The star-studded Isle of MTV concert will be returning to Malta for another three years, it was announced yesterday.
Renewing our partnership gives us the opportunity to attract even more young travellers to Malta
The deal between Viacom, owners of MTV, and the Malta Tourism Authority was announced by Tourism Minister Mario de Marco at London’s World Travel Market.
Next year’s extravaganza, which will be the seventh consecutive Isle of MTV in Malta, has been confirmed for June 26.
Fifty-thousand music fans are again expected to attend what has become a highlight of the Maltese summer music calendar at the Granaries in Floriana.
Previous performers have included Will.i.am, Flo Rida, Lady Gaga, Snoop Dogg, The Black Eyed Peas, LMFAO and David Guetta.
The free, open-air concert is filmed and edited into a 60-minute special that is broadcast across 20 MTV channels in Europe.
Since the Isle of MTV was first held in Malta in 2007, the number of visitors to the island aged 24 and under has increased by 88 per cent. This age group now accounts for 20.3 per cent of all tourists.
Dr de Marco credited Isle of MTV with playing a large part in attracting more young tourists and changing international perceptions of Malta.
MTA surveys before 2007 had shown it was perceived as a destination for elderly tourists but Isle of MTV has helped showcase the island as a “young and happening destination,” Dr de Marco said.
The Malta Music Week held prior to the Isle of MTV concert is also becoming a popular event in the Mediterranean, Dr De Marco noted.
He said the Tourism Ministry was working closely with local events organisers to attract more young tourists.
“We want to get events confirmed as early as possible so that we can plan accordingly.”
Antonio Canto, senior vice president of Be Viacom, described the Isle of MTV broadcast show as a well established, highly anticipated episode of MTV’s World Stage franchise.
“Renewing our partnership for another three years gives us the opportunity to jointly evolve the Isle of MTV franchise and attract even more young travellers to Malta,” Mr Canto said.
The line-up and further details for Isle of MTV 2013 will be announced in the spring.