MTA launches three marketing support schemes for business events, sports, music tourism

The Malta Tourism Authority has opened three new Marketing Support Programmes aimed at pulling in higher-spending visitors outside the summer months. The schemes target conferences and expos, sports events, and music tourism, three segments the MTA sees as key to extending the season and raising yield per tourist.

Each programme comes with its own set of guidelines and application forms, now published on the MTA website. Industry stakeholders organising events in these categories can apply for structured marketing support, effectively co-funding promotion with the national tourism body.

The move is part of the MTA's strategic push to reduce Malta's reliance on peak-season leisure tourism. By backing business events and niche cultural or sporting gatherings, the authority aims to attract visitors who spend more and travel outside June to September.

For local event organisers, venue operators, and related service providers, the programmes represent a direct funding channel. The MTA is effectively underwriting part of the marketing cost, lowering the barrier for smaller players to compete for international events.

Applicants are advised to review the specific guidelines for each segment before submitting. The application forms and full criteria are available through the MTA's official news page.