There has been much talk about Malta’s upmarket tourism potential. Without entering into the merits of the ‘quality versus quantity’ contention, it is a well-known fact that a number of cultural and religious events take place in the shoulder months – late autumn and early spring. These events certainly deserve to be advertised and promoted overseas.

Carnival and Easter are potential niche markets, and so is the Maltese festa season starting in late spring. In my days at the Malta Government Tourist Board and later at the Ministry of Tourism, we used to hold ‘Malta Evenings’ for tour operators and the media mainly in England, Germany and Italy, where we promoted Malta as the island of sunshine and history. Sometimes interested parties were invited on educational short stays in Malta.

Many countries promote their cultural and religious heritage such as Holy Week in Seville and Malaga, carnival in Nice, Viareggio, Venice and Rio de Janeiro, the running of the bulls in Pamplona and established religious tourism centres such as Lourdes, Fatima and so many shrines in Italy.

I believe Malta can attract more cultural-minded tourists from the upper-income group who are searching for new pastures, possibly for an-off season second holiday.

However, we need a more aggressive publicity campaign and direct contact with tour operators and the international media.

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