A Malta Tourism Authority (MTA) campaign aimed at young travellers has earned international acclaim, being named one of the Top five performance marketing campaigns of the week by global marketing publication PMW.
The campaign – titled Meet Me in Malta: The Social Bucket List – is a social media-driven initiative targeting Gen Z audiences in the United States, Australia, and Europe. Designed to foster authentic emotional connections with Malta’s cultural offerings, the campaign features a curated group of high-profile TikTok and Instagram creators documenting their experiences across the islands in real time.
The initiative has been praised by industry publication Performance Marketing as a case study in effectively engaging younger audiences.
Komodo, the agency appointed by MTA to manage the campaign, selected the influencers based on their audience reach, engagement, and follower demographics, aligning with the MTA’s strategic goals.
According to Tourism Minister Ian Borg, the influencers were not directly paid by the MTA, and the campaign ultimately generated more deliverables than originally contracted.
While the exact cost of the campaign remains undisclosed due to a commercial confidentiality clause, Dr Borg confirmed in a recent parliamentary reply that the agreement with Komodo included minimum content deliverables, which were exceeded.
Commenting on the strategy, Komodo co-founder Nick Seymour said, “Younger audiences don’t want ads, they want experiences. We’ve seen first-hand the power that influencers, social media and particularly TikTok can have on a destination and how creator partnerships are revolutionising marketing strategies, breaking traditional rules and delivering superior results.”
The campaign showcases TikTok creators visiting iconic Maltese locations such as Valletta, Comino, and Mdina.
@nottrebeca Malta mini vlog 💌💌💌 invited by @visitmalta ♬ original sound – beca oliveira
The content was posted in real time on TikTok and Instagram, and activities range from crafting Gen Z horoscopes with local mystics to joining a traditional regatta crew in the Grand Harbour, all framed as cryptic missions that mirror Gen Z’s preference for spontaneity, trend-hopping and co-creation.
Influencers involved in the campaign include:
- Sina Deinert – 4.4M Instagram followers, 6.3M on TikTok
- Beca Oliveira – 705K Instagram, 3.4M TikTok
- Georgia McCudden – 367K Instagram, 2M TikTok
- Nelson Chuk – 274K Instagram, 1M+ TikTok
- Jack Coopxr – 66.7K Instagram, 879K TikTok
- Charleen Murphy – 331K Instagram, 294.1K TikTok
MTA CEO Carlo Micallef said the campaign aligns with the authority’s long-term vision of tourism. “Visit Malta believes that the future of tourism lies in emotional connection and cultural discovery, and with Meet Me in Malta, we are inviting a new generation of travellers to engage with our islands in a way that is authentic, immersive, and community-driven.”
The campaign also reflects a broader trend of tourism bodies globally turning to experience-led, digital-first marketing in a bid to remain relevant among younger demographics.
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