Priyanka Tiwari
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Suspense crime, Digital Desk : The Maldives government has made a high-profile move to revive its tourism sector by appointing Bollywood A-lister Katrina Kaif as its new Global Tourism Ambassador. This appointment is widely seen as a strategic "charm offensive" aimed directly at repairing relations with India and winning back the trust of Indian tourists.
The decision comes after a period of significant tension between the two nations, which peaked earlier this year. Derogatory comments made by Maldivian officials following Prime Minister Narendra Modi's promotion of India's Lakshadweep islands as a tourist destination sparked outrage, leading to a massive "Boycott Maldives" trend on social media. The campaign saw numerous Indian tourists, including celebrities, cancel their trips to the island nation, which heavily relies on tourism for its economy.
By bringing on board a beloved and influential figure like Katrina Kaif, the Maldives is clearly signaling its intent to smooth over the recent diplomatic friction. The appointment leverages the immense soft power of Bollywood and aims to replace the negative narrative with one of welcome and friendship.
This strategic public relations move coincides with ongoing diplomatic efforts to normalize relations, including an expected visit by PM Modi to the Maldives. For the island nation's travel and hospitality industry, which suffered a tangible economic hit from the decline in Indian visitors, Katrina Kaif's role will be crucial. Her association is expected to help restore confidence and remind Indian travelers of the Maldives' appeal as a premier luxury destination.
The success of this initiative will be closely watched as a test of whether a celebrity endorsement can help heal diplomatic wounds and reignite a vital tourism pipeline.
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