Air Malta and The Malta Fairs and Convention Centre have signed a strategic partnership agreement. The scope of this partnership is to combine the strengths of both organisations to promote Malta as a destination for MICE – the Meetings, Incentives, Conferences and Events segment.

The agreement is set to enhance the promotion of Malta abroad through joint participation in overseas fairs, workshops, hosting of familiarization trips and in joint marketing and promotion campaigns. This cooperation is therefore expected to also generate substantial benefits to the local Tourism and Service Industry stakeholders.

Commenting on this agreement Air Malta Chief Executive Officer Joe Cappello said, “Air Malta, brings to this partnership a network of around 50 destinations, with offices in most European major cities which can help promote Malta’s strategic assets.

“We believe that through this partnership both Air Malta and MFCC can together offer a better product to their customers and capitalise on their respective expertise in their market. In the coming months both organizations will be working together on various projects and joint initiatives in the MICE business, starting with the hosting of the Air Malta International Travel Exhibition (AMITEX) next month.”

MFCC offers a venue that has the capacity of holding up to 22,000 people, and a creative ability to maximise the islands’ most beautiful assets into event sites, offering a vast range of services both inside and outside the venue, to make any experience as unique as possible.

“This is a win-win situation where all our marketing expertise is being combined to make our efforts more fruitful,” said Anita Attard, MFCC’s chief executive officer. “Our first joint initiative will be the organisation of AMITEX, which for the first time will be held at MFCC.

AMITEX will be held at the Malta Fairs and Convention Centre, Ta’ Qali, from Thursday 24 to Sunday 27 April.