Marketing

The Marketing Directorate at the MTA is made up of several units that all report to the Marketing Director. Each unit is responsible for specific regions that are important for Malta’s tourism. They also specialise in a particular segment, acting as the main point of contact for colleagues and industry partners in Malta and abroad. Their responsibilities are as follows:

Unit 1: Markets: UK, Ireland, India
Segment: Gastronomy & Wine

Unit 2: Markets: Germany, Austria & Switzerland
Segment: Gozo

Unit 3: Markets: France, Spain, Portugal, South America
Segment: Active – Sea, Active – Land, Military Tourism

Unit 4: Markets: Italy, Japan, South Korea, Africa
Segment: LGBTIQ+

Unit 5: Markets: Nordic Region & Benelux
Segment: Heritage

Unit 6: Markets: China, (Hong Kong & Taiwan), Singapore, CIS, Australia, MENA & Cyprus
Segment: ELT

Unit 7: Markets: Eastern Europe & Baltics

Unit 8: Markets: USA & Canada, Turkey, Greece, Israel, Balkans, Romania

These units stay in regular contact with MTA’s overseas offices and representatives in their assigned regions. This constant exchange helps the Head Office teams better understand each market, follow new trends, and identify what potential visitors are looking for. They also help plan marketing campaigns, take part in international travel fairs and events, prepare press trip programmes for specific markets, and support the work of the overseas network.

By organising the department around different regions and segments, each team becomes knowledgeable in its area and builds stronger relationships with overseas offices, as well as with trade partners, media, and other organisations in those markets.