The Malta Tourism Authority yesterday launched Apprezza, a campaign aimed to increase national pride and encourage appreciation of Malta and all it has to offer. It also promotes the importance of tourism for the country’s economy, society and the environment.

The campaign, running on two years, comprises a number of tools that will be used to expose young children to the various facets of the tourism industry.

A video was shot to capture the young voices of children who want to send a message to older audiences asking them to enhance their national pride and appreciate tourism. The initiative was carried out in collaboration with students who attend Santa Tereza college, St Martin’s college and Chiswick house school. The video depicts children’s enthusiasm and willingness to know more about tourism, aimed to have a ripple effect on educating the wider public.

The video, a website and a mascot named Turu will be used in an eight week programme to teach children in summer schools. Students will learn about the hospitality value through interactive activities. A teacher’s voluntary programme will be launched in September 2009 whereby teachers will be provided with lesson plans and activity ideas to develop a tourism culture in classrooms. The campaign designers will be working closely with Maltese storywriter Trevor Zahra to make the tools attractive for children.

Tourism Parliamentary secretary Dr Mario de Marco presented certificates and a copy of the videos to the children who took part in the video shoot.