Malta is increasingly looking beyond traditional tourism marketing, investing instead in internationally recognised voices capable of reaching niche, high-value audiences with a genuine interest in culture and heritage.

The latest example saw the Malta Tourism Authority (MTA), through VisitMalta's Digital Unit, host internationally renowned historian, broadcaster and content creator Dan Snow for a multi-day programme culminating in a live podcast at The Phoenicia Malta.

Rather than a conventional promotional campaign, the collaboration focused on showcasing Malta's extensive historical assets through storytelling aimed at travellers seeking authentic cultural experiences.

Dan Snow, whose History Hit platform, documentaries and social media channels reach millions of history enthusiasts worldwide, explored several of Malta's most significant heritage sites, including Birgu, Fort St Angelo, Valletta, Fort St Elmo and the Grand Master's Palace. He also participated in a Heritage Malta-organised Taste History Dinner at the Inquisitor's Palace before taking part in The Story of Malta with Dan Snow, a live podcast exploring more than 9,000 years of Maltese history.

The event highlighted artefacts spanning prehistoric maritime trade, Phoenician commerce, the era of the Knights of St John, the Napoleonic period and the Second World War, positioning Malta not simply as a holiday destination but as a living historical crossroads of the Mediterranean.

Tourism Minister Jo Etienne Abela described Malta's history as "one of our greatest assets" and said collaborations with internationally recognised communicators help position the country as a destination where history is continuously brought to life for global audiences.

Meanwhile, MTA CEO Carlo Micallef said partnering with respected figures such as Dan Snow allows Malta to showcase its extraordinary heritage to millions of potential visitors whose interests align with cultural tourism.

For Malta's tourism economy, the strategy reflects a broader shift towards quality over quantity. Rather than focusing solely on visitor numbers, collaborations of this nature seek to attract travellers who typically spend more, stay longer and engage with museums, heritage attractions, guided experiences and local cultural businesses.

Dan Snow himself described Malta as "a small island with a big history", adding that it offers history enthusiasts everything from ancient civilisations to the Renaissance, the Napoleonic era and the Second World War.

"I could happily spend many days exploring its rich heritage," he said.

Heritage Malta CEO Noel Zammit said the agency remains committed to making history accessible by investing in historians, curators and cultural professionals who can present Malta's past through fresh perspectives.

Main image: Dan Snow via Instagram