Imagine sun-drenched limestone cliffs doubling as ancient Rome, crystal-clear waters standing in for mythical seas, and narrow cobblestone streets transforming into almost any European city through the ages. For over a century, Malta has been Hollywood’s secret weapon. Providing a chameleon-like backdrop for blockbusters ranging from “Gladiator” to “Game of Thrones“. Now, as Eurovision’s spotlight swings towards this Mediterranean gem.
Could this musical moment be the catalyst that propels Malta from a supporting role to centre stage? With a rich tapestry of film history, a passionate Eurovision legacy, and dreams of hosting the continent’s biggest musical extravaganza, Malta stands on the brink of a cultural, and economic, opportunity. As the island sets its sights on the Eurovision crown, it must navigate a complex web of challenges and opportunities that could reshape its future on the global stage.
Join us as we explore how a controversial song could become the overture to Malta’s most ambitious performance yet—one that extends far beyond the Eurovision stage and into the heart of its national identity.
Malta Eurovision 2025 has captured international attention as Miriana Conte’s original entry, “Kant,” was renamed “Serving” following a ruling by the European Broadcasting Union. The change has sparked debate across the music scene, with fans and critics alike questioning how this revamped song will fare in Basel. As Malta’s hopes rest on this new version, all eyes are on whether “Serving” can make a mark at the Eurovision Song Contest finals this May.
Malta Eurovision 2025: Miriana Conte’s “Kant” Sparks Debate
A catchy tune that will definitely get the Eurovision crowd singing and dancing along, “Kant” sparked controversy as soon as it was heard by the public. The debate intensifying during the selection process and becoming widespread once it became Malta’s official pick. The issue is its provocative title and lyrics. While “kant” means “singing” in Maltese, the pronunciation makes sound very similar to a pretty offensive English word. The phrase “serving kant,” which features prominently in the song, and is a well known catchphrase of RuPaul, super model of the world, is a clever wordplay that makes it difficult for some to believe Mariana is actually singing about singing.
The phrase is synonymous with the confident, bold, and fierce attitude embodied in drag culture. On RuPaul’s Drag Race the phrase was cleverly rebranded as the acronym “C.U.N.T.”, standing for “Charisma, Uniqueness, Nerve, and Talent”. This connection to drag culture adds an interesting layer to the discussion of Malta’s Eurovision entry, highlighting how LGBTQ+ terminology has permeated mainstream pop culture. Is it also a clever play to garner some core support in the public vote?
Once “Kant” became the official Maltese entry for Eurovision. BBC Radio 2 host, and Eurovision presenter for the UK, Scott Mills highlighted the potential issues almost immediately, stating, “We can’t talk about Malta’s one at all; we definitely can’t play a clip of it, ever, on the BBC”. This sentiment was echoed by other UK media personalities, with Cork’s 96fm radio hosts reacting with surprise and amusement to the song’s lyrics.
The controversy extends beyond the UK, with questions being raised about whether the song can be broadcast in some countries and if it will face censorship. Although Miniana has said that the European Broadcasting Union has approved the song in its current form, it is still unclear if country broadcasters will take a different stance. Addressing the controversy head on, she explained, “Controversial song? Maybe. Bold outfit? Possibly. But we did it”. She maintains that the song’s message is deeper than its provocative title, explaining that it’s about feeling free through singing and encouraging people, especially those with ADHD like herself, to take control of their lives.
The media frenzy has certainly not harmed the song’s popularity, with it quickly reaching number one on YouTube trending. It’s also been predicted to become a trending sound on TikTok as the competition get’s closer and many think that it might be Malta’s first ever winning entry. This surge in popularity and potential for victory marks a significant moment in Malta’s long and passionate relationship with Eurovision, a journey that began over five decades ago.
Malta’s Eurovision Journey: A Tale of Persistence and Near-Misses
Malta first stepped onto the Eurovision stage in 1971, marking the beginning of a rollercoaster ride filled with highs and lows. From humble beginnings to near-misses and recent challenges, Malta’s Eurovision story is one of unwavering determination and national pride. As “Kant” generates unprecedented buzz, it’s worth looking back at the island nation’s Eurovision legacy to understand just how momentous a potential victory would be.
Key Milestones in Malta’s Eurovision History
1971: Malta makes its Eurovision debut.
1975-1991: Malta takes a 16-year hiatus from the contest.
1991: Malta returns to Eurovision, kickstarting a more successful era.
1992-2005: Malta achieves 12 top 10 finishes in 15 years, showcasing remarkable consistency.
2002: Ira Losco’s “7th Wonder” secures second place, Malta’s joint-best result.
2005: Chiara’s “Angel” also finishes second, equaling Malta’s best performance.
Notable Achievements
Malta holds a unique distinction in Eurovision history: it is the only non-winning country to have achieved four top three results. These impressive finishes include:
Third place in 1992 with Mary Spiteri’s “Little Child“
Third place in 1998 with Chiara’s “The One That I Love“
Second place in 2002 with Ira Losco’s “7th Wonder“
Second place in 2005 with “Chiara’s Angel“
Since 2006, Malta has struggled to make a significant impact in the contest, with only two top 10 results in recent years. Even more recently, it has been eliminated at the semi-final stage for three consecutive years. While it’s difficult to pin point the exact reason behind this, some have criticised the song selection process for not always choosing songs that resonate with the broader European audience. While others argue that Malta’s entries have not effectively captured current musical trends. As one commentator noted, “The reason Malta does so badly at the ESC is because it never captures the zeitgeist of the times”.
The Eurovision-Film Connection: A Spotlight on Malta’s Cultural Industries
With the controversy surrounding Miriana Conte’s “Kant“, and a possible win on the cards. There are potential benefits to both the country’s tourism and film industries. This increased attention could raise awareness of Malta and Gozo as filming locations, attracting more productions to the islands and boosting film tourism.
During the Malta Eurovision Song Contest 2025, viewers were treated to a series of video postcards celebrating 100 years of filmmaking in the country. These clips featured renowned productions such as “Clash of the Titans,” “Gladiator II,” and “Troy,” highlighted Malta’s significance as a filming location for major international productions. This clever integration not only introduced the competing artists but also served as a reminder of Malta’s rich cinematic history.
Malta’s diverse landscapes and historical architecture have made it a favourite among filmmakers. The islands have doubled for ancient Rome in “Gladiator,” a mythical island in “Eric the Viking,” and various locations in “Game of Thrones.“. There has also been a recent uptick in UK TV productions like “The Wives” and “The Good Ship Murder” filming entire seasons on the Maltese Islands. While Malta’s main island often takes centre stage, the smaller island of Gozo has also become a popular filming destination. The popular British TV series “The Madame Blanc Mysteries“, chose Gozo to stand in for the south of France and has injected millions into the local economy. This showcases how film production can significantly impact even the smaller parts of the Maltese archipelago.
As Malta’s Eurovision journey continues, the synergy between its musical ambitions and cinematic legacy becomes increasingly apparent. Both industries offer the country opportunities for international recognition and economic growth, showcasing Malta’s ability to punch above its weight on the global cultural stage.
Malta’s Eurovision Dream: Challenges and Opportunities
As Malta’s 2025 Eurovision entry generates buzz, it’s worth considering the potential impact of a Maltese victory. While hosting Eurovision would present significant challenges for the small island nation, it could also offer tremendous benefits, particularly for its tourism industry.
However, if Malta were to win Eurovision 2025, it would face several hurdles in hosting the 2026 contest:
- Venue Capacity: Finding or creating a suitable arena to accommodate 10,000 spectators would be a primary concern.
- Accommodation: Housing the influx of visitors could strain Malta’s hospitality sector.
- Infrastructure: Managing transportation and logistics for thousands of attendees would test the island’s capabilities.
- Financial Investment: The substantial cost of hosting, potentially reaching €30 million, would require careful budgeting and resource allocation.
- Despite these challenges, Malta has a history of punching above its weight. The country successfully hosted the Junior Eurovision Song Contest in 2014 and 2016, demonstrating its ability to organise international events. The Maltese are known for their resourcefulness and hospitality, qualities that would undoubtedly come to the fore in tackling the Eurovision challenge.
Meeting this challenge would have several benefits, not least would be the substantial increase in visitors to Malta. Eurovision typically attracts thousands of international fans, with recent hosts seeing around 100,000 tourists during the contest period. Tourism searches for host cities often spike dramatically, with one study showing a 176% increase in searches for Malmö ahead of Eurovision 2024.
This influx of visitors could provide a significant boost to Malta’s economy. With visitors spending money on accommodation, food, retail, and transportation, benefiting various sectors of the local economy. Recent hosts have seen economic impacts in the tens of millions of euros. Liverpool’s hosting in 2023 boosted the local economy by £54.8 million.
Hosting the Eurovision Song contest also offers unparalleled promotional opportunities for the host destination thanks to the extensive international media attention, increasing brand awareness for the host city and country. This isn’t a short-lived effect, a study has shown an 8% increase in tourism receipts over 3 years for Eurovision winners. Other long lasting positive effects include infrastructure improvements that can increase a city’s capacity and attractiveness for hosting future international events
Eurovision would offer Malta a unique platform to showcase its rich culture, history, and hospitality to a global audience. This cultural exchange could enhance Malta’s soft power and international reputation, potentially attracting more visitors and investors in the long term.
As Malta continues its Eurovision journey, the possibility of hosting remains an exciting prospect. While challenges exist, the potential benefits to tourism, the economy, and Malta’s global standing make it an opportunity worth pursuing. With their characteristic resilience and ingenuity, the Maltese people would undoubtedly rise to the occasion, potentially creating one of the most memorable Eurovision contests in recent history.
Top Malta Accommodation Tips for Eurovision Fans
For those planning to attend Eurovision in Malta, consider staying on the sister island of Gozo. Staying on an entirely different island to the final’s location is not as crazy as it sounds. When Liverpool hosted the final in 2023, lots of people stayed in neighbouring towns and cities where it was easier, and cheaper, to find accommodation.
With the Gozo Channel ferry running all night and the high-speed ferry likely to increase services. Gozo offers a similar opportunity, as well as a tranquil base with plenty to explore. Film enthusiasts can visit numerous shooting locations (see our Gozo film location guide for some inspo). If film isn’t your thing, then there’s still plenty to do on this little gem, plan your trip using comprehensive Gozo guides.
As Malta continues its Eurovision journey, the possibility of hosting remains a tantalising prospect.
Good luck Miriana and team!
