The Malta Tourism Authority would like to clarify a couple of points regarding comments by Peter Dacoutros (The Sunday Times, April 6) about the MTA's decision to appoint Rainer Mitze as Malta's culinary ambassador for Germany.

Mr Mitze has not been chosen to exclusively 'represent our traditional dishes' but, rather, to endorse Malta and act as a living testimonial for Malta, mainly through his status as a celebrity and, secondly through his association with Maltese cuisine. Mr Mitze has a captive audience of tens of thousands, if not millions, being a media celebrity in his own right, and it goes without saying that the marketing benefits to be had by Malta through this association are many and various.

The aim of the exercise is to promote Malta in our important German-speaking core markets, namely, Germany, Austria and Switzerland, through the image of a bona fide and well-loved celebrity, who is for all intents and purposes a real life testimonial and endorsement of Malta. Since Mr Mitze is a chef who is more than well acquainted with Maltese cuisine, the food angle is the logical means by which to promote the Maltese islands.

We are conscious that Malta has many remarkable chefs who are masters of Maltese and Mediterranean cuisine. However, none of these are easily recognisable celebrities in and around Europe.

Mr Mitze's appointment was primarily an initiative of the MTA's office in Frankfurt, whose main task is to promote Malta's rich culture and heritage in Germany and to Germans. This task is carried out quite successfully by an experienced team consisting of Germans who have a boundless passion for Malta.