Malta remains popular with older visitors, but is increasingly gearing itself towards younger tourists


LEFT: Jason Derulo


BELOW: Blue Lagoon


OPPOSITE: St John’s Co-Cathedral


age demographic. While Malta remains popular with older visitors, it’s increasingly – and purposefully – gearing itself towards younger tourists. Russell Samuel, vice-president


of creative and integrated marketing at Viacom International Media Networks, was one of those entrusted by the Malta Tourism Authority to promote the island’s youth appeal. He says: “Malta was renowned as a destination for the older


tourist. It has the history and heritage, as an island. They wanted to break into that younger tourist demographic; ultimately, that was our brief.” It seems to have worked, with


live-music events attracting attention from younger people. Samuel reports that holiday bookings to Malta by MTV viewers have increased by 70% in the past five years, with Ministry of Tourism figures revealing a significant spike


in bookings from under-24s. Tourism minister Konrad Mizzi


says: “Isle of MTV has worked in moving into the younger tourism market, which accounts for about 25% [of total visitors] now, which is good.


“Other events target specific


markets, such as Annie Mac’s Lost & Found festival. MTV is our anchor event for the season. Events are important to ensure people have things to do while here in Malta.”


 MALTESE MOMENTS There’s certainly no shortage of activities on the island. Capital Valletta has carved out a name for itself as a standalone city- break destination in recent years, and was named European Capital of Culture in 2018. Attractions include the 16th- century St John’s Co-Cathedral and Grand Master’s Palace, the leafy Upper Barrakka Gardens and Valletta Contemporary, a gallery that opened last year. As well as the capital, the Megalithic Temples and the Hal Saflieni Hypogeum are listed as Unesco World Heritage Sites, each providing a window into ancient civilisations, while there are more than 360 churches for those interested in the history of Christianity on the island. Sun lovers need not fear, though, with a handful of popular sandy beaches including Mellieha Bay, Ghajn Tuffieha and Golden Bay. According to Mizzi, there are plans to extend Mellieha Bay by 30 metres out to sea, with extensions at Balluta in St Julian’s, one of Malta’s most


52travelweekly.co.uk9 May 2019


PICTURES: VIEWINGMALTA.COM; ANTHONY HARVEY; SHUTTERSTOCK


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