Ryanair has sparked conversation in Malta after publishing a Facebook post in Maltese – a move that many social media users did not expect from the international airline.
The post, which read “Il-bagalji emozzjonali jiswew iżjed” (“Emotional baggage costs more”), has so far attracted more than 1,500 likes. While Ryanair’s Facebook page boasts over five million likes and 5.3 million followers globally, the choice to use Malta’s native language resonated with local audiences, generating a mix of surprise and appreciation.
Maltese is spoken by fewer than 600,000 people worldwide, and concerns about its long-term survival have been raised by academics and cultural commentators. In the business sphere, English has traditionally been the dominant marketing language in Malta, seen as more widely understood and internationally appealing.
However, as MaltaCEOs.mt has previously reported, a growing number of brands are embracing Maltese in their advertising to strengthen cultural connections and increase relatability. Local companies such as Finestral, Twistees, and PANINA have integrated the language into campaigns, packaging, and customer experiences, often reporting positive engagement from consumers.
Marketing experts say that using Maltese can help brands build authenticity and stand out in a competitive market.
A well-placed Maltese phrase can encourage social media shares, create talking points, and position a brand as in touch with local culture.
Whether this post is part of a broader Maltese-language strategy or simply a one-off experiment remains to be seen. Still, the reaction suggests that for brands operating in Malta, even a few well-chosen words in the local language can make a strong impression.
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Written By
Nicole Zammit
When she’s not writing articles at work or poetry at home, you’ll find her taking long walks in the countryside, pumping iron at the gym, caring for her farm animals, or spending quality time with family and friends. In short, she’s always on the go, drawing inspiration from the little things around her, and constantly striving to make the ordinary extraordinary.
