With only three days to go before the Isle of MTV hits Malta, the music and clubbing industry is replete with doubts as to whether the promised return on investment is being achieved. Many are claiming that the “unimpressive” line-up was announced too late for satisfactory tourism and financial payback to be achieved.
Headliners Enrique Iglesias and Nicole Scherzinger were in fact revealed less than two weeks before the event, instigating complaints that this was too late to convince European clubbers to pick Malta as their summer party destination.
Promoting Malta as a clubbing destination with under-24s remains one of the concert’s main selling points on a local level. And, while the Malta Tourism Authority (MTA) website promises an “unprecedented number of music fans to descend on Malta”, for this week’s concert, clubbing trends seem to indicate otherwise.
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