Youthful spirit

Malta is shunning its reputation as a destination solely for the older generation, and working to attract a younger, more upmarket clientele, writes Sue Bryant in Luxury Travel magazine:

Malta has managed, in recent years, to promote with success its diving, its lively festivals and its history. Now, it is focusing on the luxury market. "It is one of the areas in which we have had to do the most work," admits Chris Fenech, director, UK & Ireland, Malta Tourism Authority (MTA). "We can't compete with places such as Monte Carlo, but we are attracting, for example, Italians who don't want to pay for Sardinia's Costa Smeralda and are choosing Malta over places such as Sicily. We call it affordable luxury."..

The cultural side of life on the island has always been lively but is now attracting more attention. The annual Arts Festival from late July to mid August brings touring orchestras, opera, art exhibitions and recitals, while outdoor opera is held on a floating stage at the glamorous Portomaso development in St Julians. Malta already has a club scene, at the neon-lit Paceville area, but is developing a more upmarket appeal with venues such as Club 22 at the top of the Portomaso tower, an exclusive, over-25s lounge, and Mocha at the Radisson SAS Golden Sands.

The island has its fair share of celebrity fans - Enrique Iglesias, Maroon 5 and Bob Geldof have stayed at the Radisson SAS Golden Sands, while Bryan Adams and Jose Carerras have apent time at Le Meridien at St Julians. Sean Connery and Jacques Chirac, meanwhile, opted for the quieter surroundings of Ta' Cenc hotel in Gozo.

Malta has a serious opera-loving community, expanding daily thanks to the growing fame of Maltese tenor Joseph Calleja, tipped to be the next Pavarotti. There are also visiting ballet companies including the Bolshoi and the Kirov, plus the oldest baroque theatre in Europe, the Manoel Theatre...