Malta: the land of sun, sea and… history. Thousands of tourists make their way to these small islands every year in search of these three things – and so much more. But, while we’re all well aware of today’s marketing machine, which pumps out images on big and small screens, brochures and guide books, what about those pictures promoting Malta, and its tourist industry in the past? What did they look like? We take a look at a selection!

1. “Your holiday has begun the moment you step on board”

It’s difficult to imagine that there was a time when Malta didn't have a national airline! The company, which flies the flag for the islands internationally, started flights on 1st April 1974, and adverts from the time highlight the personal experience which awaited passengers on board one of their air craft.

This first magazine ad from the 1970s describes “the friendly Maltese service” which “makes you feel your holiday has begun the moment you step on board”, before outlining all the practical details you might need, should you wish to book. 

Images released at the time even shine a spotlight on the very first stewardesses who accompanied passengers to and from Malta, making their journey as comfortable as possible 33,000 feet in the air. 

2. “Malta, the artistic island”

Way before Valletta Capital of Culture 2018 was even a twinkle in anyone’s eye, Malta was already being marketed as an island of art, as can be seen from this advertisement from a French trade magazine in 1991. 

The article goes on to break down what this means, and describes Malta as being an island of the sacred, of museums, theatre, and short courses in English – the latter having become a major tourist industry on the island, attracting hundreds of thousands of students over the years. The article ends with two descriptions of Malta, placed at the bottom, almost like a full-stop, a settled discussion, as if there was absolutely no need to say anymore. Malta, as an island for all seasons and “l’île abordable” – the affordable island.

3. “A home away from home”

For better or for worse, Malta always had a tendency to look further north to Britain, like a young boy looks up to his older, more mature brother, to set an example on how to behave, what to think, and what to do. And while we are still in the process of shedding the vestiges of such a colonial attitude, our tourism market has, inevitably, taken much from that relationship. For many years, Britain has been the biggest market, and, just 27 years after independence, Malta was being advertised as a “home away from home”, where the locals “speak your language”, as can be seen from copy published in The Mail on Sunday in 1991.

Malta is called “the George Cross island”, highlighting the bonds of history and culture between the two islands; the article goes on to point out that you can even enjoy “traditional English tea every afternoon”. And, back then, they made it a point to highlight “the water is clean and safe” and “the food and nightlife serve every age and every taste”. Sample advertising used in the UK continues to underline the fun factor on the Maltese islands, with titles such as “in June all Malta is a festa”, and “summer is a celebration in Malta”. 

These no doubt referring to the legion of religious feasts still happening over the summer, but there’s an added benefit for those who want to visit the islands: “a free sterling silver Maltese cross”!

And these are just a small selection! Do you have any images – or thoughts – you’d like to share?