The Mediterranean island of Malta has launched a new initiative to coordinate the way in which the island is promoted to the world. Incorporating public and private organisations across the country, Malta is seeking to alter its position as it seeks future inward investment, tourism revenue and international business talent.
18 leading business, financial and tourism organizations back the initiative, “Creating the Malta Story”. It aims to create a compelling identity based on Malta’s unique characteristics. London based consultants, The Communication Group, were appointed to undertake the initiative and have spent several months researching and evaluating the Malta story including interviews with Malta’s business, finance and tourism chiefs.
Initiative leader Michael Refalo says, “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 7000 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.”
Texas based consultancy firm Angelou Economics has recommended that Malta should target seven industry sectors as it charts its course towards Vision 2015 and Beyond. To identify economic development opportunities towards higher value economic growth, job creation and wealth creation.
Tourism is one of the seven industry sectors, as is life sciences. Tourism includes educational, health, and eco-tourism, short duration travel, high end tourism and arts and culture. Life sciences includes rehabilitative care and high-end health services. The seven industry sectors are the same as laid down in the government’s original Vision 2015 in 2007. The country is suffering badly from unemployment and recession. In health, Malta’s private hospitals will serve as the basis for healthcare tourism.
Malta has undertaken various national promotions on health tourism, but has yet to make significant progress in the market. Plans and initiatives have to be backed by money and resources from the state. So far, Malta has outlined what it wants to focus on, but has provided little information about what it actually plans to do and how it intends to fund those plans.