Joséf Bonello named Malta’s wine ambassador, boosts tourism

Monday, January 22, 2024

The Malta Tourism Association (MTA) recently made a significant move by appointing Joséf Bonello as the inaugural ambassador for promoting Maltese and Gozitan wines. Nestled in the heart of the Mediterranean, between Sicily and North Africa, the Maltese archipelago, including Gozo, will benefit from Bonello’s expertise in elevating the profile of its local wines.

Malta is home to a variety of grape types, ranging from globally recognized ones like Cabernet Sauvignon, Merlot, Syrah, Grenache, Sauvignon Blanc, Chardonnay, Carignan, Chenin Blanc, and Moscato, to native varieties such as Gellewza and Ghirghentina. These diverse vineyards contribute to the region’s unique viticultural identity.

MTA’s CEO, Carlo Micallef, acknowledged the successful attainment of Malta’s tourism recovery goals, with 2023 marking a year of unprecedented tourism success. This achievement has paved the way for the next stage of Malta’s tourism strategy, spanning from 2021 to 2030. This upcoming phase is focused on reimagining and enhancing the tourist experience, a vision outlined by Micallef.

Recognizing the powerful role of wine and gastronomy in attracting quality tourism, MTA sees these elements as key to offering memorable and sustainable tourism experiences. These aspects are especially appealing to visitors seeking unique, high-quality experiences who are willing to invest in premium offerings.

MTA is confident that Bonello’s deep-rooted expertise and long-standing experience in the wine sector will play a crucial role in developing this aspect of Malta’s tourism. The goal is to craft an unforgettable journey for visitors while simultaneously positioning Malta and Gozo as distinguished players on the global wine map. This initiative is expected to significantly elevate the islands’ tourism appeal.

Bonello, who has been a prominent figure in Malta’s wine industry for over three decades, is set to use his new ambassadorial role to raise awareness and appreciation for Maltese wines both within the country and on an international scale. His efforts are anticipated to draw wine aficionados and experts to Malta and Gozo, thereby enhancing the islands’ tourism offerings and overall appeal.

In essence, Bonello’s appointment as the wine ambassador is not just a step towards promoting Malta’s rich viticulture but is also strategically aligned with MTA’s broader objective of enriching the tourism landscape by integrating unique, high-quality experiences like wine tourism.

[Image Source: Times of Malta]

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