We take national pride in the belief that we punch above our weight on the European stage. There is indeed proof that ‘brand Malta’ is familiar and that this plausible image has made a significant contribution to our market economy over the last few years.

Recent studies of the nation’s brand image, however, suggest that changing geopolitical trends and the barrage of reputational accusations are weakening that image. 

Economic power seems to be moving eastward and our diaspora history is of receding relevance, even in the US.  

There is also evidence that younger people around Europe are less favourably disposed to us than older generations. The most ambitious attempt to measure the thorny concept of a nation’s global reputation is to awkwardly look at international ranking surveys. 

We have failed to reach among the top 10 in most. Even recently it was announced that our IIP programme, according to citizenship facilitators Henley & Partners, has dropped to the position of Rank 9 on their Global Rankings Index. 

The year 2018 was Malta’s perfect opportunity to showcase its economic gains to the outside world, to take a victory lap after years of growth. The Prime Minister went so far as to claim that national pride in Malta had hit an all-time high. 

But perceptions of countries change glacially and much of the talk of Malta’s reputational damage overseas, though at times misplaced, has had consequences. 

While our European competitors may indulge in a bout of Schadenfreude over the demise of our ‘brand’, the opinion of the world’s population, the people who export our goods and visit us as tourists has not deteriorated one iota.

Unfounded allegations and a surge in callous crime has undoubtedly rocked Malta. The result of all this is a contagion of suspicion. 

Many of the allegations of money laundering and other financial crimes have proved difficult to either verify or dismiss outright, but collectively they make it increasingly hard to swallow the idea that corruption is strictly a foreign import here. 

We are aware that we have serious issues to address on the home front but issues of alleged corruption within top governmental organisations is nothing new to most countries. It does need addressing in terms of how we form government structures and the appointments of the right people. This has to be tackled within the legal system, but saying as the global media pronounces that we are some sort of jungle is nowhere close to reality.

The financial sector has taken a big hit. Finance Minister Edward Scicluna explained recently that it was certain half-truths and stories being pushed that were damaging the country’s reputation. He said that these were all coming from the same source.

We are by no means alone in suffering the effects of political squabbling, what is particularly unfortunate is that ours has centred on public trust

 On paper true, but in reality it has not been a good time especially for Maltese banks. SATA, Nemea and now Sparkasse have been part of the ongoing headlines. While I commend investigations, I do not rejoice in using same as a political football by both parties in making a point and making us look dubious in Europe. 

We know, it’s the government’s job to govern, and oppositions to oppose but often times juvenile, infantile quibbling ensues, as we have seen recently, creating damning news which is not in the public interest. 

Whether fuelled by ego, ambition or a preoccupation with attaining power, it is deleterious to the interest of the State and its people, while yielding to either an individual or the interests of a few entrenched elites. 

While we are by no means alone in suffering the effects of political squabbling, what is particularly unfortunate is that ours has centred on public trust in institutions. 

It is well-known that sophisticated industries like financial services and gaming are highly reliant on public trust in regulatory frameworks that govern the operational areas, and undermining these institutions goes a very long way in undermining the very industries that rely on trust in such institutions.

The national interest must always supersede the partisan interest. I for one welcome the conversation and hope people of good will throughout the political spectrum will check their guns at the door and apply their better selves in a search for the best practices in the national interest. The health and well-being of our republic may depend on it, and that is not a partisan exaggeration.

As Malta and the EU now prepare for the departure of the United Kingdom, we have also embarked on an important journey to define and reshape the future of Europe. 

The reforms and changes that will be introduced in the coming years will profoundly shape Malta’s future experience of and relationship with the EU. As this debate accelerates, it is essential to Malta’s national interests that we continue to be an effective and influential member of the European Union.

Building a reputation is not some-thing that our governments can do alone, nor is it just about marketing. The key is tangible action, conducted in partnership, and backed by both local and global communication.

Patrick O’Brien is communications director at Exante.

This is a Times of Malta print opinion piece