The recent Baroque Festival turned out to be a huge success, with a total of 6,815 tickets having been, compared to last year’s 5,719 - an increase in attendance of over 1,000. Half of these were Maltese and the other half were tourists who visited Malta purposely for the Festival. Some 320 of those in attendance were tourists who happened to be in Malta and decided to attend the Festival.

“The 2014 edition of the Valletta International Baroque Festival has been a huge success,” comments Kenneth Zammit Tabona, the festival’s artistic director.

“Attendances compared to last year have improved both from local audiences as well as from foreign travellers who travelled to Malta purposely for the Festival. An already successful first edition, a more ambitious and varied programme and more aggressive marketing were the main factors for this success. What has happened, and this is beyond dispute, is that we have hit on a winning formula.”

Attendances compared to last year have improved both from local audiences as well as from foreign travellers who travelled to Malta purposely for the Festival. An already successful first edition, a more ambitious and varied programme and more aggressive marketing were the main factors for this success. What has happened, and this is beyond dispute, is that we have hit on a winning formula.”

“Last year’s first edition took people by surprise. Baroque music performances never enjoyed the same popularity of mainstream events, yet last year, all those who attended the Festival were swept away by the high quality of the musicians, the ambitious music programme and the venues that hosted the Festival which surely contributed to the overall experience. So unique was this experience that this year, people already knew they were in for a treat and this interest, showed in the increased attendances,” added Mr Zammit Tabona.

An indication of this success first came when one of the concerts, the Brandenburg Concertos, was fully booked up by both a local and foreign audience from as early as October 2013.

Referring to overseas patrons attending the Festival, the Artistic Director noted that the marked increase was evident because January is a month during which nothing much happens.

Ray Attard, CEO of Teatru Manoel commended all those who were involved in the organisation of this year’s edition. “Organising 17 days of solidly packed out concerts; sometimes with four concerts in just one day, is a feat and it is all due to the hard work and dedication of the staff of Teatru Manoel whose teamwork and dedication were vital for the smooth running of all the events. I am very proud of what we have achieved in bringing some of the world’s top names in the Baroque field to perform in Malta, in giving Maltese talent a platform, in giving the Maltese public a cultural event to enrich their lives and in helping to increase the number of visitors to Malta during the leanest month for tourism, January,” added Mr Attard.

“The Festival is not only providing entertainment during a lean month but it has proved to be a successful story from an economic perspective. Government is investing €300,000 in this Festival, yet, we have calculated that the economic benefit that has emanated from this year’s edition amounts to over €3.7 million. This does not take into account the unquantifiable economic benefits and spin offs from such a reputable brand name which we have created, especially abroad,” added Mr Attard.

“Work is already underway for the January 2015 edition, artists are being contracted and a very interesting programme is already taking shape. We honestly hope that the commercial and business communities are noting all the work being invested in this annual cultural appointment, that they realize the business opportunities that the Festival is creating and will want to invest in this Festival with their support and active involvement. Malta and the Maltese deserve this Festival and this Festival has won its right to keep growing,” concluded Mr Attard.

Jose Herrera, Parliamentary Secretary for Culture, commended all the organisers of the Festival and reiterated his belief that this annual cultural appointment is set to grow in the coming years: “Seeing all the positive feedback and response towards the programme of events and the high attendance especially from Maltese patrons, confirms that Malta is far from a cultural desert. We are also proud to see that Government’s investment in this cultural event is opening up new opportunities that are yielding a substantial economic benefit to the country.”