The current campaign of video promoting Malta as a tourist destination that are currently appearing on CNN, cost e1 million but they are, say sources in the industry, an example how things should not have been done.

There are no direct links between Malta and the US, sources say, and that money would have been better spent in countries that have direct links to Malta.

No views of Malta are shown and in one particular video a girl with an obnoxious voice invites people to come to Malta by saying “I am Malta”.

Another shot of a Maltese actor shows spittle in his mouth if the footage is blocked.