A campaign to encourage Maltese people to rediscover the values of friendliness and generosity as a means of enhancing the country’s touristic product and national pride.

The campaign by 89.7 Bay, Making Malta Great, “aims to inspire locals to continue (or in some cases, start) to look after our precious island for future generations to enjoy and also for the millions who visit our island.”

Times of Malta is among the sponsors.

It also aims to remind the public of the little things they can do to make a difference, from picking up trash, to lend a hand, supporting national heritage sites and being hospitable and friendly to visitors and each other.

The campaign will include a number of social experiments where the fabled Maltese generosity is put to the test.

Speaking at the launch of the campaign earlier today, tourism minister Edward Zammit Lewis said the campaign would be part of the destination branding process aimed at defining, consolidating and communicating a brand and image for Malta in the minds of potential travellers and in the minds of tourists who have already visited Malta.

“This reposition was undertaken without seriously undermining Malta’s traditional presence in the market place,” Dr Zammit Lewis said of the shift away from sun-and-sea marketing. “As a result, we have managed to retain our traditional sources of travellers whilst attracting growth from new segments.”

Eden Leisure managing director Kevin Decesare said: “With this campaign we want to make people proud to be Maltese. For its size, this is one of the greatest countries in the world and, regardless of who we are and what we believe, nobody should be making this country look bad.”

Making Malta Great is also supported by the Malta Tourism Authority and General Soft Drinks, among others.