Is MICE tourism the key to Malta’s shift towards quality visitors?

Malta’s tourism sector has long been a significant contributor to the country’s economy, but there is increasing recognition of the need to focus on high-value visitors rather than just volume.

Mark Gatt, Managing Director at Evowk and ECMeetings Malta & Portugal, tells BusinessNow.mt that the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is a crucial part of this shift.

High-value tourism through MICE

Mr Gatt emphasises that MICE events attract visitors who make a more substantial economic impact compared to typical leisure tourists. “Unlike budget leisure travellers, MICE delegates typically spend around €300 per day over shorter stays, as per Malta Tourism Authority figures. This is a substantial increase compared to the €132 daily spend of the average tourist,” he explains.

Beyond direct spending, MICE tourism also reduces Malta’s dependence on seasonal, low-cost travel. Hosting conferences brings in high-level business leaders and decision-makers who may not only return for leisure but also consider Malta for future investment opportunities.

“Conferences also bring in business leaders and decision-makers who may consider Malta, not just for return trips, but also for future investment opportunities, reinforcing the island’s reputation as a hub for knowledge exchange and networking,” Mr Gatt adds.

Strategic improvements needed

For Malta to position itself as a leading MICE destination, several strategic steps must be taken. Chief among these is the development of a purpose-built national conference centre. “At present, Malta lacks a large, state-of-the-art conference venue that meets international standards. Malta has already lost out on hosting several major events because of this,” says Mr Gatt.

Air connectivity also plays a crucial role in attracting corporate travellers. Expanding direct flight options beyond low-cost carriers, particularly to key business hubs and the U.S., would significantly enhance Malta’s appeal to the MICE sector. Additionally, infrastructure investments in transport, high-end accommodations, and seamless event logistics are necessary to compete with other conference destinations.

“We need a MICE Strategy,” Mr Gatt states, stressing that without a structured approach, Malta risks falling behind competing locations that offer superior facilities and accessibility.

White rocks: A potential MICE hub

When asked about the ideal location for a new conference centre, Mr Gatt points to St Julian’s as the most strategic choice. The area is already home to Malta’s leading business hotels, restaurants, and entertainment hubs, making it an attractive location for conference delegates. “This area offers the infrastructure and services that conference delegates expect, minimising travel time and maximising convenience,” he says.

A well-connected venue would also enhance the experience for both attendees and organisers. Mr Gatt proposes that the disused White Rocks complex could be repurposed into a premier conference facility. “This is why I proposed the White Rocks complex, which is currently disused but committed land in a perfect location for such a venue,” he notes.

A dedicated MICE strategy, improved connectivity, and investment in conference facilities could help Malta establish itself as a competitive and desirable destination for business events.