Ryanair, the popular low-cost airline, has faced backlash after attempting to showcase its connection to Malta by incorporating the Maltese language into its marketing efforts. However, the translation was met with criticism, with many questioning the translator’s competence, humorously asking, “Is the translator drunk?” This incident has sparked a lively debate about the airline’s linguistic efforts.
Ryanair’s connection to Malta runs deep, particularly after the airline acquired Malta Air, a subsidiary it established in 2019 as a joint venture with the Maltese government. Recently, Ryanair exercised its contractual right to buy the Maltese government’s “golden share” in Malta Air, solidifying its ownership. Despite this, the airline’s foray into the Maltese language has not been well-received, with many criticizing the translation as subparability.
Given Ryanair’s significant presence in Malta, having acquired the local airline and operating a substantial fleet, the expectation for a more thoughtful and culturally sensitive approach to translation is heightened. The incident raises questions about the airline’s commitment to understanding and respecting the local culture, especially considering its growing influence in the region.
