The exploding online world has done wonders for Malta’s tourism industry. In the 1960’s the first ‘proper’ hotel was built in Malta and is still operating today, the Corinthia Palace in Attard. Successive governments over the years continued to build what, at the time, was a budding industry. Tourism created jobs and jobs translated into money, for citizens and state alike. It was not easy, Malta had just obtained independence, and was still rebuilding after the carnage of WWII. Under Dom Mintoff’s stewardship, Air Malta was born in 1973. Malta could finally tap into any market that it wanted.

As the 80’s came, the industry really started to flourish and did also contribute somewhat to Malta’s uglification as flats, apartments and hotels sprung up left right and centre. In the 90’s, the industry continued to grow, but it only truly exploded post millennium.

In the last five to ten years, we have seen unparalleled growth in the tourism sector, which was pushed by the decision to allow low cost carriers into the country, as well as the burgeoning cruise liner sector.

Every year, we have seen record arrivals... record after record is smashed. Is it down to Malta being cool? Is it the weather? Is it our history and natural beauty? Or is it better marketing and better services offered to the tourist? In reality, it is a combination of everything. But there is one more factor that is very evident. Social media and the internet have given Malta exposure that it never had before and one of the most important things – word of mouth – is how internet recommendations work.

Aside from sites like Tripadvisor, many people are becoming prolific in their writings about their travels. What used to be Joan and Harry telling the neighbours that they love Malta has become a landscape where hundreds of people write blogs or upload photos onto social media to show where they have been.

This does not mean that we can afford to cut out all advertising – not at all. It is very important to keep the tour operators involved. But for the hundreds of thousands of people who travel on their own steam, the internet is the place to go.

Malta has become very aware of trends, we are capitalising on the traditional winter shoulder months, tying in events with the good weather and decent prices to attract people here. In fact, this January and February saw marked increases in arrivals over the previous year. We do have a unique blend of attractions. But we cannot afford to rest on our laurels. We were once a fun in the sun fish and chip destination, but we have evolved into a very complex travel destination that offers unique food, sun, diving, spectacular architecture, musical events, theatre, wine events and so much more. In order to stay at the top of the pile (we are there and we must believe that we are a top drawer destination), we must give good value for money. We must offer and experience. We must offer something different, that cut above the rest. We must be that destination that people rave about and yearn to come back to. We are almost there, we just need to keep improving.