FinanceMalta Announces New Approach to Promotional Strategy

FinanceMalta has signalled a significant shift in how it will promote Malta as an international financial centre, with Chief Strategy Officer Dr Bernice Buttigieg outlining the organisation's new direction at its first members' meeting of the year. 

Speaking at the Phoenicia Hotel, Dr Buttigieg announced that FinanceMalta will move away from broad international exposure in favour of a more targeted, quality-focused promotional strategy, one designed to deliver measurable outcomes rather than simply maximising visibility. The announcement amplifies a theme that has been gaining momentum within the organisation, echoing the ethos of its recent annual conference, Quality over Quantity. 

“FinanceMalta will place greater emphasis on equipping members and associations with the tools needed to promote Malta effectively in priority markets,” Dr Buttigieg said. “Resources will be redirected to initiatives designed to deliver higher-quality results.” 

Central to the new approach is an increased use of targeted familiarisation visits. Short, structured programmes that give investors, companies, and key decision-makers direct exposure to Malta's financial services ecosystem, including engagement with regulators and other stakeholders. 

Geographically, the United Kingdom, Switzerland, and other European jurisdictions will remain core focus areas given their proximity and established ties to Malta's financial sector. Engagement with the Gulf region and Singapore will continue, while the United States has been identified as a market for selective exploration, following consultations with the Board, the Malta Financial Services Authority (MFSA), and other key stakeholders. 

FinanceMalta Chairman George Vella also addressed members, urging collective effort across the sector. “Malta's long-term credibility depends not only on FinanceMalta's work but also on the collaboration of all stakeholders to maintain a top-level quality of service,” he said. 

Dr Buttigieg also highlighted ongoing research initiatives under the Malta Financial Services Advisory Council (MFSAC), including a capital markets benchmarking study and an upcoming HR trends analysis intended to inform Malta's Vision 2050 workforce planning.