Bollywood icon Katrina Kaif has signed as the global brand ambassador for the award-winning Indian Ocean travel destination Maldives, becoming the new face of the ‘Sunny Side of Life.’
Maldives Marketing and Public Relations Corporation (MMPRC), also known as Visit Maldives, announced the collaboration in a statement on Tuesday morning.
Katrina, a repeat visitor to the Maldives, expressed delight at being chosen as the face of the ‘Sunny Side of Life.’
“The Maldives represents the pinnacle of luxury and natural beauty — a place where elegance meets tranquility. I’m honored to be chosen as the face of the Sunny Side of Life,” she said.
“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.”
Katrina Kaif.
Ibrahim Shiuree, CEO and Managing Director of Visit Maldives, said that Katrina, with her vibrant personality and global fanbase, is the perfect face for Maldivian tourism.
"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,” he said.
One of the highest-paid actresses in India, Katrina has received numerous accolades, including four Screen Awards and four Zee Cine Awards, as well as multiple Filmfare nominations. She found major commercial success in the action thrillers Ek Tha Tiger, Dhoom 3, and Bang Bang!, which ranked among the highest-grossing Indian films of that decade.
Katrina is married to actor Vicky Kaushal, and the Maldives is one of the couple’s favorite vacation spots.
Katrina Kaif and Vicky Kaushal vacation in the Maldives. (Photo/Instagram/Vicky Kaushal)
The collaboration comes as Visit Maldives launches its Summer Sale campaign, designed to entice more travelers to discover the breathtaking natural beauty, vibrant marine life, and exclusive luxurious experiences that the Maldives offers.
The 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 UK, Russia and the Commonwealth of Independent States, Germany, Austria, Switzerland, Italy, Poland, Spain, and India.
According to Visit Maldives, the initiatives are tailored for travelers seeking unforgettable summer escapes, and is aimed at strengthening Maldives’ global destination presence and driving bookings for the summer and beyond.
The Maldives welcomed a record two million tourist arrivals last year. The island destination, which won the award for the World Travel Awards (WTA) World's Leading Destination for the fifth consecutive year in 2024, recently hit the one million tourist mark and expects to boost total visitor numbers to 2.3 million this year.