In a world brimming with diverse countries, cities, and regions, many have carved out their own unique identities, drawing people in with irresistible allure. Just like any brand, destinations must pinpoint what sets them apart, igniting excitement among residents and visitors alike.

Malta recognized the need to redefine its position in the hearts and minds of its audience. To stand out and enhance its appeal, the brand had to put itself in the hands of those who visit and embrace the perspectives and experiences of these visitors. This approach would showcase the island’s universal charm, resonating with both a new generation of tourists and returning visitors—be they families, couples, or friends.

Enter the new mantra: “Explore more.” Malta has embraced a bold, opinionated style, employing a diverse range of imagery and activity-based taglines to inject fresh energy and undeniable appeal into the brand. By adopting an honest and natural approach to visuals, the brand offers a tantalizing glimpse into genuine experiences and moments, steering clear of clichéd beach scenes and overly polished settings.

This imagery taps into the rich tapestry of Malta’s history, culture, people, and ever-changing landscapes, ensuring the brand remains dynamic and competitive in the cutthroat arena of destination marketing. With each snapshot, Malta evolves, adapting to meet the demands of an ever-evolving audience, ready to explore more and discover the island’s endless wonders.

The refreshed identity is now spearheaded by a clear market position, a definitive understanding of the visitor types and a unique visual approach that sets the brand of Malta apart from the rest of the Mediterranean competition in the eyes of the customer. With a full endorsement from the Maltese government, the new positioning will now be implemented across all promotional engagement across the globe.