Visit Maldives Corporation (VMC) has publicly launched Creatoll, its digital marketplace for Maldivian creative content, alongside a global photography competition offering a top prize of MVR 50,000.

The competition, titled "This is My Maldives", invites photographers and visual storytellers of all skill levels to submit original photographs taken in the Maldives across the themes of places, people, culture, nature and experiences. The winning entry will receive MVR 50,000, while photographers will retain copyright of their work. Submitted entries will, however, grant VMC a non-exclusive licence to use the images for destination promotion and other official purposes.

Developed by VMC, Creatoll is designed to connect photographers, videographers, filmmakers, creative businesses and other content owners with clients seeking authentic Maldivian visual and cultural content, including tourism businesses, media organisations, production houses, broadcasters, government institutions, diplomatic missions and other organisations. T

hrough the platform, creators can build verified professional profiles, showcase portfolios, upload photography and video content, license their work, set prices where applicable and generate income through content sales. Clients can browse available content, download free assets where offered, purchase licensed material and request access to selected media through digital agreements.

Creatoll was officially launched by Minister of Arts, Culture and Heritage Heena Waleed during a ceremony held at Public Service Media (PSM), attended by VMC Chief Executive Officer and Managing Director Ibrahim Shiuree. The launch also signified the start of a partnership between VMC and the Ministry of Arts, Culture and Heritage to strengthen the platform through cultural representation, content categorisation, contextual metadata and the integration of relevant databases of artists, artisans and cultural practitioners.

VMC also entered into a partnership with PSM to integrate selected archival and contemporary media into the platform, including photography, documentaries, historical footage, interviews and other cultural documentation spanning decades of Maldivian history, heritage and island life. The collaboration aims to combine VMC's destination marketing efforts with PSM's extensive audiovisual archive to expand access to authentic Maldivian content.

Speaking at the launch, VMC Chief Executive Officer and Managing Director Ibrahim Shiuree said Creatoll was developed to give greater visibility to Maldivian creators while helping them protect and monetise their work. He said the platform would also strengthen destination marketing by showcasing the Maldives through authentic local perspectives, highlighting the country's people, culture and heritage alongside its natural attractions.