Branding a nation-state after half a century of independence : the case of Malta

Abstract

This chapter will explore through the socio-historical and anthropological lens how the Maltese islands, 50 years after their independence are being branded for tourism purposes. It will focus on the two main markets for Malta which are those of Britain and Italy but will go beyond. It will explore to what extent the national texts and imagery used in the local tourism industry are leached from Britain, its ex-coloniser’s culture, and from Italy, its influential and culturally-close neighbour.

In contemporary Malta, the locals live out a dual reality based on the old political and cultural divisions: seen in their language, politics, economy and food. They have, however, also moved on and caught up with the realities of the world beyond bipolarity as globalisation has shaken past practices and triggered the Maltese to reassess themselves and their island destination.