A keynote speaker at a recent seminar on yachting in Malta has urged the island to market itself as a destination, saying that it was not reaching its potential.

Ken Hickling, the president of the International Superyacht Society and global business development manager in the yacht division at AkzoNobel, explained how easy it can be, from an outsider’s perspective, to assume Malta is little more than “a holiday destination for retired people”.

He described how vital it was to make a refit or winter destination alluring for crew, with entertainment and good transport links.

“But Malta is better than people think it is,” Hicking told the audience.

“This is a branding issue,” he explained, “you need to reach out to the decision-makers and nurture your advocates and ambassadors”.

The point was repeated by Kurt Fraser, sales and marketing director at Camper & Nicholsons Marinas, who said the country could learn a lot from the marketing strategy of Porto Montenegro.

“You need to get charter brokers here to see what is on offer.” He urged the country to invest in missions to reveal the island to journalists, brokers and captains.

Ivan Sammut, the registrar general of shipping and seamen at Transport Malta, assured the audience that plans were afoot to improve berthing and shipyard capacity, as well investing in human capital and training.

Edward Zammit Lewis, the Parliamentary Secretary for Competitiveness and Economic Growth, underlined the commitment of the new Government when he gave the closing speech, adding that the Government would look into direct flights to the south of France.

The seminar entitled Malta, a Better Destination for Superyachts’, was hosted by Wilfred Sultana, the publisher of Yachting in Malta.