With the help of an AI-controlled creature that goes by the name of Marija, Malta wants to attract additional tourists. The bot will be used by VisitMalta online and in the future also on a mobile application and will be available in several languages.

"Marija" was put into operation about a Monday ago and should continue to be fed with information and learn from it. Vacationers should be able to interact with the bot and get answers to questions in real time. The programming also provides that one or the other joke can be made.

Marija is a blend of art and science that emerges through a meticulous, creative process. VisitMalta, in collaboration with Reimagine AI, created hundreds of 2D models, which were then reduced to a single image. This image was then brought to life in 3D to make Marija look like a typical Maltese woman, with qualities and traits associated with the Mediterranean region. The language was also crucial for the development process. A special lexicon has been developed to take into account the pronunciation of Maltese words and the peculiarities of vocabulary that characterize a typical Maltese conversation. The neural synthesized voice of Marija, who speaks English with a Maltese accent, is based on the voice of a Maltese content creator who recorded many hours of dialogue. This voice now lives on independently of the original recordings and can vocalize any new information that Marija needs to learn and say in the future.

“Integrating technology into Maltese tourism is the way forward in this age of acceleration. What was once known as a barren rock in the middle of the Mediterranean is now not only one of Europe's frontrunners in terms of economic growth, but is also on the way to becoming a digital bastion on the international stage. Our confident demeanor, steadfastness and ability to forge alliances during these difficult times will help Malta continue to lead in the digital world,” said Minister for Tourism and Consumer Affairs Clayton Bartolo.