MTA promotes Malta's MICE sector

The Malta Tourism Authority’s marketing division has significantly increased promotional activity of theMeetings, Incentives, Conferences and Events (MICE) sector.

The MTA said that in the immediate wake of the global credit crunch, international companies and corporations that would normally organise conferences and meetings abroad, drastically curtailed their MICE expenditure.

The effects of these cutbacks were immediately felt by conference organisers and destination management companies (DMCs) in all well-established tourism destinations, including Malta and Gozo.

In an effort to strengthen overseas awareness of the local MICE offer, especially with buyers, the MTA organised a number of related initiatives in core source markets over the past few months, culminating in three events in London, Milan and Frankfurt.

The UK event, dubbed ‘A Taste of Malta’, was held at top restaurant Meza. The evening gave MICE organisers in the UK the chance to sample some of the Mediterranean’s best cuisine as well as meet and talk to many of Maltese DMCs and representatives of hotels and conference venues.

Malta’s presence was also highly visible at the MICE workshop and fair "Shock the Monkey" held in Milan late last month. Now in its 12th edition, the MTA was the sponsor destination of the event.

This initiative gathered together some 1,100 Italian MICE professionals and buyers, some 240 of which registered at the Malta stand, which was the largest and most prominent.

MTA also took part in the annual IMEX MICE fair in Frankfurt at the end of May. The Malta stand included 26 Maltese co-exhibitor companies and provided guests with renowned Maltese hospitality at all hours of the day as well as a constant supply of Maltese food, wine, beer and soft drinks.