Malta Day in Manchester Drives Major Tourism Boost for VisitMalta

A wide‑reaching promotional campaign by the Malta Tourism Authority (MTA), delivered through its VisitMalta brand, has successfully concluded in Manchester following a week of high‑profile activations tied to Malta Day and the Destinations Travel Show 2026.

Centred around the Manchester United vs Manchester City derby at Old Trafford, the Malta Day initiative formed the core of a broader marketing strategy designed to strengthen Malta’s presence in one of its most important tourism markets. Extensive stadium and city branding, hospitality activations and broadcast visibility ensured strong exposure for the Maltese Islands.

Beyond matchday, VisitMalta welcomed more than 30,000 visitors at the Destinations Travel Show, where Malta and Gozo were showcased through culture, gastronomy, heritage and year‑round travel experiences. A live demonstration of traditional Qassatat and an appearance by Manchester United legend Wes Brown drew significant attention, reinforcing the link between Malta’s sports partnerships and tourism promotion.

Deputy Prime Minister Ian Borg and MTA CEO Carlo Micallef both highlighted the campaign as a model of strategic destination marketing, combining global sports platforms with direct consumer engagement. The MTA now aims to build on this momentum through further international collaborations.

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