The never-ending complaints in the letters columns about Air Malta, declining hotel standards, overpricing, hunters and their excesses, noise and building pollution and the rest could be seen as an ongoing farce.

But for those of us who know (knew?) and love Malta, they represent a kind of tragedy. Where the faults lie is for the Maltese people to decide, if they care enough to appreciate just what is happening under their (usually keen) noses.

This, of course, is yet another letter from an Englishman who will be dismissed, pejoratively, as a tourist without comprehension.

No problems with that. I paid my money (over many years) and took my choice.

But now, it appears, the "re-branding" of the Maltese islands is the name of the game. If what came through my letter box this morning from a travel firm is an example of the "new approach", I am afraid that, in today's tourist market, it is doomed to failure. It reads: "Visit Malta and Gozo, Officially the Happiest Country on Earth"... "Explore the history, culture and beaches Malta & Gozo has (sic) to offer..."