Since joining FinanceMalta last June, as Senior Manager for Business Development, George Micallef has already left his mark on the agency’s marketing and outreach efforts. His background in business administration, with a focus on marketing, provides him with a unique blend of creativity and strategic thinking, solidly rooted in the financial sector.
George’s career began in banking, where he gained valuable experience working for a global institution. His exposure to the financial world allowed him to develop a strategic mindset—one that he now applies to promoting Malta as a leading financial hub. Armed with a Master’s degree in Marketing, and additional experience in social media marketing and online communications with a leading local IT company, George understands how marketing is the art of creating a message that cuts through the noise, and resonates with the intended audience.
“Marketing isn’t just about promotion - in today’s overly busy communications arena you must be creative to engage and entertain while staying ethical and professional,” George asserts.
At FinanceMalta, George drives the agency’s initiative to enhance the country’s visibility on the global stage by promoting Malta through local and international events, building strong connections between stakeholders, and ensuring that Malta remains on the radar for global investors. Asked what in his view makes Malta such an attractive proposition for businesses, George is quick to shed light on the factors that make Malta such a prime destination for financial services.
“Firstly, Malta enjoys a strong yet flexible regulatory framework which we have fine-tuned and perfected over the years. While providing the stability expected in such an environment, our regulatory framework allows companies a very competitive landscape in which to thrive, within expected international standards.”
“Malta boasts a decidedly pro-business environment, with both Government as well as regulatory bodies going out of their way to understand and facilitate businesses towards growth,” he continues. This is highly appreciated, and goes hand in hand with a host of tangible benefits available to investors.
“Firstly, by opening shop in Malta, a business is essentially accessing the entire free market of the European Union as well as a myriad of global markets through Malta’s excellent business relations and vast network of double taxation agreements around the world. Added to that, Malta offers a highly competitive taxation system, which makes it extremely advantageous for businesses to consider to domicile here. Malta is also competitive in terms of operational costs when compared to much larger jurisdictions,” George adds.
“Businesses also quickly realise that Malta offers a highly skilled, multilingual workforce, which is crucial for businesses looking at doing business on the international stage. Our 300 days of sunshine and pleasant Mediterranean lifestyle never go unnoticed, often serving to sweeten the deal,” George remarks.
FinanceMalta takes on an active guiding role helping businesses to set up shop in Malta. “We don’t just bring companies here and leave them to figure things out by themselves. We make sure to provide them with the continuous support required to help them get it right the first time, so they can hit the ground running.”
In fact, FinanceMalta supports businesses with comprehensive support, acting as a bridge that connects businesses with local partners and opportunities, all the while ensuring ongoing networking and visibility.
One way of building this network of businesses, both local and international is through a solid programme of events and conferences that FinanceMalta takes an active role in, to varying degrees.
“FinanceMalta is involved in some 50 events annually, both locally and internationally. The only time we slow down is in August,” George reflects. “These events cover all aspects of the financial services sector, including banking, insurance, investment funds, fintech, and venture capital.”
In fact, George and his colleagues are already busy preparing for the next series of events, which are guaranteed to provide FinanceMalta members with the perfect opportunity to network and grow.
“This May, we will be participating in Seamless Dubai which is a conference that focuses on banking, e-commerce, and digital payments. Also in May, in Budapest, we will be taking part in 0100, a key event for private equity and venture capital, while in Manchester we will participate in BIBA - a top insurance industry gathering. Then in June, we will be participating in Money 20/20, a leading fintech event, and in July, business will take us to London for the world-renowned City Week London which brings together global financial leaders,” George explains.
Locally, FinanceMalta’s flagship Annual Conference attracts hundreds of industry professionals and is a platform for dialogue and networking.
“We are extremely happy with our own conference which this year is set to take place on 19th and 20th November. The conference has been growing from strength to strength over the years. Last year, we registered no less than 700 attendees, while attracting some 30 sponsors who believed in our mission,” George notes.
That is not to mention a complete programme of targeted events that FinanceMalta organises to address and discuss specific issues that businesses would be facing, such as opening bank accounts. “With the participation of experts and stakeholders from all the spectrum of the given topic, these events help us understand issues from all perspectives,” he notes.
Looking ahead, George is very clear about his priorities at FinanceMalta for the upcoming 12 months. “We must continue building on the strengths we have created thus far, increasing Malta’s international visibility, and strengthening the country’s reputation as a serious and competitive financial hub. Concurrently, we shall continue to expand our members base, bringing in new expertise and resources to enhance FinanceMalta’s network and knowledge-sharing capabilities. Finally, we will continue to drive digital transformation and innovation, moving beyond discussions and into concrete action,” he says.
With its strategic programme of initiatives and dynamic marketing approach, FinanceMalta is well positioned to leverage Malta’s unique offering, and continue positioning the island as a premier destination in the financial services industry. “We are here for business, and we want the world to know it,” George concludes.
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