Isle of MTV press conference

Published on : Tuesday, June 28, 2016

1(2)While the last preparations are well underway for the tenth anniversary of the Isle of MTV Malta 2016, the Minister for Tourism Dr. Edward Zammit Lewis said that this massive annual event offers the finest opportunity to promote and elevate Malta’s profile as a top tourism destination for entertainment.

The Minister for Tourism noted that this concert attracts the younger generation, and not only, from across Europe and also beyond while enjoying their stay on our islands. The Minister stated that much effort is directed towards ensuring that this event is one of the top festivals in Europe besides being one of the summer’s peak attractions within the music scene on the Maltese Islands. ‘Over the ten years that Isle of MTV has been held in Malta, the number of visitors to the island under the age of 24 has more than doubled. Since 2006, the number of visitors to the island within this age bracket has increased by 127.2% and now accounts for 19.3% of all tourist arrivals, up from the 13.5% share recorded in 2006. Moreover, this category of visitors has increased by more than 20% since 2012.

Addressing a press conference on the Granaries in Floriana while the IOMTV stage was being constructed, Minister Zammit Lewis noted that this tenth edition’s advertising campaign has been carefully planned, and the promotional aspect was fully exploited and maximised, thanks to the fact that the date of the event had been actually annouced well in advance around a year ago.

A world class line up of artists will be performing on the Granaries in Floriana set on the eve of a public holiday on Tuesday 28th June in front of a crowd of around 50,000 The free live music concert will this year feature the British singer-songwriter and Grammy award winner Jess Glynne, multi-platinum selling rapper Wiz Khalifa, the UK ground breaking electronic group Clean Bandit and electro-house, superstar DJ, Steve Aoki who will be closing this year’s Isle of MTV Malta 10th anniversary celebrations. The Isle of MTV concert is the apex of a week-long festival of live music and entertainment which draws renowned international artists.

The Minister for Tourism Dr. Edward Zammit Lewis concluded his intervention by auguring that the tenth edition of Isle of MTV will be another successful event that will be enjoyed to the full by both locals and tourists alike. The Isle of MTV concert has established itself on the national calendar of annual events for co-branding Malta as a tourist destination for international music enthusiasts, among others.

Finally, the Minister for Tourism Dr. Edward Zammit Lewis presented a letter to the Floriana Mayor Davina Sammut Hili saying that MTA is providing 20,000 euro towards a community project as a compensation for all the inconveniences caused during the event.

Minister for Tourism Edward Zammit Lewis was accompanied by the CEO of Malta Tourism Authority, Paul Bugeja and Chairman of Malta Tourism Authority Gavin Gulia together with VP Creative and Integrated Marketing Viacom Velocity Intl, Russell Samuels.

Malta Tourism Authority Chairman Dr Gavin Gulia remarked on how the Malta product has evolved and diversified over the years, and managed to attract a new clientele whilst retaining all the elements which make it attractive to its traditional visitor base. Events such as Isle of MTV can provide an extra reason for the younger segments of the travelling population to choose Malta.

Malta Tourism Authority CEO Mr Paul Bugeja commented on the importance of events such as the Isle of MTV Malta Special and the accompanying Malta Music Week in the context of MTA’s overall marketing strategy. In its effort to diversify its source markets and target a wider audience, MTA looks at high profile events of this type to reach a younger generation of travellers by projecting an image of Malta as a dynamic and active all-year-round destination.

Source:-Malta Tourism Authority

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