MTA Partnerships
The Brand Partnerships & Innovation Directorate enhances Malta’s global tourism appeal through strategic collaborations and creative initiatives. It builds partnerships with international brands, such as Team Polti VisitMalta and Manchester United, to boost Malta’s profile as a top-tier travel destination. Through digital platforms and innovative activations, the department ensures Malta remains competitive and appealing to global travellers.
Team Polti VisitMalta
Sports tourism is a key element of Malta’s tourism strategy, with the VisitMalta brand becoming an integral part of the newly named Team Polti VisitMalta. This partnership reinforces Malta’s reputation as a premier cycling destination, integrating Malta’s landscapes and training conditions into the global cycling community. Maltese riders Aidan Buttigieg, Luke Borg, and Jacob Schembri have gained international exposure through this collaboration. The partnership also attracts high-profile cycling events and training camps, further amplifying Malta’s visibility among cycling fans worldwide.
Manchester United
Malta’s connection with Manchester United spans over six decades, with the Malta Manchester United Supporters’ Club being one of the oldest globally. In 2019, VisitMalta became the club’s official destination partner, significantly increasing Malta’s visibility through digital platforms, social media, and Old Trafford promotions. Initiatives like hosting the Manchester United Women’s winter training camp in Malta and Malta Day at Old Trafford showcase Maltese culture and tourism to a global audience, strengthening engagement with the club’s extensive fanbase.
Malta National football teams
Football plays a crucial role in Malta’s sports tourism growth. The Malta Tourism Authority and the Malta Football Association work together to promote sports tourism and develop football facilities. The VisitMalta logo appears on the national team kits, enhancing international exposure. This collaboration strengthens Malta’s position as a leading European sports tourism destination.