The Maldives Marketing and Public Relations Corporation (MMPRC) has officially announced Bollywood actress Katrina Kaif as the global face of its 2025 Summer Sale tourism campaign. The appointment is aimed at promoting the island nation’s scenic beauty and luxury offerings to international travelers, with a strong focus on India, Europe, and Gulf countries.
Recognized for its breathtaking beaches and world-class resorts, the Maldives continues to draw tourists year-round. However, with travel markets becoming more competitive, the MMPRC has adopted a new marketing strategy by collaborating with a major international celebrity. Katrina Kaif, known for her global fanbase and charismatic presence, has been selected to help spotlight the country as the ultimate summer destination.
Officials from MMPRC stated that Katrina Kaif’s association with style, grace, and wellness makes her an ideal fit for the Maldives brand. With her influence spanning millions of followers across platforms like Instagram and Facebook, the campaign is expected to make a strong digital impact.
Kaif will feature in a series of travel-themed visuals and advertisements, which will be rolled out globally through digital, television, and social media channels. These will highlight the Maldives’ unique offerings, from private overwater villas to snorkeling adventures, spa retreats, and eco-tourism experiences.
During the official event held in Malé, Kaif shared her enthusiasm for the role. “Every visit to the Maldives has left me inspired by its beauty and calm. I’m thrilled to represent this paradise as it welcomes travelers from around the world,” she remarked.
Tourism plays a key role in the Maldivian economy, and the summer sale initiative is part of a broader strategy to increase visitor numbers during off-peak seasons. This year’s campaign will include exclusive travel packages, discounts on premium stays, and curated activities aimed at families, couples, and solo explorers.
The campaign will also focus on sustainable travel—promoting eco-friendly tourism practices, such as coral reef protection programs and locally sourced luxury services. The MMPRC hopes that the campaign will encourage longer stays and repeat visits by offering both relaxation and adventure.
Experts believe Katrina Kaif’s involvement will boost international awareness, particularly among Indian tourists who are already a significant demographic for the island nation. Her endorsement is expected to enhance Maldives’ status as a preferred luxury travel hotspot.
