WTM Latin America: John Aquilina, Malta's ambassador to Brazil, and the strategy to expand tourism flow between the countries

The opening of Malta's first embassy in Brazil marks a shift in the European country's international strategy, focusing on market diversification and strengthening relationships outside its traditional axis. This assessment comes from John Aquilina, Malta's ambassador to Brazil, who points to tourism as one of the main gateways to this closer relationship.

The 13th edition of WTM Latin America took place from April 14th to 17th at Expo Center Norte in São Paulo, the capital of São Paulo state. The event has served as a platform for countries to increase their visibility and establish commercial connections, including destinations that are less traditional for the Brazilian public.

According to Aquilina, the decision to establish a diplomatic representation in Brazil, formalized in 2022, reflects a repositioning of Malta's foreign policy. Historically focused on Europe and North Africa, the country has, in the last decade, sought a greater presence in distant markets, such as Latin America and Asia.

The diplomat states that the process goes beyond the physical structure of the embassy and involves the creation of political ties and economic opportunities. In this context, tourism emerges as a sector with lower barriers to entry, as it depends more on consumer perception and interest than on large initial logistical investments.

Malta received approximately 4 million tourists last year, a number considered high in relation to its population of approximately 500,000 inhabitants. The ambassador uses this comparison with Brazil, which received around 9 million international visitors in the same period, to illustrate the potential for proportional growth of the European destination.

The current strategy includes increasing Brazilian public awareness of Malta, which is still not widely known in the country. According to Aquilina, participation in trade fairs such as WTM Latin America and sending representatives from the tourism sector are part of this positioning effort.

Brazilian interest in the destination is concentrated among different profiles. Young people seek experiences linked to the Mediterranean climate and lifestyle, while another relevant segment is associated with educational exchange, especially English courses. Malta has English as one of its official languages, which supports the supply of schools aimed at foreign students.

The absence of visa requirements for stays of up to three months is also cited as a factor that facilitates the initial flow of Brazilian visitors. Some of these visitors later return with study or work visas, increasing the presence of Brazilians in the country.

The expansion of Malta's operations in Brazil is occurring alongside commercial and institutional initiatives, including international events organized by Maltese companies in the country. According to the ambassador, the challenge now is to consolidate this presence and transform visibility into a continuous flow of visitors and business.

According to him, the trend is for a gradual increase in the share of long-distance markets in Maltese tourism, as the country diversifies its visitor base and reduces its dependence on traditional regions.

Reporting and photo: Mary de Aquino.