The Maldives Marketing and Public Relations Corporation (MMPRC), operating under the Visit Maldives brand, has officially welcomed Bollywood megastar Katrina Kaif as its new Global Brand Ambassador. The announcement comes as part of the destination’s ambitious Summer Sale Campaign, a global promotional push aimed at enticing tourists to explore the island nation’s pristine beaches, vibrant marine life, and luxurious hospitality offerings.
Widely regarded as one of the most influential figures in Indian cinema, Katrina Kaif brings star power and global recognition to the role. With a career spanning over two decades, Kaif has earned critical acclaim, commercial success, and recognition for her entrepreneurial ventures. Her accolades include the Forbes Icon of Excellence award, and she remains one of Bollywood’s highest-paid and most celebrated actresses.
In a statement marking the collaboration, Kaif expressed her enthusiasm for the partnership:
“The Maldives represents the pinnacle of luxury and natural beauty—a place where elegance meets tranquillity. I’m honoured to be chosen as the face of the Sunny Side of Life. This collaboration is about bringing the finest travel experiences to global audiences, and I’m excited to help people around the world discover the unique charm and world-class offerings of this extraordinary destination.”
MMPRC CEO and Managing Director Ibrahim Shiuree highlighted the significance of Kaif’s appointment, describing her as the perfect face for the Maldives’ international tourism ambitions.
“We are thrilled to welcome Katrina as our global brand ambassador. Her vibrant personality and deep connection with audiences across the world align perfectly with our message. As the Maldives continues to be the World’s Leading Destination for five consecutive years, her role will further amplify our visibility in key markets as we launch our Summer Sale campaign.”
The campaign, which is central to Visit Maldives’ promotional strategy for 2025, offers exclusive travel deals across a wide range of accommodations—from high-end resorts to boutique guesthouses and family-friendly stays. Target markets include the UK, Russia and CIS countries, Germany, Austria, Switzerland, Italy, Poland, Spain, and India.
Katrina Kaif’s connection to the Maldives isn’t new. She has visited the islands multiple times for both work and leisure, most notably filming the hit song Yeh Ladki from the 2005 film Maine Pyaar Kyun Kiya? at a Maldivian resort alongside Salman Khan.
Tourism officials are optimistic that Kaif’s global appeal, particularly in South Asia and among Indian diaspora communities, will help the Maldives deepen its presence in competitive international markets and draw new demographics of travellers in the upcoming travel season.
As the Maldives continues to evolve beyond a luxury-only image to include culturally immersive and family-friendly experiences, the collaboration with a household name like Kaif is expected to resonate widely and attract a broader audience to the “Sunny Side of Life.”
