Visit Maldives Corporation Limited has launched “This is My Maldives,” a global photography competition inviting creators and visual storytellers to present the Maldives through their own lens, as part of the public launch of Creatoll, a new digital marketplace developed to showcase and commercialise authentic Maldivian creative content. The competition was announced during the public launch ceremony of Creatoll held at Public Service Media, where the platform was officially inaugurated by the Minister of Arts, Culture and Heritage, Honourable Heena Waleed, together with the Chief Executive Officer and Managing Director of Visit Maldives Corporation, Ibrahim Shiuree.
The competition calls for original photographs that reflect what the Maldives means to each participant, with entries welcomed across the themes of places, people, culture, nature and experiences. Open to photographers of all skill levels, “This is My Maldives” is designed to celebrate the country’s natural beauty, cultural richness and everyday life through authentic visual storytelling. The initiative offers a meaningful opportunity for both local and international creators to contribute fresh perspectives on the Maldives, while helping to present the destination to global audiences through images that are personal, sincere and diverse.
The winning entry will receive a cash prize of MVR 50,000. All submitted photographs must be original works captured within the Maldives. Copyright will remain with the photographer, while entries submitted to the competition will grant Visit Maldives Corporation a non-exclusive licence to use the images for destination promotion and other official purposes. This approach is expected to encourage wide participation while also protecting creators’ ownership of their work and recognising the value of original content in destination branding.
The competition forms part of Visit Maldives Corporation’s broader efforts to expand creator participation through Creatoll, which has been introduced as a national digital marketplace for Maldivian visual, cultural and creative assets. The platform is designed to connect photographers, videographers, filmmakers, creative businesses and content owners with a wide range of clients, including tourism businesses, media organisations, production houses, broadcasters, government institutions, diplomatic missions, agencies and other users seeking authentic Maldives content. With the Maldives continuing to stand among the world’s most recognisable travel destinations, the platform is expected to strengthen the way the country’s story is told by bringing forward more local perspectives and original creative work.
Through Creatoll, creators can establish verified professional profiles, upload photography, video and stock footage, present their portfolios, set prices where applicable, retain ownership of their work and generate income through successful content sales. Clients using the platform will be able to browse available content, download free assets where offered, purchase licensed material and request access to selected media assets through clear digital agreements and approved usage periods. This creates a structured and trusted environment for creative exchange while supporting the professional growth of Maldivian creators and expanding the reach of their work across tourism, media and cultural sectors.
Speaking at the ceremony, Ibrahim Shiuree said Creatoll was developed to support the people whose creative work shapes how the Maldives is seen, remembered and shared. He noted that the platform gives creators an avenue to build visibility, protect their work and access new opportunities, while also strengthening destination marketing through authentic local perspectives. He added that the Maldives represents far more than its scenic appeal, and includes its people, heritage, memory, skill, creativity and culture. His remarks reflected the wider vision behind the platform, which is to deepen the global understanding of the Maldives by highlighting the human stories, artistic identity and living heritage that define the nation.
The launch also underscored Visit Maldives Corporation’s partnership with the Ministry of Arts, Culture and Heritage to strengthen Creatoll as a national platform for Maldivian visual, cultural and creative content. Under this collaboration, the Ministry will support cultural representation, categorisation, contextual metadata and the integration of relevant databases of artists, artisans and cultural practitioners where applicable. This partnership is expected to improve the depth and accuracy of cultural content available through the platform and ensure that creative works are presented with proper context and recognition.
The public launch at Public Service Media also marked the beginning of another important collaboration aimed at enriching the platform’s content base. Under the partnership between Visit Maldives Corporation and PSM, selected archival and contemporary media assets will be integrated into Creatoll. These materials will include photography, documentaries, historical footage, interviews and cultural documentation, many of which reflect decades of Maldivian history, heritage and island life. By bringing together Visit Maldives Corporation’s destination marketing role and PSM’s position as the nation’s leading broadcaster and custodian of one of the country’s largest audiovisual archives, the initiative is expected to create a more comprehensive and enduring platform for preserving and presenting Maldivian stories.
Creatoll is being positioned as more than a content marketplace. It is also a platform intended to support the growth of the creative economy, improve access to authentic Maldivian content, strengthen destination storytelling and create new commercial opportunities for creators, content owners, cultural institutions and creative businesses. For the tourism industry, including resorts and other hospitality partners, the platform offers a valuable source of credible and locally rooted content that can enhance marketing, enrich visitor engagement and present the Maldives through voices and visuals that are closely connected to the country itself.
Visit Maldives Corporation has invited creators, photographers, videographers, filmmakers, tourism partners, media organisations, institutions and creative businesses to join Creatoll and contribute to building a national platform for Maldivian stories, culture and creativity. With the launch of the “This is My Maldives” competition and the introduction of Creatoll, the Maldives is taking a forward-looking step in supporting creative talent, preserving cultural identity and sharing a more complete and authentic image of the nation with audiences around the world.
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