The Malta Tourism Authority (MTA) has launched three new Marketing Support Programmes aimed at strengthening Malta’s position in higher-value tourism segments and encouraging year-round travel.

The schemes – targeting Conferences & Expos, Sports Events, and Music Tourism – together allocate €7 million in funding and are open for applications between December 2025 and 28 February 2026, or until budgets are exhausted.

All three programmes share a common objective: attracting international visitors during the low and shoulder months, increasing overnight stays, and generating stronger economic value for the tourism sector.

€3 million to attract high-spending business travellers

Conference and exhibition tourism is described by the MTA as a “significant revenue generator”, with business travellers known to spend more on accommodation, food, transport and ancillary services. The new programme aims to help industry specialists bring MICE and expo events to Malta outside the summer peak.

Key features include:

• Eligible periods: Events held 1st January–31st May and 1 October–31 December; June to September are blackout months.
• Eligibility: Corporate companies and international associations registered with ICCA.
• Minimum spending requirements:
  • Expos must involve at least €750,000 in spend.
  • MICE events must involve a minimum spend per foreign delegate: €1,000 + VAT (Nov–Apr) or €1,500 + VAT (May & Oct).
• Funding model: Per-delegate support of €35–€55 depending on season and volume, capped at 15,000 delegates.
• Funding applies only to accredited foreign delegates staying a minimum of three nights.

Applications are assessed against criteria such as international standard of the event, economic value added, quality of keynote speakers, ancillary programming and alignment with national tourism objectives.

€2 million allocated for international tournaments and training camps

The MTA describes sports tourism as a developing segment with strong potential for sustainable growth. The scheme supports international tournaments, renowned clubs’ pre- and post-season matches, training camps, and title competitions featuring high-calibre athletes.

Key details include:

• Eligible periods: Events held 1st January–30th June and 1st September–31st December. July and August are blackout months.
• Who may apply: Registered sports associations, federations, foundations, and companies organising sports events.
• Funding model: Per-capita support for accredited athletes, delegates and officials staying a minimum of three nights.
  • Between €35–€50 per participant depending on season and total numbers, capped at 2,000 participants.
  • No support for events with fewer than 51 accredited individuals.
• Annual reduction: Multi-year events receive 10 per cent less support per year, reflecting reduced need as events become established.

Assessment criteria include expected international media exposure, incremental bed-nights, uniqueness of the event, social and environmental considerations, and opportunities for Maltese athletes abroad.

€2 million to attract large-scale concerts and internationally recognised acts

The Music Tourism scheme focuses on events capable of drawing “high-profile tourists” and generating substantial international media attention. Only large-scale, internationally recognised concerts or multi-day music events qualify.

Key provisions include:

• Eligible periods: 1st January–14th June and 11th September–31st December.
• Blackout: 15th June–10th September.
• Eligibility: Private sector operators and registered voluntary organisations.
• Minimum event cost: €500,000.
• Ineligible: DJ-only events, tribute acts and shows targeting exclusively young demographics.
• Funding model: Per-tourist support for accredited foreign attendees staying at least three nights.
  • Between €35–€50 per tourist depending on season and numbers, capped at 10,000 tourists.
  • Local attendees and foreigners residing in Malta do not qualify.

Assessment emphasises age demographics (favouring more mature, higher-spending audiences), international exposure, uniqueness, and consistency with Brand Malta values.

A strategic move to drive higher-value tourism

Across all three schemes, MTA’s approach emphasises:

• Attracting visitors during the off-peak months
• Ensuring events contribute significant economic value
• Rewarding events that generate measurable international exposure
• Promoting sustainability, accessibility and inclusivity
• Requiring accreditation systems to verify tourist arrivals

Applications must include detailed marketing plans, cost reports, and economic impact assessments. All schemes also impose penalties for overstated projections and require strict documentation before funds are disbursed.

With €7 million available, the new programmes represent one of Malta’s most targeted attempts yet to strengthen niche tourism and improve seasonal balance – a long-standing challenge for the sector.