Actor Katrina Kaif has been appointed as the global brand ambassador for Visit Maldives. The collaboration comes on the heels of the tourism agency’s special “Summer Sale” campaign, which is designed to entice more travellers to discover the breathtaking natural beauty, vibrant marine life and exclusive luxurious experiences of the Maldives.
Ibrahim Shiuree, the Chief Executive Officer and Managing Director of Visit Maldives, said in a statement, "We are thrilled to welcome Katrina as our Global Brand Ambassador. Her vibrant personality and strong connection with audiences worldwide make her a perfect representative for the Sunny Side of Life, the World's Leading Destination for the past five consecutive years, especially as we start our ‘Summer Sale’ push in key markets around the world."
The British-born actor is a globally recognised icon, a distinguished performer, and an award-winning entrepreneur whose influence spans industries and continents. Kaif has worked on blockbuster films and won many prestigious awards. Beyond her on-screen success, she has demonstrated entrepreneurial acumen with the launch of her Kay Beauty business.
Speaking about her new role as the Sunny Side of Life's Global Brand Ambassador, Kaif said, “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.”
The “Summer Sale” campaign features exclusive offers and value-packed deals across luxury resorts, boutique guesthouses and family-friendly accommodations throughout the Maldives. It is currently live across key global markets including the United Kingdom, Russia and the Commonwealth of Independent States (CIS), the DACH region (Germany, Austria and Switzerland), Italy, Poland, Spain, and India.
Maldives' decision to make Katrina Kaif its global brand ambassador for tourism comes just a month ahead of Prime Minister Narendra Modi’s visit to the nation, signalling a thaw in relations between the two countries after a period of diplomatic tension earlier last year.
As of June 7, 2025, the Maldives welcomed one million tourists, the nation's tourism department announced on X.
(With inputs from news reports)