The Malta Tourism Authority, through its VisitMalta brand, has successfully concluded its multi-faceted Malta Day promotional project in Manchester, delivered in collaboration with Manchester United and extended through Malta’s participation at the Destinations Travel Show 2026, held at Manchester Central from Thursday 15th to Sunday 18th January 2026.
Malta Day formed the centrepiece of a broader destination marketing initiative aimed at reinforcing Malta’s visibility in the UK market through high-impact sports partnerships, city-wide branding and consumer-facing engagement. Anchored around the Manchester United vs Manchester City fixture at Old Trafford, the project delivered significant exposure for Malta across stadium, broadcast, hospitality and urban environments.
Beyond matchday, the Malta Tourism Authority extended its presence in Manchester through active participation at the Destinations Travel Show 2026, welcoming over 30,000 visitors to the VisitMalta stand over the four-day exhibition. The stand provided an opportunity to engage directly with potential travellers, presenting Malta and Gozo’s diverse tourism offering, including culture and heritage, gastronomy, lifestyle experiences and year-round travel.
"A Perfect Holiday" comments Manchester United Legend Wes Brown about his Previous Trips to the Maltese Islands
On Friday 16th January, visitors to the VisitMalta stand were treated to a live culinary demonstration by a Maltese chef, showcasing the preparation of traditional Qassatat. Attendees were invited to taste the freshly prepared savoury pastries while learning about the ingredients, preparation process and cultural significance of this iconic Maltese dish, creating a strong sensory connection to the destination.
Further strengthening the Malta Day programme, visitors to the VisitMalta stand on Sunday 18th January had the opportunity to meet former Manchester United player Wes Brown, whose presence attracted strong footfall and engagement throughout the day. The appearance reinforced the link between Malta’s international sports partnerships and its destination marketing initiatives.
Manchester United legend Wes Brown also commented on Malta as a prime touristic destination and a key hub for sports tourism, reminiscing his time back when Sir Alex Ferguson recommended the destination as a must visit, on to his later days when he visited the Islands again and plans to do so with his family this year; “Sir Alex Ferguson, when I was 19, told me I had to go visit the Maltese Football Association, and meet the supporters’ club. I didn’t realise it is the oldest supporters’ club Manchester United have in the world. I will definitely be going back in the Summer with my family as well. Nicest people I’ve ever met, it was free flowing; a perfect holiday”.
Reinforcing our Appeal as a Destination that Delivers Quality Experiences Throughout the Year
Deputy Prime Minister and Minister for Foreign Affairs and Tourism Hon Ian Borg said:
“The ‘Malta Day’ initiative exemplifies our strategic approach to destination promotion, leveraging world-class partnerships to enhance Malta’s international visibility within key source markets. Collaborations such as this with Manchester United allow us to reach global audiences through powerful platforms that combine sport, culture and travel inspiration. By showcasing Malta’s unique heritage, lifestyle and year-round tourism offering, we continue to strengthen our positioning as a top Mediterranean destination while supporting sustainable growth for our tourism sector.”
Mr. Carlo Micallef, Chief Executive Officer of the Malta Tourism Authority, added:
“The Malta Match Day event reflects our commitment to translating brand partnerships into productive destination engagement. By integrating high-impact sports partnerships with on-the-ground activations, culinary experiences and direct consumer interaction, we are able to present Malta and Gozo in a compelling and authentic way. This approach allows us not only to inspire travel, but to connect audiences with the depth and diversity of Malta and Gozo’s tourism offering, reinforcing our appeal as a destination that delivers quality experiences throughout the year.”
Promoting the Maltese Islands in Key Source Markets
Together, the Malta Day activations - which also included extensive VisitMalta advertising across Old Trafford and Manchester centre, including key locations around Manchester Central - and Malta’s presence at the Destinations Travel Show 2026, formed a cohesive, high-impact campaign, combining global sports exposure with direct consumer engagement. This integrated approach reflects the Malta Tourism Authority’s ongoing strategy to leverage major international platforms and partnerships to promote Malta and Gozo as leading Mediterranean destinations within key source markets.
The Malta Tourism Authority looks forward to building on this momentum through continued strategic collaborations such as the one with Manchester United Football Club, and innovative destination marketing initiatives across the globe.
