Malé, Maldives – June 11, 2025 – In a spectacular move set to energize global travel enthusiasm, Visit Maldives has announced Bollywood superstar Katrina Kaif as the new global brand ambassador for its iconic campaign, The Sunny Side of Life. The announcement is poised to bring international attention to the Maldives’ crystal-clear waters, luxury resorts, and serene landscapes, reinforcing the nation’s status as one of the world’s most aspirational travel destinations.
Katrina Kaif Shines as the Face of “The Sunny Side of Life”
In an official statement released today from Malé, the capital of the Maldives, Visit Maldives unveiled Katrina Kaif as the fresh face of its globally recognized campaign, designed to highlight the destination’s unmatched beauty and luxurious experiences. The announcement took place during a high-profile event attended by key tourism stakeholders, dignitaries, and media representatives.
The selection of Katrina Kaif as the global brand ambassador is seen as a strategic decision to strengthen the Maldives’ connection with travelers from India and other global markets. Known for her elegance, global appeal, and adventurous spirit, Kaif aligns perfectly with the brand’s vibrant identity.
Global Brand Ambassador to Expand Maldives’ Global Reach
The appointment of Katrina Kaif as a global brand ambassador is expected to significantly boost the Maldives’ outreach to international markets, especially India—one of the archipelago’s largest tourist sources. As the world’s travel trends shift post-pandemic toward experiential and nature-based tourism, Maldives is positioning itself as the ideal getaway with its pristine environment, exclusive resorts, and rich marine life.
This move is also expected to elevate the tourism board’s campaign visibility on digital platforms and social media, where Katrina Kaif has millions of loyal followers. Her involvement in promoting The Sunny Side of Life will help redefine Maldives tourism marketing with a dynamic, youthful, and aspirational vibe.
Maldives Tourism: Riding High on Star Power
The Maldives continues to experience robust growth in tourist arrivals, and with the appointment of Katrina Kaif as global brand ambassador, the nation expects to reach even greater heights. The synergy between celebrity endorsement and tourism campaigns has shown proven results in enhancing destination appeal, and Maldives is capitalizing on this trend effectively.
Minister of Tourism, Dr. Abdulla Mausoom, expressed optimism, saying, “Katrina Kaif’s international presence and her strong bond with wellness, fashion, and nature resonate with the core elements of Maldives tourism. Her role as global brand ambassador will undoubtedly inspire millions to discover the sunny side of life.”
Katrina Kaif on Becoming the Global Brand Ambassador
Sharing her excitement, Katrina Kaif said, “I am truly honored to represent the Maldives as the global brand ambassador for The Sunny Side of Life. The Maldives has always been one of my favorite destinations—it offers tranquility, adventure, and luxury all in one. I look forward to sharing my experiences and encouraging travelers around the world to discover the magic of this paradise.”
Her involvement is not limited to advertisements alone. Over the coming months, she will participate in destination shoots, social media promotions, and interactive global travel events aimed at driving tourism interest to the Maldives.
The Sunny Side of Life Campaign: A Global Vision
The Sunny Side of Life campaign has long symbolized the Maldivian spirit of peace, luxury, and natural beauty. With Katrina Kaif as the face of the campaign, the Maldives aims to reinforce its brand as a go-to destination for honeymooners, solo travelers, wellness seekers, and family vacationers alike.
The campaign also focuses on sustainable tourism, encouraging eco-friendly travel practices, and highlighting the nation’s commitment to marine conservation and environmental preservation.
A Bright Future for Maldives Tourism
With a steady increase in visitor arrivals and renewed global marketing strategies, the Maldives is gearing up for a landmark year in tourism. The influence of Katrina Kaif as global brand ambassador will help attract a new generation of travelers seeking memorable and meaningful travel experiences.
This exciting collaboration marks a new chapter in promoting the Maldives as a premier tourist haven—an escape that’s not just luxurious but also deeply personal and rejuvenating.
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