TradeMalta: Creating lasting value for Malta-based businesses

Looking back at the past 10 months, what have been TradeMalta’s most significant achievements? Are there any success stories you would like to highlight?

The past 10 months have marked an important period of transition, reflection and renewed strategic focus for TradeMalta as we enter our second decade of operation.

Since assuming the role of CEO, a key priority has been to strengthen our engagement with Malta-based businesses, the diplomatic corps, and our local and international partners. This has been essential to gaining a deeper understanding of the ambitions, capabilities and evolving needs of businesses across different sectors, while identifying opportunities, market potential and the support structures available across various geographical regions.

Notwithstanding the leanness of our team, we are managing to achieve quite some significant milestones that form the foundations of the wider strategic objectives. A particularly important milestone was our business mission to the United Kingdom in May, which brought together Maltese businesses and institutional stakeholders across Liverpool, Wrexham, and Cardiff. The programme opened discussions across technology, life sciences, advanced manufacturing, and professional services, while reinforcing the value of building strong, long-term commercial relationships.

We have also continued investing in the capabilities of businesses through initiatives such as the Internationalisation Strategy Masterclass, which equips participants with the knowledge and practical tools needed to develop their international growth strategies.

Another milestone is the hosting of the European Trade Promotion Organisation in October, as well as securing the hosting of the General Assembly of Trade Promotion Europe in the coming December.

What are the main challenges Maltese businesses currently face when attempting to penetrate overseas markets, and how is TradeMalta helping them overcome these obstacles?

For businesses in Malta, international expansion presents both significant opportunities and particular challenges. Our size can limit economies of scale, while entering a new market requires investment, research, an understanding of local regulations and business practices, and the ability to build trust with potential partners and customers.

Visibility is another important consideration. A company may have an excellent product or service, but it still needs to reach the right audience and demonstrate why its offering is competitive in an unfamiliar market.

Pictured (front row, from left): Nigel Payne, President of the Consular Association in Wales, and Stephen Montefort, High Commissioner of Malta to the United Kingdom; and (second row, from left): Tania Brown, CEO of TradeMalta, and Reuben Mifsud, Honorary consul of Malta to Wales, and (third row, from left): Richard Harris, Head of Trade at Welsh Government, Carmen Walls, Senior Manager TradeMalta, together with members of the Malta–UK trade mission delegation

TradeMalta supports businesses at different stages of this journey. We provide access to market research, financial assistance for eligible international promotional activities, participation in trade missions and overseas exhibitions, and programmes designed to strengthen export capabilities. We also help facilitate connections with potential international partners.

Our role is to help businesses make informed decisions, prepare for the markets they want to enter and identify opportunities that match their capabilities. Internationalisation takes time and commitment, so our support is about helping companies build a foundation for sustainable growth rather than simply facilitating a single overseas visit.

Which international markets are currently delivering the strongest returns for Maltese exporters, and which sectors are performing particularly well?

It is difficult to identify one market as delivering the strongest returns for all Maltese exporters, because opportunities vary considerably according to the product or service offered, the company’s capabilities and its international strategy.

Services such as professional services education, life sciences are an increasingly important part of Malta’s export offering which demonstrates how local expertise can reach international clients without experiencing the more difficult challenges posed by supply chains and geopolitical circumstances.

What matters is identifying where a Maltese company has a competitive advantage and where there is genuine demand for its offering. TradeMalta encourages businesses to approach market selection strategically, using research and a clear understanding of their target customers rather than assuming that one market will suit every exporter.

Are there any emerging markets that you believe Maltese businesses should be paying closer attention to over the next few years?

We see opportunities for internationalisation emerging across the diverse sectors of the Maltese economy and an increasingly broad geographical landscape — from Europe and the UK to the Gulf, sub-Saharan Africa and the Maghreb, as well as the United States, Australasia and Southeast Asia.

Canada and South America also present growing opportunities, supported by the EU's Comprehensive Economic and Trade Agreement (CETA) with Canada and the EU–Mercosur Partnership Agreement, involving Argentina, Brazil, Paraguay and Uruguay.

These developments reinforce the importance of looking beyond traditional markets and positioning Maltese businesses to capitalise on emerging international opportunities.

However, I would caution against treating any region as a single market or assuming that an opportunity in one country will automatically translate to another. Each market has its own regulatory environment, business culture, competitive landscape and customer expectations.

The first step should always be to assess whether a market aligns with the company’s strengths and long-term objectives. Through market research, partner identification and international business engagement, TradeMalta aims to help companies make those decisions with greater confidence.

Are there any particularly interesting trade missions or international business delegations in the pipeline? Which countries and industries are you targeting, and why?

Our approach is not confined to specific sectors or geographical markets, nor does it follow a a linear path. 

Rather it is opportunity driven and responsive to market needs. By leveraging an increasingly engaging diplomatic corps and other international partners, we identify lacunae in various markets and match them with the strengths, expertise and growth potential of Maltese businesses.

Our focus is on connecting the right opportunities with the right businesses, creating meaningful partnerships and opening new avenues for sustainable international growth.

We are currently engaged in advanced discussions exploring opportunities in sub-Saharan Africa, the North of the UK and Southeast Asia. While these are areas of immediate focus, we continue to actively pursue opportunities in other markets of strategic interest, including the Gulf, North Africa and the Americas.

It is equally important to recognise that international opportunities are not generated through trade missions alone. Often, the greatest value lies in cultivating strategic relationships, leveraging networks and recognising opportunities that may not be immediately apparent.

Our role is to connect the dots by bringing together the right people, insights and opportunities to create meaningful commercial connections and tangible value for Maltese businesses.

Beyond networking and establishing contacts, how do you follow up on trade missions to ensure that introductions translate into actual contracts, partnerships and export growth?

A trade mission should not be viewed as an end in itself. Its real value lies in the long-term relationships and commercial opportunities that develop afterwards.

The groundwork begins before the mission, by understanding participating companies’ objectives, identifying relevant organisations and potential partners, and arranging meetings that are aligned with their business interests. During the programme, the focus is on meaningful engagement rather than simply maximising the number of meetings.

Follow-up is equally important. Companies need to maintain contact with prospective partners, respond to enquiries, assess commercial fit and develop proposals where there is potential. TradeMalta can facilitate connections and help businesses navigate the next steps, but the active follow up, commercial negotiations and decisions ultimately remain with the companies themselves.

We also recognise that international business development takes time. Some opportunities may lead to immediate discussions, while others require several months of relationship-building. Our aim is to create the conditions for lasting partnerships and to encourage businesses to approach internationalisation as a sustained commercial strategy.

Tell us about the Malta International Business Awards. What is their principal purpose, and why are they important for Malta’s business community?

The Malta International Business Awards recognise the ambition, innovation and achievements of Malta-based businesses that are taking their products, services and expertise beyond our shores.

Their purpose goes beyond celebrating commercial success. The Award categories are specifically intended in showcasing businesses at different stages of their international journey, providing also an inspiration to other companies to consider international expansion, explore new markets and build on their own capabilities.

Internationalisation is important not only for individual businesses but also for Malta’s wider competitiveness. Companies that develop international markets can diversify their customer base, access new opportunities and build resilience, while showcasing the quality and expertise that Malta has to offer.

The Awards celebrate these accomplishments, showcasing the breadth of Maltese enterprise and demonstrating that international success is within reach for businesses of all sizes and across diverse sectors.

Above all, they give businesses the recognition they deserve, while inspiring others to look beyond Malta and pursue their own international success.

Can you share any interesting developments regarding the upcoming edition, including new categories, participation opportunities or other initiatives?

The fourth edition of the Malta International Business Awards, MIBA 2027, introduces four categories designed to recognise businesses at different stages of their international journey: Micro and Small Exporter Excellence Award, Medium and Large Exporter Excellence Award, Emerging Exporter Award, and Export Innovation and Diversification Award.

This structure reflects the diversity of Malta’s exporting community. International success does not look the same for every business. For one company, it may mean entering its first overseas market; for another, it may involve expanding an established international presence, diversifying into new markets or developing innovative products and services for international customers.

The four category winners will also compete for the Overall Export Excellence Award.

The Malta International Business Awards are organised by TradeMalta, in collaboration with HSBC Bank Malta p.l.c. as Strategic Partner and with the participation of Grant Thornton. They are endorsed by the Ministry for Foreign and European Affairs and The Malta Chamber of Commerce, Enterprise and Industry.

Applications are open to Malta-based businesses exporting products or services internationally, and we are encouraging eligible companies to put forward their achievements. Participation to these Awards is free of charge.

Applications close on 16 November 2026, and further information and to apply visit www.TradeMalta.org/MIBA  or contact the MIBA team at  [email protected]

Looking ahead to 2027, what are TradeMalta’s principal strategic priorities, and what new initiatives can Maltese businesses expect?

Our priority for 2027 is clear: to strengthen TradeMalta's role as a strategic partner in the international growth of Malta-based businesses.

We will continue focusing on identifying new market opportunities, strengthening international networks and delivering targeted support that responds to the evolving needs of our business community.

Closer collaboration with industry, our diplomatic corps and international partners will be central to translating market intelligence and strategic relationships into tangible commercial opportunities.

We will also build on our existing initiatives, sharpening our focus on relevance, measurable impact and sustainable growth.

Our measure of success will not be the number of initiatives we undertake, but the opportunities we unlock and the lasting value we create for Malta-based businesses. That is the impact we intend to deliver in 2027 and beyond.