Early this month, Malta hosted some of the most dazzling film stars and directors in the European firmament for the 25th anniversary edition of the highly prestigious European Film Awards.

More exposure to our priceless patrimony during such international events will definitely contribute towards the enhancement of cultural tourism- Lino Bugeja

Among the galaxy of stars and directors were Oscar-winning British actress Dame Helen Mirren, Sir Michael Gambon, legendary Italian film director Bernardo Bertolucci, Danish director Thomas Vinterberg and a host of many other big names in European cinema.

It was left to the German academic director Wim Wenders, winner of many film awards, to focus on the European cultural ethos, of which Malta is so proud, expressed in its history and heritage.

It was at this stage that an obvious lacuna dawned on me: our skilful and meticulous organisers do not flaunt well enough our rich historical patrimony during such prestigious international events.

We should not delude ourselves into thinking that everybody is aware of our rich cultural history, which I call “The Seven Ages of Malta”, stretching over 5,000 years from the enigmatic Temple Period and the Punico-Roman, to the Arab and Medieval period down to the long glorious Knights’ sojourn, the British period and, finally, modern independent Malta.

More exposure to our priceless patrimony during such international events will definitely contribute towards the enhancement of cultural tourism, a niche in which Malta has all the credentials to carve its name in gold.

Our highly erudite historians can relate outstanding episodes from the Annals of the Medieval Universitas at Mdina; some intriguing incidents of the Inquisition in Malta like the vilification and burning at the stake in Birgu Square of Gesualdo; the cruel savagery of Maltese corsairing; the ghosts of Malta; sex and sexuality in 16th century Malta or aspects of the Knights’ exploits; the impregnable unique fortifications; the baroque extravaganza particularly in Valetta and Mdina; the rich musical archives at the Mdina Cathedral Museum, and modern Malta. Surely all contenders for top documentaries for international viewing.

This is not in any way to suggest giving our visitors historical indigestion or ramming our vast culture forcibly down their throats.

There is another subtle way of spreading our culture, a topic that highly rated film director Wenders focused on, when stating that the rich European ethos of culture and heritage could cushion any economic deficiencies.

In this regard, on such auspicious occasions, the local newspapers in the English language could include two illustrated pages or better still a culture and history supplement highlighting some aspect of our heritage.

It is well to remember that there are other historical episodes as exciting and “filmable” as the Great Siege of 1565, the subject of three blockbusters, namely The Religion by Tim Willocks, The Sword and the Scimitar by David Ball and Blood Rock by James Jackson, allinternational bestsellers.

Malta has now established itself as a popular conference centre as well as a well-patronised cruise-liner destination; these are other opportunities to publicise our heritage, not by aggressive selling but simply having suitable book stands exhibiting academic Melitensia books including the highly presentable coffee-table books from our publishers.

As a Maltese citizen revelling in the rich patrimony of our history, I have to reiterate on the paucity of references about Malta, let alone features and illustrations in prestigious books published overseas.

Over the years I have amassed a collection of these stylish books, some of which may adorn the most illustrious coffee tables in the cultural world.

Although they are highly notable for their presentation, with stunning photography and illustrations, they are not seminal treatises.

However, their expansive and select circulation is very conducive to promoting cultural tourism, a niche which we fully deserve.

The scant attention they have given to our island home is very upsetting and deplorable. For example a highly illustrated book entitled 100 Most Beautiful Cathedrals in the World (REBO Publishers – Netherlands), a cultural journey that describes the treasures enshrined in them, does not even mention St John’s Co-Cathedral with its cornucopia of artistic treasures, which the knights embellished with various gifts and commissions from some of the most famous artists in Europe.

Another massive volume entitled Baroque - Architecture, Sculpture and Paintings, published by Konemann, merited only a few lines and not a single illustration.

In Masterpieces of Illumination – the World’s Most Famous Illuminated Manuscripts 400-1600, published by Taschen, I expected to see the famous L’Isle Adam choral books but not a single mention.

Similarly there was no place for Valletta in Cities of the Renaissance World published by Charterwell Books.

As we edge nearer to the distinction when our capital city will bask in the dazzling rays of its cultural heritage as European City of Culture, a massive campaign should be stepped up by all concerned – and that includes our embassies, the Tourism Ministry and Heritage Malta – to invite these renowned publishing houses to visit our island and see for themselves.

Better still, since our products in the way of books on our heritage have exceeded all expectations, there should be strong representations at international book fairs and tourism fairs, thus obtaining a much higher cultural profile.

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