"Let me be clear: I'm a Brit and I love Malta. And although we in the UK aren't in the best position to tell others how to look after their natural and cultural assets, I'm worried that Malta, in chasing visitor numbers at the expense of quality, will lose those things of which it can be most proud.
So, I read with interest plans to re-brand Malta with a windfall of government money to the Maltese Tourist Authority (MTA) to undertake the exercise to re-position the country in the global tourism market. Certainly the Maltese islands are unique and deserve to be more widely appreciated. However, given that Malta is now facing stiff competition from eastern Europe, in addition to that from its more traditional rivals in the Mediterranean, it must surely - now - play to its strengths in order to secure a future as a top tourist destination with genuinely green credentials. This means a curb on unsustainable development, better stewardship of the natural environment, conservation of the built heritage and artifacts, and targeting a more sophisticated audience". For the full letter click here Malta's Image.
I don't know if the tourism promotion in the UK is being done by a British company or Maltese, I get the impression it is a Maltese company, the first rule of advertising is "know your market" and I feel that a British advertising company would better know how to get into the strange and weird minds of the British consumer.
"You can tell the ideals of a nation by its advertisements".