Malta is currently being promoted in London as a business destination to the people of Britain, and of course other people who are visiting the British capital.

Prime Minister Lawrence Gonzi, has in fact, just returned from there. The idea to use London as a promotional venue was that of Maltese High Commissioner to the United Kingdom, Joseph Zammit Tabona. Various events were organised, including the hanging of Maltese flags outside the famous London store, Harrods. It is an impressive sight and will surely attract the attention of visitors.

London has always been a successful marketing spot for Malta. Over the years, there have been some good campaigns organised there and they have delivered results. But business aside, this visit will also have generated interest in Malta as a tourist destination.

The British tourist and Malta go back a long time, and for many years it was a preferred destination. Malta had it all: peace and quiet, good weather, it was cheap and everyone spoke English.

But over the years, things have changed. We still have the good weather and everyone speaks English, but we are certainly no longer a cheap destination and peace and quiet is no longer that easily found. But Malta has a lot more to offer than that, and it is only in the past decade or so that we have actually realised what potential we actually have.

For many years, the pre historic temples were left to deteriorate and they were barely marketed. Now, they are protected and form part of a visitor experience which allows tourists to learn about the ancient people who built these amazing megaliths.

Another thing we seem to have realised is that we can market our culture. Although we are a sometimes unfathomable people, we do have an appreciation for art and talent, wine and food, music and theatre, film and we love to organise a big event. If we actually tell people about them and market them to tourists, then we can only stand to gain, and such events do much to further that cause. All too often, these days, we think in digital terms; the blogosphere, websites and of course Facebook. But we forget that there are more traditional avenues of opportunity that must also be pursued. And that includes the personal experience. Nothing can make up for seeing, touching and tasting; using the senses to explore what a country has to offer.

This was a good initiative, but there have been others, though on a smaller scale, in cities such as Brussels, Berlin and Rome. Tourism continues to be one of the most important pillars of the economy and to maximise arrivals and increase quality visitors, we must be visible, accessible and attractive.