Benefiting from exposure abroad

by David Kelleher

There is still a mistaken belief in Malta that we are still the fior del Mondo (flower of the world). Simply because we have been mentioned in history books over and over again, many have the impression that we are known to everyone all over the globe.

Unfortunately, this is far from the truth, as any Maltese traveller will confirm. This "everyone-knows-us" feeling has, in the past, proved detrimental to Malta because governments and industry alike did not believe so much in "advertising" the country.

This issue also becomes a political issue when the government plans to take part in an overseas exhibition or fair. The opposition, more often than not, questions the amount being spent on something that has no immediate financial return.

Criticism in the local media regarding Malta's participation at the World Expo 2000 in Hannover, Germany, has had its effect on local industry - both private and parastatal - with many thinking twice about giving their support.

"Taking part in such an exhibition is a terrific occasion for Malta. The country deserves to be better known and Malta can benefit - in the long term - from a whole range of benefits," Alex Cesareo, deputy Commissioner General of the Malta section in Hannover, told The Malta Business Weekly.

"The Expo serves to give Malta much needed exposure on a global basis. I feel that some of the criticism levelled at Malta's participation was unjustified and was mostly a case of nit-picking," Mr Cesareo said.

The theme chosen for this year's Expo is the environment and sustainability and this is one reason why Malta's participation was criticised.

"The situation in Malta is, admittedly, not perfect. The environment has its fair share of problems. But other countries as well have the same problems as we do, if not more serious. Every country has skeleton's in its own cupboard. We are not different, but if everyone used the same reasoning the Expo would not be held," Mr Cesareo said.

The Maltese pavilion was also criticised because "it was not reusable".

"This is not the case. We do not have the resources that other larger countries have, however this does not mean that our stand will not be reused. All the material used will be brought back to Malta and this will be used in other projects. There are various possibilities but no decision has, as yet, been taken," he explained.

There are also many business executives and Maltese who believe that the World Expo is a trade fair, yet this is not the case.

"The Expo is not a trade fair. It is a gathering of countries to pay tribute to or celebrate a particular theme and that lasts for five months. For example in Seville in 1992, the theme was discovery. This time around, it is the environment and sustainability," Mr Cesareo said.

Each nation taking part is required to adapt its pavilion according to the overall framework of the exhibition. The themes are wide-ranging and every country tries to create the most imaginative pavilion possible.

"The Expo is a huge crowd-puller and million of visitors attend. There are over 180 countries taking part and this gives Malta a great opportunity to make itself known - and its services - to so many people.

"Malta is small and not known. Metco feels that the island should not only be known for as a tourist destination but also as an island that can deliver goods and services. That is why we are taking part. Also the level of media attention is enormous and spread over five months. This is the publicity we need," Mr Cesareo told The Malta Business Weekly.

He added that Malta had a terrific pavilion which had been attracting the largest number of visitors overall in the hall for Small countries of Europe.

Malta's pavilion has been designed to attract a wide cross section of visitors and provides a very detailed history of the island and what it has to offer. The pavilion is oval in shape with three circular sections inside.

The first is dedicated to Malta's past history and takes the form of the hypogeum. There are only pictures and the presentation takes an average of five minutes.

"The main area focuses on life in Malta today and the presentation lasts for about eight minutes. It depicts the life of every day Maltese as they work, play and entertain themselves. There is also a seating area for those who want to rest before continuing," Mr Cesareo said.

The third section is a futuristic view of life in Malta and its people's aspirations. "It focuses on the high tech industries and those areas of industry that will not harm the environment," he explained.

The pavilion has been designed with people in mind and to attract possible customers. Although direct advertising is prohibited, pamphlets can be distributed. There is also a fully-equipped conference room for meetings.

"The site is on two levels. The area upstairs is nearly as large as that below and it focuses on particular themes such as maritime history, the presence of the Knights in Malta and the island's prehistory," Mr Cesareo said.

On 16 September, the Maltese pavilion will be celebrating its National Day. "We did not choose 21 September because no one would have attended. The Prime Minister has confirmed his attendance and a concert with Miriam Gauci singing will be held in the evening. The orchestra will be directed by Michael Laus," Mr Cesareo said.

"However, this is not the only activity being organised. We have a number of art exhibitions throughout the summer and these will change every two or three weeks," he added.