Katrina Kaif Becomes Global Face of Maldives Tourism

Katrina Kaif’s appointment brings star power to island diplomacy

Katrina Kaif Becomes Global Face of Maldives Tourism: In a striking blend of tourism strategy and soft diplomacy, the Maldives Marketing and Public Relations Corporation (MMPRC) has roped in Bollywood star Katrina Kaif as the Global Brand Ambassador for its tourism campaigns. The timing is no coincidence. The announcement on June 10, 2025, arrives just ahead of Indian Prime Minister Narendra Modi’s visit to the island nation.

By associating with one of India’s most recognized faces, the Maldives aims to reconnect with South Asian audiences and uplift its image as a luxury travel destination. This move comes at a crucial time, especially as India and Maldives look to repair strained relations from early 2024.

Bollywood glamour to boost luxury tourism

Katrina Kaif’s global appeal makes her an ideal pick. She’s not just a film celebrity but also a successful entrepreneur, with her cosmetic brand Kay Beauty having international recognition. Her popularity across South Asia and beyond adds to her brand value.

Her new role is part of the “Visit Maldives” campaign, especially designed to push the Summer Sale 2025 offers. With discounts on resorts, air travel, and rail packages, the Maldives aims to draw more visitors during the upcoming holiday season.

Strengthening ties through celebrity diplomacy

This collaboration isn’t just about promoting beaches and sunsets. It reflects a broader diplomatic angle. In 2024, ties between India and the Maldives took a downturn. Tourism, which contributes over 25% to Maldives’ GDP, was directly impacted. As Indian tourists form one of the largest visitor groups to the country, this campaign hopes to rebuild people-to-people ties.

Celebrity diplomacy has become a new-age tool. Much like how India uses Yoga ambassadors or cultural icons for soft power, the Maldives is now embracing a similar approach through Kaif’s appointment.

Official remarks and campaign roll-out

Katrina Kaif shared her excitement on social media, describing the Maldives as a “pinnacle of luxury and natural beauty.” Meanwhile, MMPRC highlighted her “clean, global image” as a perfect fit for the island’s brand, famously called “The Sunny Side of Life.”

From luxury resort chains to regional airlines, multiple stakeholders are participating in the campaign push. Expect to see Katrina across travel ads, digital platforms, and tourism events promoting Maldives as the ultimate getaway.

Static GK Fact: The Maldives is Asia’s smallest country by both land area and population. Tourism forms the backbone of its economy, with over 1.7 million tourist arrivals annually, as per pre-2024 data.

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