Malta’s potential as a premium event destination: James Cassar weighs in

Malta’s events industry holds significant potential to position the country as a premium event and entertainment destination, but key infrastructural challenges are limiting its full growth.

James Cassar, Managing Director of 242.group and holder of a doctorate in international events and event destination marketing, shared his insights with BusinessNow.mt on what Malta is getting right and what needs improvement to attract high-end international events.

Dr Cassar, the author and co-author of several academic papers and conference presentations whose main areas of study are international event tourism, destination management and exposure to niche markets and event attendance motivators, emphasises the importance of distinguishing between different types of events, each of which can benefit Malta in unique ways.

From large-scale public festivals to business expos and niche conferences, premium events not only contribute to economic growth but also enhance the island’s international reputation. “Most premium events would not only generate economic figures, but also help elevate the destination’s image and result in a cascade effect of benefits to the destination,” he notes.

While both the private and public sectors are aligned in their vision for Malta’s event industry, Dr Cassar believes the country is still not maximising its full potential. “That is also a positive,” he adds, “since we know that further growth in an already busy sector is possible!”

One of the main hurdles remains infrastructure. Despite a strong effort from the private sector to leverage Malta’s unique selling points, the island’s limited size and resources create challenges. “Certain high-number events require a robust infrastructure that is geared to offer event guests or attendees a seamless experience,” Dr Cassar explains. The lack of sizeable indoor venues is a particular constraint, with only a handful of options available – most of which are constantly booked. Integrated venues that combine accommodation and event space are even scarcer.

Despite these limitations, Malta benefits from world-class historic venues, making its event offerings strong and unique for smaller-scale, high-quality gatherings. However, Dr Cassar warns that relying on creative solutions to transform non-event spaces into venues comes with risks, costs, and logistical challenges.

Challenges in attracting high-end international events

For Malta to attract a greater number of high-end international events, Dr Cassar stresses the need for an all-encompassing premium offering. “Unluckily, a 360-degree high-end offer is required to attract specific audiences, and this needs to include high-end accommodation, event venues and service, F&B offering, transportation, high-end leisure offering and much more,” he says.

Malta’s destination image also plays a crucial role. Dr Cassar points out that the country has tried to cater to both mass tourism and high-end visitors, but one comes at the expense of the other. “The image of Malta as a mass destination makes it even more difficult to attract high-end international attendees and organisers to the islands,” he explains. This dual approach may be diluting Malta’s appeal to premium event organisers, who seek exclusivity and luxury.

Connectivity is another factor limiting Malta’s competitiveness. Unlike other destinations with extensive land transport links, visitors can only reach the island by plane or ferry. While this is not necessarily a deal-breaker, Dr Cassar stresses that “increasing connectivity is crucial in order to keep Malta competitive.”

Carnival as a tourism opportunity

Beyond large-scale conferences and expos, cultural events like Carnival have the potential to boost tourism if marketed correctly. “Any event, if produced and marketed in the right way, can be an opportunity for tourism,” Dr Cassar states. He highlights that tourists seek authentic, destination-linked experiences rather than generic events that could take place anywhere in the world.

To elevate Carnival’s appeal, Dr Cassar suggests increasing production budgets and enhancing marketing efforts to target international audiences. “The element of culture needs to be clearly included, showcasing the history and culture of Carnival in Malta. Unless the event has unique elements linked to Malta, it will struggle to compete.”

Spin-off events, such as Carnival balls and themed dinners, also present an opportunity to attract special-interest tourists looking for exclusive experiences. These types of events could help strike a balance between the mass appeal of Carnival and the high-end offerings that Malta needs to develop further.

While Malta’s events industry has made great strides, Dr Cassar believes there is still room for growth. A stronger focus on infrastructure investment, clearer positioning in the global events market, and a more strategic approach to tourism will help Malta unlock its full potential as a premium destination.

For now, the country continues to balance its existing strengths – historic venues, vibrant cultural heritage, and strong industry collaboration – with its challenges. If these are addressed effectively, Malta could become a sought-after hub for high-end international events in the years to come.