Unconventional Malta has started 2008 with a bang by winning an Award of Excellence as Most Proactive Supplier and an Award of Merit as Best DMC at BI’s annual Partners in Success awards in London; while across the river at Earls Court, the industry was gathered for Confex 2008.

BI Worldwide, the communication and motivation company remains the only agency in the UK to annually recognise those who have provided exemplary support to BI across the globe and made the greatest contribution to its achievements during the previous 12 months. 

Voted for by BI’s Associates working on Events projects, this year’s evening took place at The Underglobe, Shakespeare's Globe Theatre, London on the 12^th of February.

Unconventional Malta’s managing Director, Fiona Captur, said, “We are delighted with the recognition these awards give us in the industry and are proud that Malta was showcased at its best, against stiff competition. Our ability to win these two awards is also a tribute to the ongoing support and professionalism of our suppliers in Malta across the whole spectrum of the tourism industry who all play a huge part in ensuring that every detail of a programme we develop and deliver is executed perfectly.  We are totally committed to the success of our clients which inevitably underlines our own.”

Malta is shunning its reputation as a destination solely for the older generation, and working to attract a younger, more upmarket clientele, reports the British Luxury Travel magazine.

According to the report authored by Sue Bryant, Malta has managed, in recent years, to promote with success its diving, its lively festivals and its history. Now, it is focusing on the luxury market.

"It is one of the areas in which we have had to do the most work," admits Chris Fenech, director, UK & Ireland, Malta Tourism Authority (MTA). "We can't compete with places such as Monte Carlo, but we are attracting, for example, Italians who don't want to pay for Sardinia's Costa Smeralda and are choosing Malta over places such as Sicily. We call it affordable luxury."

The problem, according to the report, is that while Italians and Germans perceive Malta for what it is - a place with great food and wine, superb accommodation and a rich history - many British still see it as a bucket-and-spade destination. "We don't want to be seen as an over-60s place," says Fenech. "So to attract luxury visitors, we are focusing on several areas: spa and wellness; cruising - because people who come for a day are likely to come back; yachting and casinos; and promoting our five-star hotels."

This approach is beginning to pay off. High-end tour operators are starting to notice the island. Cox & Kings has just included Malta for the first time, while Classic Collection added the destination to its winter 2007 brochure. "We have identified it as a destination that has a selection of luxury properties," says Gary Boyer, head of commercial & purchasing at Classic Collection. "Malta is absolutely steeped in history. There's now a very wide choice of luxury properties in Malta and neighbouring Gozo. Classic Collection featuring it for the first time is a clear sign that Malta has lots to offer in the luxury market."

Access, once dominated by British Airways and Air Malta, is also improving, writes Sue Bryant. An abundance of low-cost flights is bringing younger visitors and Ryanair, EasyJet (using the former GB Airways route), Globespan from Glasgow and Flyforbeans - which is planning to start a new service from Cardiff in 2008 - are now opening up the island to the weekend break market.

Meanwhile, according to the report in Luxury Travel magazine, Malta's spa product continues to grow. This industry, by nature attracts luxury visitors, and the MTA has just launched its Malta Healthcare initiative, which aims to attract 50,000 'medical' tourists from the UK annually, for anything from botox and facial peels to full cosmetic and orthopaedic surgery.

The cultural side of life on the island has always been lively but is now attracting more attention, the report says. The annual Arts Festival from late July to mid August brings touring orchestras, opera, art exhibitions and recitals, while outdoor opera is held on a floating stage at the glamorous Portomaso development in St Julians. Malta has a serious opera-loving community, expanding daily thanks to the growing fame of Maltese tenor Joseph Calleja, tipped to be the next Pavarotti. There are also visiting ballet companies including the Bolshoi and the Kirov, plus the oldest baroque theatre in Europe, the Manoel Theatre.  

Malta already has a club scene, at the neon-lit Paceville area, but is developing a more upmarket appeal with venues such as Club 22 at the top of the Portomaso tower, an exclusive, over-25s lounge, and Mocha at the Radisson SAS Golden Sands.

The article also states that the island has its fair share of celebrity fans - Enrique Iglesias, Maroon 5 and Bob Geldof have stayed at the Radisson SAS Golden Sands, while Bryan Adams and Jose Carerras have apent time at Le Meridien at St Julians. Sean Connery and Jacques Chirac, meanwhile, opted for the quieter surroundings of Ta' Cenc hotel in Gozo.

© Copyright 2008 by MaltaMedia.com

By Chris Scicluna

VALLETTA, Jan 1 (Reuters) - The Mediterranean island of Malta became the smallest member of the euro zone at the stroke of midnight on Tuesday.

The former British colony of some 400,000 people qualified for euro adoption after cutting its budget deficit from almost 10 percent of gross domestic product in 2003 to just over 2 percent.

It successfully overcame a last-minute struggle to rein in inflation caused by galloping oil prices, and in November Malta's annual inflation rate, at 2.9 percent, was running slightly below the euro zone average of 3.1 percent.

A Euro Changeover Committee has successfully allayed fears of inflation caused by euro adoption by reaching price-freeze agreements with most importers and retailers.

Prime Minister Lawrence Gonzi and Malta Central Bank Governor Michael Bonello crowned the moment by withdrawing euro banknotes from an ATM.

"This is a historic day in the life of the country and if we face up to the challenge and exploit the new opportunities which monetary union offers, the step we are taking today should lead to stronger, more sustainable economic growth," said Bonello.

Malta and fellow Mediterranean island Cyprus became the 14th and 15th countries to enter the euro zone, having joined the European Union in 2004 with eight other countries.

Malta's exchange rate has been fixed at 0.43 lira to the euro since it joined the European exchange rate mechanism in May 2005.

Euro zone states are Malta's most important trading partners and euro adoption is seen benefiting its large tourism sector.

The opposition Labour Party, which had opposed EU membership for Malta, backed euro adoption and a public information campaign has been a widely acknowledged success.

(Editing by Michael Winfrey)

Excerpts from an article that appeared in The Economist - 04.10.07

"Malta is discovering that in an increasingly virtual world, being an island is no longer an obstacle to providing services, especially in finance and computing."

"Most of the investment is going into financial services, and one niche in particular: the in-house or "captive" insurance operations of big car-makers.  BMW has moved its captive insurance unit from Dublin; Renault, PSA Peugeot Citroen, Volkswagen, Vodafone and RWE have also set up shop in Valletta."

"But the most spectacular recent arrivals are investors from the United Arab Emirates seeking a European bridgehead."

As reported by The Economist.

Please visit: Maltese Business/Virtual Bridges / Economist.com or email us on: info@unconventionalmalta.com if you wish to receive the complete article.

As reported in Country Profiler - business & investment / Malta