Katrina Kaif Joins Visit Maldives as Global Brand Ambassador to Lead Summer Tourism Push

Bollywood star’s appointment aims to boost high-end travel from India and beyond, as Maldives doubles down on luxury tourism branding

Sneha Kashyap 1 week agoLast Updated: June 10, 2025

77,056 4 minutes read

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Reviewed & Published by HH Entertaintment Desk

New Delhi, June 10: Katrina Kaif has a new passport stamp on her portfolio—this time, as the official Global Brand Ambassador for the Maldives. The Bollywood star has been tapped by the Maldives Marketing and Public Relations Corporation (MMPRC) to front its flagship tourism campaign, a move that blends tropical charm with A-list sparkle just ahead of the country’s crucial summer travel window.

A Familiar Face, Now Officially Representing the Islands

For years, Kaif has been a frequent visitor to the island nation—sometimes for photo shoots, often for holidays. Her Instagram, with nearly 80 million followers, has captured everything from sun-drenched villas to early-morning dives. Now, those moments are going mainstream. The MMPRC confirmed that Kaif will be the face of their “Sunny Side of Life” campaign, which rolls out this month in key international markets, including India, the Middle East, and parts of Europe.

“It’s not just a campaign—it’s a celebration of what makes the Maldives special,” Kaif said in the official statement. “I’m honoured to represent a destination that means so much to me personally.”

The promotional blitz will coincide with the country’s Summer Sale push, aimed at drawing luxury travellers back post-pandemic. If early signals are anything to go by, Kaif’s involvement may offer the kind of global visibility even glossy travel brochures can’t buy.

Why Katrina?

There’s no denying Kaif’s global resonance. While many Bollywood stars enjoy regional clout, Kaif’s popularity cuts across markets. She was born in Hong Kong, raised between London and Hawaii, and launched her career in Mumbai—making her as familiar in Dubai and Toronto as she is in Delhi or Bengaluru.

But there’s more to the appointment than just star power. According to Ibrahim Shiuree, CEO and MD of Visit Maldives, Kaif brings “an aura of grace and global connection” that suits the island nation’s positioning in the high-end tourism sector. “Her association fits naturally with our brand—luxury, peace, elegance,” he said during a media briefing.

For the Maldives, which has won the World Travel Award for World’s Leading Destination five years in a row, the challenge is no longer awareness—it’s differentiation. And Kaif, with her unique blend of style, business acumen, and wellness branding, offers something more textured than just celebrity appeal.

Timing the Push: India Front and Centre

This partnership also comes at a time when India’s outbound tourism is booming. According to MMPRC’s latest figures, over 172,000 Indian tourists travelled to the Maldives between January and May 2025—a 12% bump from the previous year. Airlines have ramped up direct connections, especially from Mumbai, Delhi, Kochi, and Bengaluru. And resorts, once focused on Russian or Chinese visitors, are now tailoring experiences for the Indian market, right down to customised menus and on-call Bollywood playlists.

“Appointing Katrina is a strategic move,” said Meera Ranjan, a Mumbai-based hospitality consultant. “She connects with young professionals, newlyweds, and families—exactly the kind of audience booking Maldivian getaways today.”

Interestingly, this isn’t Kaif’s first time lending her brand to a travel-forward campaign. In the past, she’s been associated with Etihad Airways and Lux, both of which have featured her in beach or resort settings. Her familiarity with aspirational marketing is expected to play well in this campaign’s high-gloss digital rollouts.

Beyond Luxury: A Push for Sustainability?

But while the campaign may sparkle, some in the conservation space are urging restraint. The Maldives is one of the world’s most vulnerable nations when it comes to climate change, with rising sea levels and coral bleaching already taking a visible toll on its ecosystem.

Save the Beach Maldives, a local NGO, released a statement shortly after the announcement, encouraging MMPRC to use the campaign to also highlight the need for reef preservation and sustainable tourism. “Celebrities can make a real difference when they advocate for things that matter,” the group wrote, tagging Kaif in their post.

So far, there’s no indication that environmental messaging will be central to Kaif’s role, but with her recent foray into wellness and clean beauty, observers say it wouldn’t be a stretch for her to support eco-conscious travel themes if integrated into the larger narrative.

What This Means for the Brand—and the Country

Tourism isn’t just a sector for the Maldives—it’s the backbone of the economy. The industry accounts for over 28% of GDP and more than half of the country’s foreign earnings. With geopolitical shifts and post-pandemic recovery in play, officials are keen to reinforce the Maldives’ reputation not just as a honeymoon haven, but as a high-value, repeat-visit destination.

This partnership with Kaif, according to MMPRC insiders, is designed to be more than a seasonal push. She will reportedly be featured in a multi-year campaign with visual storytelling that includes underwater shoots, resort showcases, and potentially influencer collaborations. The content will be translated across platforms—from print and YouTube to OTT partnerships and event-based promotions.

Tourism minister Dr. Abdulla Mausoom called the move “timely and promising,” noting that positioning matters more than ever as regional rivals like Sri Lanka, Seychelles, and Mauritius also sharpen their global pitches.

For now, though, the focus is firmly on summer. Kaif’s first major promotional appearance is expected later this month, possibly from one of the more remote islands where the crew is reportedly filming new footage. Whether she’s sipping coconut water by the infinity pool or highlighting reef-safe sunscreen, the hope is that she’ll make viewers dream—and then book.

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Author Profile

Sneha Kashyap

Reporting Fellow at Hindustan Herald

Sneha Kashyap is a Reporting Fellow at Hindustan Herald, specializing in the vibrant world of entertainment and contemporary lifestyle trends. A student at GGSIPU, Delhi, Sneha brings a fresh perspective and a keen eye for cultural narratives to her daily reporting. She is dedicated to exploring the latest in film, music, fashion, and social phenomena, offering readers insightful and engaging content.