The Maldives' tourism industry has appointed renowned Bollywood actress and style icon Katrina Kaif as its new global brand ambassador. This announcement was made by the Maldives Marketing and Public Relations Corporation (MMPRC), which also launched its Summer Sale campaign concurrently.
Global Brand Ambassador of Maldives: Bollywood's celebrated actress, Katrina Kaif, will now not only grace the silver screen but also lend her image to promote the beautiful island nation of the Maldives internationally. The Maldives Marketing and Public Relations Corporation (MMPRC) has appointed her as its global brand ambassador. This announcement coincides with the launch of the ‘Visit Maldives’ Summer Sale Campaign 2025, aiming to attract global travelers, particularly from large tourism markets like India.
Why Katrina?
According to MMPRC CEO Ibrahim Shiure, Katrina Kaif's global appeal, charm, and b social media presence make her ideal for this role. Katrina's personality aligns perfectly with the serenity, luxury, and natural beauty of the Maldives, making her the perfect face for this global campaign.
Campaign Highlights
The ‘Visit Maldives’ Summer Sale campaign is being rolled out across key markets in Europe, Asia, and the Middle East. Targeted promotional activities are underway in countries including India, the UK, Russia, Italy, Spain, Germany, and Austria. The campaign includes:
- Significant discounts on luxury resorts and villas
- Exclusive offers on honeymoon and family packages
- Cashbacks and coupons for advance bookings
- The primary objective is to boost advance bookings for the summer of 2025 and encourage the return of international tourists post-pandemic.
India and Maldives: Strained Relations
In January 2024, offensive remarks made by some Maldivian ministers against Indian Prime Minister Narendra Modi sparked outrage on Indian social media. This led to the trending of #BoycottMaldives, and a significant number of Indian tourists cancelled their bookings. This incident considerably damaged the Maldives' image in India, a crucial and reliable tourism market for the Maldives.
Katrina's Impact: A Change in Perception?
Katrina Kaif's appointment comes at a time when the Maldivian government is striving to repair its image. The growing presence of Bollywood stars in the Maldives has already established it as a celebrity destination. Katrina's role as ambassador is viewed as a form of soft diplomacy.
Katrina herself is a travel enthusiast and has frequently shared the beauty of the Maldives on social media. It is hoped that her fans and young Indian travelers will be drawn to this campaign.
Experts believe that regaining the trust of Indian tourists requires not only publicity but also policy changes and diplomatic respect. However, appointing a high-profile figure like Katrina as a global brand ambassador is considered a significant step. This is expected to not only improve the Maldives' image but also revitalize its tourism ties with India.
