Marketing Malta to Scandinavian tourists through “Malta – All Inclusive”

/ Monday, December 16th, 2013 /

by Jean Pierre Borg

Malta has for the past 89 years played host to countless productions. Film crews are a common sight around the Maltese Islands, where the wide variety of natural locations, historical settings or even the urban spaces often become a hive of film-related activity.

Troy (2004), Agora (2009) and WWZ (2013) are just some of the major films which were partly shot in Malta with the help of local Government incentives. However in recent years, additional incentives aimed at Malta being used as Malta have been introduced by both the Malta Film Commission and the Malta Tourism Authority.

Danish production

In the past months, one production which received the support of the Malta Film Commission and the Malta Tourism Authority was a Danish film with the title ‘Malta – All Inclusive’. Originally intended to be shot in Mallorca, Spain, the script was changed following a three-day location scout, which was held here last year.

The film is about a mother and her two daughters who travel to Malta for her 60th birthday. The trip is full of expectations, old family patterns, jealousy, lies, love and funny mishaps, as the mother falls for a local man.

“Malta is actually a film set. You can shoot wherever you go, wherever you look.”

In comments given to the Times of Malta, Oscar winning producer Mie Andreasen claimed that, “A lot of Scandinavians come to southern Europe for their vacation so we looked at Spain, Croatia and Malta, among other countries, but when I came to Malta everything fell in place: the location, production facilities and financial incentives”.

During a visit to the set, the Maltese Minister for Tourism Karmenu Vella described this film as an excellent opportunity for Malta. Minister Vella emphasized that ‘Malta – All Inclusive’ will be an excellent vehicle to promote all that Malta has to offer to Danish viewers as well as viewers in the other countries where the film will be shown. Even the Film poster itself with the title specifically mentioning Malta will be enough to raise more awareness about our island’s assets.

“We landed in Malta mainly thanks to the Malta Film Commission, Falkun Films and the Malta Tourism Authority. Together with all the great locations, they made it possible for us to put everything together to shoot the film here,” Andreasen said. “Compared with the bluish and greyish Danish backdrops, Malta is eye-candy. The limestone and blue sea colours give the shots a pleasant lolk. Malta is actually a film set. You can shoot wherever you go, wherever you look.”

The movie, by the production company Happy Ending Films, is written by Mette Heeno and directed by Hella Joof, both well-known women in Denmark. The 95-minute production benefits from government incentives offered by the Malta Film Commission, and it is supported by the Malta Tourism Authority, the Tourism Ministry, Air Malta and the Radisson Blu Hotel.

1. Credit - Mark Cassar and Falkun Films
Photo credit: Mark Cassar and Falkun Films.
A Maltese horse drawn carriage known as karozzin serves to give the film an authentic Maltese feel.

2. Credit - Jean Pierre Borg

Photo credit: Jean Pierre Borg
A press conference held to promote the Maltese Government’s initiatives at screen tourism. Left to right: Stella Vella (Malta Tourism Authority), Josef Formosa Gauci (Chief Executive Officer of the Malta Tourism Authority), Silvio Scerri, (Chief of Staff at the Ministry responsible for the film industry), Tourism Minister Karmenu Vella, Pierre Ellul (Director of Falkun Films), Danish film producer Mie Andreasen and Malta Film Commissioner Peter Busuttil.