Introduction to a Strategic Partnership
On June 10, 2025, the Maldives Marketing and Public Relations Corporation (MMPRC/Visit
Maldives) named Bollywood superstar Katrina Kaif the Global Brand Ambassador for
Maldives tourism! This was announced ahead of the Visit Maldives Summer Sale Campaign
to increase the appeal of the island nation to global international travellers, especially from
India. This celebrity endorsement is more than just branding; it is a strategic partnership to
leverage the influence and following of Bollywood to revitalise travel and tourism in the
Maldives – an essential economic engine that provides jobs and livelihoods to many sectors of
the economy.
Strengthening India-Maldives Relations
Kaif’s appointment comes at an important time in India-Maldives relations because relations
soured in early 2024 as political tensions, as well as the “India Out” campaign started by
President Mohamed Muizzu, created tensions. Things reached a boiling point after Maldivian
officials made derogatory remarks about the Indian Prime Minister, Narendra Modi, which
caused the country to boycott tourism. Although, the boycott affected Maldives’ economy
significantly, as well as Indian tourists did not visit the country; since the political tensions,
and boycotting of tourism began, the relevant diplomatic efforts associated to the visit by
Muizzu to India back in October 2024, which also included a creative package of financial aid
from India of USD $400 million, and INR (Indian Rupee) 30 billion, were encouraging signs
of thawing. Thus, Kaif’s acceptance to serve as ambassador to the Maldives fits right into the
spirit of those diplomatic efforts to help solidify the status quo between the two countries, while
also preserving important cultural and economic ties, in light of the expected visit by Modi to
the Maldives, July 2025.
Katrina Kaif’s Role and Appeal
Katrina Kaif is perfect for promoting the Maldives’ “Sunny Side of Life” – she is a lively
personality and has an insane fan following worldwide. MMPRC CEO Ibrahim Shiuree praised
Ms Kaif as a “globally identified icon who has presence in South Asia and places beyond.” She
seemed to be truly excited to work with the MMPRC team, emphasising that the Maldives is
beautiful and packed with magnificent luxury experiences. Kaif campaigns will use both digital
and traditional media strategies to reach Indian travellers and Bollywood admirers to show off
the country’s beautiful beaches and vibrant, lively marine ecosystems.
A Boost for Tourism and Diplomacy
The Maldives is heavily dependent on tourism, and India accounts for a sizeable proportion of
tourists from this area. Kaif is expected to greatly increase numbers, especially luxury travel
numbers, after a drop caused by the 2024 boycott. This action serves as a means of exerting
‘soft power.’ The Maldives has enlisted the cultural weight of Bollywood in a treaty to repair
bilateral ties and promote cooperation. Certainly, ecstasy reflected on posts on X confirms that
this is a welcome situation to bring the relationship from the 2024 torrid circumstances.
Looking Ahead
As Prime Minister Narendra Modi’s visit potentially coincides with the Maldives’
Independence Day on July 26, 2025, Kaif’s position exemplifies the combination of culture,
tourism, and diplomacy. Her stature is going to create awareness of the Maldives to the rest of
the world and share benefits with individuals from both countries. This engagement will not
only help the Maldives’ tourism potential, but it also opens a new chapter in India-Maldives
relations, helping to demonstrate that cultural diplomacy can create bilateral relationships.
