Over the last few weeks, the Malta Tourism Authority’s marketing division, locally and overseas, significantly increased promotional activity of the Maltese tourism sector’s MICE offer (Meetings, Incentives, Conferences, Events).

In the immediate wake of the global credit crunch, international companies and corporations, which would normally organise conferences and meetings abroad, drastically curtailed their MICE expenditure. The effects of these cutbacks were immediately felt by conference organisers and destination management companies (DMCs) in all well-established tourism destinations, including Malta and Gozo. In an effort to strengthen overseas awareness of the local MICE offer, especially with buyers, the MTA organised a number of related initiatives in core source markets over the past few months, culminating in three events held in London, Milan and Frankfurt.

The UK event, dubbed “A Taste of Malta”, was held at Meza, a top restaurant in London. The evening gave MICE organisers in the UK the chance to sample some of the Mediterranean’s best cuisine as well as meet and talk to the large number of Maltese DMCs and representatives of hotels and conference venues that were present to showcase their products and services.

Malta’s presence was also highly visible at the MICE workshop and fair, held in Milan late last month that goes by the unusual name of “Shock the Monkey”. Now in its 12th edition, the Malta Tourism Authority was the sponsor destination of the event. This initiative gathers together some 1,100 Italian MICE professionals and buyers, some 240 of which registered at the Malta stand. The Malta stand for this event was the largest and most prominent among all 40 participants – around 80 sq m. Only two other foreign destinations were present, Britain and Montecarlo. Eleven Maltese companies participated at Shock the Monkey, all of them based on the Malta stand.

The most recent MTA initiative in this regard was participation in the annual IMEX MICE fair held in Frankfurt at the end of May. The Malta stand included 26 Maltese co-exhibitor companies and provided guests with renowned Maltese hospitality at all hours of the day, as well as a constant supply of Maltese food, wines, beers and soft drinks. German celebrity chef, Rainer Mitze, who is also Malta’s culinary ambassador to the German speaking countries, was present every day preparing Maltese and Mediterranean delicacies.