FinanceMalta signals ‘new approach’ to promotional strategy

FinanceMalta plans to adopt a more targeted, quality-focused promotional strategy in 2026, redirecting resources towards local initiatives and targeted familiarisation visits, Chief Strategy Officer Dr Bernice Buttigieg announced.

Speaking at FinanceMalta’s first members’ meeting of the year at the Phoenicia Hotel, Dr Buttigieg said the new approach represents a shift from broad international exposure to deeper, more focused engagement aimed at delivering measurable outcomes.

“FinanceMalta will place greater emphasis on equipping members and associations with the tools needed to promote Malta effectively in priority markets. Resources will be redirected to initiatives designed to deliver higher-quality results, in line with the theme of our recent annual conference, Quality over Quantity,” Dr Buttigieg said.

FinanceMalta Chairman George Vella also addressed the meeting, thanking members for their support and urging them to strengthen their own marketing efforts. “Malta’s long-term credibility depends not only on FinanceMalta’s work but also on the collective collaboration of all stakeholders to maintain a top-level quality of service,” he said.

Among the forthcoming initiatives, FinanceMalta will increase the use of targeted familiarisation visits as short, structured programmes giving investors, companies, and key decision-makers direct exposure to Malta’s financial services ecosystem, including engagement with regulators and other stakeholders.

“Geographically, the United Kingdom, Switzerland, and other European jurisdictions remain core markets due to their proximity and strong links to Malta’s financial services sector. And while engagement with the Gulf and Singapore will continue, FinanceMalta will also selectively explore opportunities in the United States, following consultations with the Board, the Malta Financial Services Authority, the Malta Financial Services Advisory Council, associations, and members,” added Dr Buttigieg.

Dr Buttigieg also highlighted ongoing work within the MFSAC, including a capital markets benchmarking study by Simmons & Simmons and an upcoming HR trends analysis by the University of Malta. The latter is expected to inform Malta’s Vision 2050 in addressing workforce challenges.

“Our focus remains on delivering higher-quality, measurable outcomes, reinforcing Malta’s credibility as a leading international financial centre,” concluded Dr Buttigieg.