With Malta having undergone a recent brand image change to promote its MICE activity, we checked the new climate for business on the islands ahead of IMEX Frankfurt in May Malta’s inbound tourist numbers rose 138% last year with numbers for 2022 approaching 84% of 2019 pre-Covid levels, according to Malta Tourism Authority (MTA). The figure for December 2022 was 94% of the December 2019 statistic. The UK remained the largest target market, with non-EU visitors growing faster than EU visitor numbers. Business visitor numbers had recovered 81.6% in 2022 from the 2019 high point. Formerly known as Conventions Malta, Visit Malta Incentives & Meetings is the new brand launched last May following extensive market research by the national CVB. Now firmly under the Visit Malta banner, the bureau says its focus is now on launching its new online space and properly introducing it to the international market. The Visit Malta team says meetings and incentives group sizes are getting generally smaller but that is something that has only increased the attractiveness of Malta and its smaller island partner Gozo, particularly for incentive travel. In addition, outdoor spaces have become more important than ever before, and that is a fundamental part of the product on offer, thanks to a great climate all year round on the Maltese islands. The Malta MICE Business Scheme helped international MICE planners and international MICE companies to consider the islands as a venue for their events in 2021 and 2022. With more than 280 applications, it has proven to be very successful in generating new business. 
Air Malta offers direct flights to the country’s largest source market, the United Kingdom, and is a big part of the strategic commitment to connect the Maltese Islands with major European cities. Daily flights to London Heathrow make the destination easily accessible to the UK market. Malta International Airport also operates frequent flights to London Gatwick with British Airways, EasyJet and Wizz Air UK, as well as with low-cost options to Luton and Stansted. With an average flight time of three hours, the route is a great opportunity for UK meeting planners to fit the destination into their busy diaries. Other direct UK routes include Birmingham, Manchester, Liverpool, and Edinburgh. The fastest growing inbound market of all is Poland, and air links there are growing too.
Main attractions
So, what are the main attractions of Malta for meeting planners? Malta is an official member state of the European Union that speaks English, with the Euro being the main currency. Distances around the islands are quite short, with an average travelling time of not more than 50 minutes to cross the whole destination lengthwise. Yet, in spite of the short distances, there is plenty to see and do. The product offerings focus on local and authentic experiences, such as wineries and agrotourism venues. The gastronomic scene has developed a lot in recent years, especially with Malta’s inclusion in the Michelin Guide. Perhaps most notably is the rich 7,000-year history and culture. Valletta, the capital city, is a UNESCO World Heritage Site and open-air museum. A new concept is ‘Underground Valletta’ run by Heritage Malta. Valletta is enriched with historical buildings and forts that take you back in time, yet the city itself offers more underneath! During the Second World War, the population moved to underground shelters and tunnels to protect themselves from the heavy bombings the islands suffered. A tale of survival is told within these networks, which have been kept in their most original state. Gozo, the smaller Island, offers the beauty of tradition, rural environment, and tranquillity. Water sport activities, such as sailing, contribute to memorable experiences, while another favourite with prospective travellers is the Gozo Tuk Tuk tour; with your own personalised chauffeur. The islands offer many ways to create fun and innovative teambuilding activities, which some local suppliers combine with CSR initiatives. These include the ‘farm to table’ concept, involving zero waste and emissions, investment in electric vehicles for activities, etc. Other sustainable incentive experiences include activities related to gastronomy, such as the preparation of the traditional ‘Ftira’ flatbread. There is also wide access to national heritage sites, such as palaces and fortresses, which can all be privatised for exclusive events. There have been several hotel openings during the pandemic: a new Hyatt Regency hotel (5* Superior) and the Mercure (4*), in St Julian’s. Also in Valletta, with the Embassy (4*) and The Gomerino Boutique, or in Bugibba, with the Seaview Hotel (4*). A recent and truly unique venue is The Brewhouse in the centre of Malta – a former brewery converted into a multi-purpose building. “We are a small country on the map and I am very proud of our achievements, such as winning the Best MICE Destination award during the European Mission Awards last year. We look forward to continue strengthening our core European markets whilst reaching out to develop new markets in the US and Middle East/Asia,” Christophe Berger, director VisitMalta Incentives & Meetings tells CMW. One recent satisfied customer – The European Travel Commission – which held a successful Board meeting in Malta’s San Giljan, said in a testimonial to MTA: “Malta has proven to be an island of astonishing beauty, and perfect for the hosting of the event. It was a pleasure to visit the ancient city of Mdina and Valletta and learn more about your enchanting island. We are certain that all the participants (ourselves included) will look forward to coming back to welcoming Malta soon.” 
www.visitmalta.com
