On Tuesday (today), the Malta Tourism Authority (MTA) announced the appointment of Joséf Bonello as the first ambassador for the promotion of the wines of Malta and Gozo.

In this role, Mr Bonello will raise the profile and knowledge of Maltese wines, both locally and more importantly internationally.

The MTA stated that it is confident that “Mr Bonello will succeed in his mission to establish a brand identity for the Maltese islands’ wines and also Mediterranean wines through his great experience and love of the wine sector.”

Mr Bonello’s experience in the wine industry commenced more than 30 years ago when a local winery presented him with the opportunity to market its range of Maltese wines. Throughout his career, he gained further experience with local winemakers and wine importers, which asked him to represent wines from around the world.

In the meantime, the Wine and Spirit Education Trust provided him with the academic foundations “that fuelled his infectious enthusiasm for wine.”

The MTA explained that over the past 40 years, the Maltese wine scene has experienced “a tremendous growth” as more wine drinkers appreciated local wine for its quality and understanding how important it is to Maltese culture, agriculture, and as a local tourism product.

“Quality tourism is often the result of travellers seeking meaningful and unique experiences at their destination. The combination of wine and gastronomy is a niche that appeals to a wide audience and fortunately the Maltese Islands have an exciting story to tell in this niche,” the authority continued.

Carlo Micallef, MTA’s Chief Financial Officer, remarked that after achieving the goals of the recovery phase for Malta’s tourism industry, with a record tourism performance in 2023, “MTA has now moved into the second phase of the 2021 -2030 tourism strategy.”

Now, he added, the second phase calls for the rethinking of the tourism experience that the islands are to offer to prospective visitors.

“I strongly believe that Mr Bonello’s extensive knowledge and experience in the wine industry will help us develop this tourism product in cooperation with Malta and Gozo’s wine industry,” Mr Micallef stated.

Ultimately, Mr Micallef said, the authority’s objective is to provide guests with an unforgettable experience and at the same time establish Malta and Gozo on the international wine scene.