1. Storytelling & Campaign Creation

  • OLIVER Ireland has been instrumental in refreshing Malta’s tourism brand, shaping the vibrant “Explore More” campaign in 2023. By moving away from clichéd visuals to authentic, activity-driven storytelling, they helped position Malta as a dynamic, year-round destination.
  • Local agency Ballotra has proven how creative content goes beyond likes. Their playful April Fool’s campaign for eCabs (featuring a fictitious Lamborghini ride category) garnered millions of views, boosted app installs by 81%, and increased bookings by 20%—all from one clever, locally tailored video. For more information please visit creative agency malta

2. Digital Innovation & Smart Tourism Tools

  • The Keen agency collaborated with the Malta Tourism Authority to launch the VisitMalta+ app, offering travelers a swipe-friendly, instant guide to exploring the islands. Their multi-channel marketing—spanning billboards, QR-coded installations, and digital ads—drove over 29,000 app downloads and achieved high engagement metrics.
  • Beyond apps, creative agencies also support immersive tech-driven tourism like AR/VR experiences for heritage sites and smart visitor management via IoT, helping Malta stay at the cutting edge of “smart tourism.”

3. Content Marketing & Localization

  • Agencies like Reach.mt play a key role in crafting tailored content for the tourism sector, from SEO-optimized articles to video stories and interactive tools such as virtual tours and quizzes. This localized, culturally rich messaging helps engage both domestic and international audiences.

4. Cultural & Creative Capacity Building

  • According to Arts Council statistics, Malta’s design sector—which includes many creative agencies—accounts for 8.1% of cultural and creative industries’ gross value added. These agencies fuel not only tourism marketing but also cultural expression and economic growth.
  • Initiatives like the Valletta Design Cluster provide workspace and support for cultural enterprises and creative collaboration—a vital infrastructure for agencies to flourish.
  • With the Creative Economy Strategy and campaigns like Malta Enterprise’s initiatives and Valletta’s 2018 Cultural Capital hub, the government is actively nurturing the creative ecosystem that underpins tourism.

5. Screen Tourism & Global Reach

  • Malta’s promotion as a filming location—supported by the Malta Film Commission—has tied creative production to tourism; over 50 international productions have filmed here, injecting more than €200 million into the economy. This enhances the islands’ visibility and appeal globally.
  • Screen tourism further amplifies interest—fans want to visit film sets, driving year-round tourism and attention to Malta’s heritage.Horeca Maltamtobservatory

6. Promoting Sustainable, Quality-Oriented Tourism

  • Strategic discourse, such as the “Rediscover” initiative, underscores Malta’s shift from mass tourism to quality and sustainability. Creative agencies play a vital role in conveying this evolution—not only through campaign visuals but also by crafting narratives that emphasize authentic, cultural experiences at each touchpoint.Times of Malta
  • Emotional storytelling and experiential branding help elevate Malta’s tourism offering, ensuring it resonates deeper and longer with visitors.

Summary

Creative agencies in Malta are the engines behind much of the tourism sector’s growth and evolution. From innovative digital campaigns and apps to immersive storytelling, cultural infrastructure, and global film production promotion, they drive:

  • Brand identity & differentiation (e.g., “Explore More”)
  • Engagement & conversion (e.g., Ballotra’s viral campaigns, Keen’s app launch)
  • Smart & experiential tourism solutions
  • Cultural and creative ecosystem growth
  • Global visibility via screen tourism
  • Sustainable, narrative-driven tourism messaging