Malta “story†created to raise destination’s profile
Tuesday, 31 Mar, 2010
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Malta is seeking to raise its profile as one of the world’s most attractive destinations for inward investment, tourism and talent.
The “Creating the Malta Story” drive is led by Dr Michael Refalo, Malta’s former tourism minister and member of the UN World Tourism Organisation strategic committee.
The initiative is being backed by 18 leading business, financial and tourism organisations and aims to create a “compelling identity” based on Malta’s unique characteristics.
The unified approach for the destination – venue for the ABTA Travel Convention in October – comes against a backdrop of global recession and increased competition between countries.
London-based destination specialists The Communication Group has spent several months researching and evaluating the Malta story including interviews with business, finance and tourism chiefs.
Refalosaid: “A unified, authentic identity for Malta will help us to stand out in an increasingly competitive market.
“The Malta Story capitalizes on our rich and diverse 7,000-year history, passionate, well educated people, internationally recognised centres of excellence and its position at the most southerly point of Europe.
“With this initiative, we are securing Malta’s place as a destination where people want to live, work, and invest.
“All participants are in agreement that Malta needs a collective message to promote itself in the future, to complement the government of Malta’s vision for 2015 and further develop Malta’s competitive position in the world.”
Emma Johnson,head of the destination practice at The Communication Group, said: “Malta has a unique combination of assets that can and should be harnessed to create emotional connections in the minds’ of both investors and tourists alike.
“For instance, it is a sophisticated, stable, well run island nation, it has established and successful institutions which punch above their weight, and it has a quality of life that is hard to beat.”
by Phil Davies
Phil Davies
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