers in early 2024. The hashtag #BoycottMaldives trended on social media after some Maldivian ministers made controversial remarks about Prime Minister Modi, leading to a notable decline in Indian tourist arrivals. The appointment of Katrina Kaif is seen as an effort to rebuild trust and attract Indian visitors back to the islands.
Kaif’s selection also highlights the growing connection between Bollywood and the Maldives. Several Indian celebrities have frequented the island nation for vacations and shoots, making it a favored spot within the entertainment industry.
