Malta’s image is changing from a place where “grandparents would holiday” to a hip and happening destination, Tourism Minister Mario de Marco said yesterday.

Speaking on the Isle of MTV stage, a free concert bringing world class acts with it, Dr de Marco said last year’s tourism figures for under-24s show a 115 per cent increase to 288,000 on the previous year. This figure excludes the 70 to 80,000 English language students.

Malta was managing to change its image and attract a much younger crowd, he said.

The spectacular stage for this year’s sixth edition promises the best and has been given a “three-dimensional, technological design with hanging LED lights”, said executive producer Jane Fraser.

Accompanied by MTV vice president Antonio Canto, the pair beamed with pride as they spoke of how Malta was a fantastic location every year.

In fact, this year’s stars will.i.am, Nelly Furtado and Flo Rida arrived early to enjoy the island after speaking to the management teams of last year’s edition, Mr Canto said.

“It has become the largest free concert in Europe,” Dr de Marco added, speaking of the huge worldwide audience and exposure for Malta that a channel like MTV can bring. In 153 countries on 63 MTV stations, Malta will be seen on a programme named World Stage.

A video montage highlighting Malta’s assets will be shown before it starts to further push the coverage, Ms Fraser said.

Mr Canto added Malta was the only country to have its name as part of the brand Isle of MTV on stage, adding that we are “ready to party”.

Dr de Marco appealed to the public to respect Floriana residents by using the many available amenities and to respect traffic arrangements.