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MTA wraps up Manchester Malta Day with Man United partnership, 30,000 visitors

MTA wraps up Manchester Malta Day with Man United partnership, 30,000 visitors

MTA's Malta Day in Manchester, backed by Manchester United, drew 30,000 visitors and reinforced Malta's UK market push.

EV
Editorial Staff20 February 2026

The Malta Tourism Authority has closed its Malta Day promotional project in Manchester, a campaign built around a partnership with Manchester United and a presence at the Destinations Travel Show 2026.

The initiative was anchored on the Manchester United versus Manchester City fixture at Old Trafford, with extensive VisitMalta branding across the stadium and city centre.

“Sir Alex Ferguson, when I was 19, told me I had to go visit the Maltese Football Association, and meet the supporters’ club. I didn’t realise it is the oldest supporters’ club Manchester United have in the world. I will definitely be going back in the Summer with my family as well. Nicest people I’ve ever met, it was free flowing; a perfect holiday.”

Over the four-day travel show at Manchester Central, the VisitMalta stand welcomed more than 30,000 visitors.

On 16 January, a Maltese chef demonstrated the preparation of traditional Qassatat, offering tastings and explaining the dish's cultural roots.

Former Manchester United defender Wes Brown appeared at the stand on 18 January, drawing strong footfall.

Brown recalled how Sir Alex Ferguson first directed him to Malta's supporters' club when he was 19, calling the islands "a perfect holiday" and confirming he plans to return with his family this summer.

Deputy Prime Minister and Minister for Foreign Affairs and Tourism Hon Ian Borg said the Malta Day initiative exemplifies a strategic approach that leverages world-class partnerships to boost visibility in key source markets.

MTA CEO Carlo Micallef added that integrating sports partnerships with on-the-ground activations, culinary experiences and direct consumer interaction allows the authority to present Malta and Gozo in a compelling way.

The campaign combined global sports exposure with direct consumer engagement, reflecting MTA's strategy to use major international platforms to promote year-round tourism.

MTA said it looks forward to building on this momentum through continued collaborations with Manchester United and other innovative destination marketing initiatives.