Backlash After Advertisement Appears Inside Santa Marija Cave

Dozens of locals have begun leaving one-star reviews on a local water sports company’s Google page after a boat advertisement was installed inside Santa Marija Cave, one of Malta’s most recognisable natural coastal sites.

Known for its distinctive shape and crystal-clear waters, the cave has long been a favourite destination for kayakers, swimmers and boaters seeking out one of the island’s more secluded natural spots.

Photos of the advertisement quickly began circulating online, sparking criticism from people who argued that commercial branding has no place inside a protected natural attraction.

Many expressed concern that promoting the location to larger numbers of tourists could increase traffic in an area traditionally appreciated for its tranquillity and natural beauty.

Others described the installation as an example of Malta’s growing commercialisation, with some comparing it to placing a billboard inside a natural landmark.

The backlash has since spilled onto the company’s Google page, where numerous users have left negative reviews calling for the advertisement’s removal.

Critics have urged the company to take down the sign, arguing that Malta’s remaining untouched natural sites should be preserved rather than used for advertising.

Has Malta become too commercialised?

Photos: overtouristedmalta

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Dylan Attard

Dylan Attard is a Social Media Executive at Lovin Malta and a proud Gozitan with a passion for digital media, content creation, and social trends. Outside of work, you’ll usually find him at the gym, watching series or doomscrolling.