Maldives Bets on Bollywood Star Katrina Kaif to Boost Tourism Ahead of PM Modi’s Visit
Male: In a significant move to invigorate its tourism sector, the Maldives Marketing and Public Relations Corporation (MMPRC) has announced the appointment of acclaimed Bollywood actress Katrina Kaif as its new global brand ambassador. The announcement, strategically timed ahead of an upcoming visit by Indian Prime Minister Narendra Modi, signals a renewed focus on attracting a broader international audience, particularly from the crucial Indian market.
The decision to onboard a globally recognized figure like Katrina Kaif underscores the Maldives’ innovative approach to tourism promotion. Known for her immense popularity and a strong social media presence, Kaif is expected to leverage her influence to showcase the archipelago’s pristine beaches, luxurious resorts, and unique experiences to millions worldwide. Her association with “The Sunny Side of Life” is poised to enhance the destination’s appeal, especially within the South Asian region, where her fan base is substantial.
This high-profile endorsement comes as the Maldives aims to build on its successful 2024, which saw the nation welcome over 2 million tourists, a new record. While China and Russia were the top source markets in 2024, India, historically a strong contributor, saw a decline in tourist numbers. The appointment of an Indian celebrity of Kaif’s stature is a clear indication of the Maldives’ intent to re-establish and strengthen its ties with the Indian travel market.
MMPRC CEO and Managing Director Ibrahim Shiuree expressed excitement about the collaboration, stating that Kaif’s “vibrant personality and strong connection with audiences worldwide make her a perfect representative for the Sunny Side of Life.” The partnership aligns with MMPRC’s broader strategy to diversify its offerings and tap into emerging markets, moving beyond traditional promotional methods to more impactful, digital-first campaigns.
With Prime Minister Modi’s visit on the horizon, the timing of this announcement further highlights a diplomatic effort to foster goodwill and cooperation between the two nations. It is anticipated that Kaif’s ambassadorship, combined with ongoing initiatives like the “Visit Maldives Summer Sale Campaign,” will significantly boost tourist arrivals and reinforce the Maldives’ position as a premier global destination.
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