Approximately 76,000 people attended the Notte Bianca event held on 14 October in Valletta and spent an average of Lm10.85 each, amounting to a total of Lm824,600 spent in one evening, said Tourism and Culture Minister Francis Zammit Dimech yesterday.

However, he added, another 22,000 people wanted to attend the event but changed their minds due to the heavy traffic.

Dr Zammit Dimech was quoting a study carried out by the Malta Tourism Authority at the launch of Tre Re – Notte Magica, a similar event that will be held on 6 January in Valletta.

The survey was carried out in November and had an 85 per cent response rate (403 responses).

Over half of the respondents, 63 per cent, said they had heard about Notte Bianca from the newspapers, while 20 per cent gave television as the most effective means of communication. And attending the event was not a last minute decision, as almost 70 per cent of those who attended said they knew about the event more than a month beforehand.

The large majority, 67 per cent, used their cars to go to Valletta and only 26.6 per cent said they had used public transport.

The study also revealed that 11 per cent of the respondents chose to go to the event because it was organised in Valletta. Another 43 per cent said they were attracted to the activities and events organised, while 39.2 per cent said they wanted to experience something different.

However, the main problems that cropped up during the event were poor organisation, overcrowding and a shortage of food, as well as traffic congestion and difficulty finding somewhere to park. In fact, the respondents suggested that transport should be better organised, and there should be more local talent and more activities.

It was also recommended that shops should extend their opening hours and that similar events are spread over a number of days.

Another recommendation was that there should be more organisation between catering establishments, more variety and that it should be less expensive. The respondents called for better organisation and interaction between all the suppliers involved and said that the providers of transport, entertainment, cultural activities and catering must be involved in the planning of such events.

Dr Zammit Dimech said this type of event in Valletta generates commerce and is welcomed by the public.

Valletta mayor Paul Borg Olivier pointed out that Valletta can no longer be called a “dead city”, as many different activities are organised that appeal to everyone.

He added that the commercial sector had not been very responsive during Notte Bianca but made the point that it was, after all, to their advantage to be, especially considering the large amount of money that had been spent that evening.

Mr Olivier pointed out that no offences, not even pickpocketing, had been reported at Valletta police station that night.

Tre Re – Notte Magica is being organised in collaboration with Nng Promotions and will run from 6pm until 2am, explained Nigel Camilleri from Nng Promotions.

The event continues to build on the success of Notte Bianca, he said. “However, while Notte Bianca was a cultural-based event, Notte Magica will focus more on entertainment,” he added.

Mr Camilleri explained that five stages will be set up in different squares in Valletta, featuring artists such as Ira Losco, Winter Moods, Scream Daisy, Nafra and Irish band The Commitment.

Street performers and traditional Maltese bands will provide entertainment in the streets and tours around Valletta will be organised.

Both Dr Zammit Dimech and Mr Camilleri urged people attending the event to make use of public transport.