Malé/IBNS: Bollywood superstar Katrina Kaif has been named as the global brand ambassador of Maldives tourism ahead of Prime Minister Narendra Modi's visit to the country.

Katrina, a hugely popular actress in India, has been described as "globally recognised icon, a distinguished performer" by Maldives Marketing and Public Relations Corporation.

"This exciting collaboration comes on the heels of Visit Maldives’ special Summer Sale Campaign, designed to entice more travellers to discover the breathtaking natural beauty, vibrant marine life, and exclusive luxurious experiences that the Maldives offers," read the announcement.

Katrina Kaif during her Maldives vacation in 2022. Photo: Katrina Kaif/Instagram

Speaking about her new role as the Sunny Side of Life’s Global Brand Ambassador, Katrina 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."

Ibrahim Shiuree, CEO and MD of Visit Maldives, commented on the appointment: "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 5 consecutive years, especially as we start our Summer Sale push in key markets around the world."

Katrina's name has been announced just a month ahead of Modi's visit to the country, which had bilateral issues with India from late 2023 into 2024.

The diplomatic tension between the countries brewed over the changing strategic alignment in the Indian Ocean region after pro-China Mohamed Muizzu became Maldives President in 2023.

Muizzu had demanded the withdrawal of Indian troops in Maldives leading New Delhi to cautiously deal with the tiff.

A social media conflict between the two nations started after Prime Minister Modi travelled to Lakshadweep and captured some photos on the beach in a bid widely viewed as a promotion of the union territory as a travel destination as an alternative to Maldives, which has remained a favourite spot for Bollywood celebrities.

PM Modi in Lakshadweep in early 2024. Photo: Narendra Modi/X

A widespread call to boycott Maldives tourism grew in a backlash when the Prime Minister's Lakshadweep photos were mocked in Malé.

Over the course of time, India withdrew its troops in Maldives and now Modi's upcoming visit hints at a stabilization of the bilateral relationship.