‘Without the right people, you can’t do anything’ – Business First CEO Marika Tonna

As CEO of Business First, Marika Tonna is at the epicentre of Malta’s entrepreneurial ecosystem, guiding the one-stop shop for businesses through a period of significant digital and collaborative evolution. With an unwavering focus on the human element of both leadership and customer service, Marika is steering the organisation to empower Malta’s burgeoning business community, strengthening its foundations for 2026 and beyond.

In business support, a decline in physical walk-ins might typically signal a problem. For Marika Tonna, CEO of Business First, however, it is a welcome sign of progress.

The shift, she explains, has directly resulted from a successful digital transition towards e-Government services, freeing up her team to handle more complex queries. This, balanced by a surge in new queries – particularly regarding the Government’s popular property acquisition scheme for businesses – is a clear indicator of a vibrant, active business community looking to grow.

Marika’s own leadership style mirrors this evolution. While she previously described herself as the captain of a ship, she now places even greater emphasis on her team. “The captain is very important, but without the right people, you can’t do anything,” she asserts. “The more time passes, the more I realise how important people are, especially in an organisation like ours that is centred on customer care.”

In fact, her approach is highly collaborative, empowering the team on the front lines. “They are on the floor, so they often spot certain problems that I don’t see. In the beginning, I used to give the instructions. Now, it is they who come to me with ideas and solutions,” she smiles.

Navigating the complexities of a multi-generational workforce has been a significant aspect of this change. “Managing across generations is not easy,” Marika concedes. “But it is we as leaders who must adapt; I can’t expect those in Gen Z to adapt to my way of thinking. They bring a freshness and a new cohort of ideas to the organisation. They are a breath of fresh air.” Marika balances this with the invaluable experience of women returning to the workforce. “They bring a lot to the organisation,” she adds. “It’s about creating a culture where everyone has a role and feels important, from the front-desk staff to the cleaners.”

Looking at Malta’s wider entrepreneurial ecosystem, Marika sees continued dynamism. “The demand for startups is still very strong,” she confirms. “And we’re seeing more and more foreigners setting up a business in Malta – not just Europeans but also third-country nationals (TCNs). We are working closely with Jobsplus and Identità to see how we can better assist these clients, as long as they have a valid business proposition.”

This proactive, collaborative approach has become a cornerstone of Marika’s strategy for 2026. Recognising that Business First cannot operate in a vacuum, she has spearheaded several crucial partnerships, including a particularly inspiring collaboration with the Malta Crafts Foundation. “The more I work with these craftspeople, the more I realise the quality of Maltese talent,” she shares. “The perception of crafts is changing. Together with Malta Enterprise, we are working to see how we can assist these talented artisans in continuing to develop, grow and eventually even export.”

The spirit of partnership extends to Gozo, where Business First held its first joint conference with several Government entities. “It was very well attended, and we want to keep the momentum going,” she says, adding that a key goal for 2026 is establishing a permanent Business First office on the sister island. Further MoUs with organisations such as servizz.gov aim to streamline services for citizens and businesses alike.

“The strategy is to expand our services, not just at the desk, but by networking more with other entities that have similar clients. We want to give the client a holistic view of what’s available out there,” the CEO maintains.

At the heart of these initiatives is an unrelenting focus on customer experience – a core value that is rigorously tested and upheld. “It’s very, very important to us,” Marika insists. “We were the first to get the Quality Mark for a public service and we are monitored constantly. The Office of the Prime Minister sends us mystery shoppers regularly and we receive a thorough report, which we dissect and act upon.”

The firm commitment to the customer is also embedded in the team’s operations. “If there’s a queue at the front desk, the system flags it and our back-office staff will come out to help. Everyone is trained to handle almost all tasks. It’s about being efficient and responsive,” Marika shares.

When asked about the most critical decision she’s made in the past year, the CEO eschews a single moment, pointing instead to a philosophy of continuous, gradual improvement – a ‘Kaizen’ approach. The period has also been marked by working closely with Malta Enterprise’s CEO, George Gregory. “It has been very interesting,” she notes. “We come from a similar background in consultancy, so we tend to see things in the same manner. I understand what he’d like to do, and I’m excited about the changes he wants to bring.”

While excitement for the future drives her, Marika is pragmatic about the possibility of market volatility or competitive pressures, reflecting that navigating significant personal challenges throughout her life has shifted her perspective. “I don’t tend to worry about certain things that I used to worry about before. Life has taught me what’s truly important. What worries me now is the wellbeing of my staff. If I know someone is demotivated or unhappy, I worry about that, because I feel it’s my role to motivate them.”

Her greatest professional satisfaction comes from the work itself, she continues: “I remain excited about Business First after all these years and enjoy what I do every day.”

Looking towards the next chapter, Marika’s message to Malta’s business community is simple and direct. “We encourage anyone with questions, particularly startups, to contact us. We’re here to help.”

The CEO’s closing message is clear: challenge and change outdated perceptions. “We would very much like to change the perception that Government entities don’t offer a good service,” she shares. “Today, entities like ours offer a service that is as good as, if not better than, the private sector. If we can help change that perception, I would be very happy.”

This article is part of the serialisation of 50 interviews featured in MaltaCEOs 2026 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders.