{"id":143991,"date":"2023-03-06T13:55:40","date_gmt":"2023-03-06T12:55:40","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=143991"},"modified":"2023-03-06T13:59:15","modified_gmt":"2023-03-06T12:59:15","slug":"mice-malta-incentives","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/mice-malta-incentives","title":{"rendered":"MICE: Malta, between new ambitions and continuity"},"content":{"rendered":"

Continuity on the one hand, diversification on the other, development of new segments: Malta pursues its tourism strategy <\/strong>by building on solid foundations in the French market. Hence the idea of continuity, with France now the third-largest emitting country, with 258,000 visitors in 2022, representing growth of 8% compared to 2019, already a record year.<\/p>\r\n\r\n\r\n\r\n

This should put France in the top 3, behind the UK, with its historic affinity with Malta, and Italy, but ahead of Germany, a market weighed down by the covid effect and limited air capacity. \"\u00a0France has seen the biggest increase in 2022<\/strong>all with an average length of stay that is increasing, by more than seven nights on average, <\/em><\/em>says Claude Zammit-Tr\u00e9visan, who has been Director of the Malta Tourist Office in France since January. However, in this market, our objective is not so much volume as quality.<\/em>. \"<\/p>\r\n\r\n\r\n\r\n

The French market has climbed to third place overall, in the MICE segment, France is even the leading source of business<\/strong> with 40,000 passengers last year. \"\u00a0With all its hotels, event venues, congress and conference facilities, Malta can accommodate all types of events.<\/em>\" says the director of the tourist office.<\/p>\r\n\r\n\r\n\r\n

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Street in Birgu \u00a9 Malta Tourist Office<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n
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Rural landscape in Gozo \u00a9 Malta Tourist Office<\/figcaption>\r\n<\/figure>\r\n<\/figure>\r\n\r\n\r\n\r\n

In this segment, as in the case of leisure customers, the destination intends to follow the same strategy of continuity by extending its good momentum. At the same time, Maltese tourism is keen to promote its gastronomy, with the country now boasting six Michelin-starred restaurants. diversify routes by taking tourists off the beaten track<\/strong>. For example, by inviting travellers to discover its great history not only in Valletta - a UNESCO World Heritage site - but also in the nearby town of Birgu, where the Knights of Malta first settled on the island. What's more, the tourist office aims above all to highlight the authentic, rural side of the island of Gozo.<\/p>\r\n\r\n\r\n\r\n

Another element of its strategy, common to both leisure and business tourism, is that Malta intends to develop new growth segments. Luxury in particular and top-of-the-range incentives <\/strong>in terms of business tourism. Claude Zammit-Tr\u00e9visan notes \"\u00a0growing interest from the destination for small exclusive events, steering committees, etc.<\/em>\" . The development of boutique hotels, particularly in Valletta, is part of this trend.<\/p>\r\n\r\n\r\n\r\n