The Maldives Marketing and Public Relations Corporation (MMPRC), operating under its Visit Maldives brand, has unveiled an ambitious new initiative — the Visit Maldives Local Ambassadorship Program — aimed at amplifying the country’s cultural narrative through local creative talent. This pioneering program seeks to harness the power of Maldivian artists to showcase the nation’s rich heritage, contemporary artistry, and natural wonders to international audiences.
Open to artists from diverse fields, including music, visual arts, photography, film, literature, performance, and digital media, the program invites Maldivian creatives to serve as cultural ambassadors. By leveraging authentic local voices, Visit Maldives hopes to deepen global appreciation of the Maldives beyond its celebrated beaches and luxury resorts, positioning it as a multifaceted cultural destination.
Applicants are expected to exhibit originality, a strong connection to Maldivian culture, and a commitment to representing the nation with integrity and passion. Through this initiative, artists will gain a platform to tell compelling stories that resonate worldwide, fostering a deeper emotional connection with potential travelers.
To kick-start the program, Visit Maldives announced that the popular band ‘2ofUs’ has been appointed as its first local ambassadors. The band is set to promote the Maldives at high-profile performances in India, Sri Lanka, Malaysia, and France, further extending their reach with an invitation to audition for ‘Britain’s Got Talent 19’ in September this year. Their participation is expected to highlight the Maldives as not only a picturesque paradise but also a hub of contemporary cultural talent.
The Local Ambassadorship Program is a strategic move within Visit Maldives’ broader marketing framework, which aims to diversify the country’s tourism appeal and foster meaningful partnerships with the local creative community. By investing in homegrown talent, the Maldives strengthens its global brand while empowering artists to become storytellers of their own heritage.
This bold initiative underscores the Maldives’ commitment to evolving its tourism identity, positioning it as a vibrant, culturally rich destination that celebrates its people as much as its natural beauty.
