The Malta Tourism Authority (MTA) and the National Book Council (NBC) are proud to announce a new strategic partnership through the launch of ‘Authentic Malta’, a joint initiative that positions Maltese literature as a gateway to the islands’ unique cultural heritage and identity.
Formalised through a Memorandum of Understanding signed earlier this year, the collaboration promotes books written and published in Malta as part of the country’s cultural tourism. It offers visitors a deeper, more personal connection to the islands through stories that reflect Malta’s history, identity, and creative talent.
The initiative is built on three core pillars: promoting Maltese literature abroad, strengthening the international presence of Maltese books, and fostering cultural tourism.
By weaving storytelling into the tourism experience, ‘Authentic Malta’ aims to enrich visitors’ understanding of the islands while giving due recognition to the Maltese publishing industry and local authors.
‘Authentic Malta’ made its official debut at the London Book Fair in March 2025, where the NBC’s stand featured the brand prominently, with eye-catching stickers on selected titles, and a strong visual identity. The launch was further honoured by a visit from the High Commissioner of Malta to the United Kingdom, Prof. Stephen Montefort.
Looking ahead, ‘Authentic Malta’ will be present at major international fairs and cultural events attended by both MTA and NBC. It will also be promoted through Malta’s embassies worldwide, helping to showcase Maltese culture and connect with Maltese communities abroad.
At a time when reading is often described as a form of travel, ‘Authentic Malta’ bridges the real and the imagined. It invites readers to discover Malta before they arrive, enrich their journey while here, and continue exploring long after they return home.
This partnership marks a shared commitment by NBC and MTA to highlight the richness of Maltese culture, integrate literature into the tourism offering, support the local publishing industry, and give Maltese writers the visibility they deserve.
