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Live the dream: The MTV tie-up redefining Malta

Live the dream: The MTV tie-up redefining Malta

Destinations interested in appealing to the youth travel market are advised to attend a session at WTM London which highlights how the Isle of MTV Malta has boosted the Mediterranean island’s tourism industry.

Russel Samuel, Vice President, Creative and Integrated Marketing at Viacom Velocity International, and Minister Konrad Mizzi, Malta’s Minister for Tourism, will talk through the data points and share examples of best practice that other destinations can consider.

Topics such as hosting a live event in a historic location, city branding, partnerships and working with local authorities will be discussed.

Malta expanded its partnership with Viacom with the Nickelodeon Treasure Hunt Malta this April. Events included searching for SpongeBob SquarePants at the National Aquarium and joining the pizza-loving Teenage Mutant Ninja Turtles at Is-Suq Tal-Belt food market.

The sessionHow the Power of Live Entertainment Can Put a Country on the Youth Travel Map –  is moderated by Becca Dudley, known for her time as MTV’s lead presenter, Glastonbury DJ sets and shows on Apple Music’s international station Beats 1. She is also an ambassador for MTV’s AIDS charity, Staying Alive.

Laura Hamilton, a presenter for Channel 4’s ‘A Place in the Sun’ show will also contribute.

WTM London Senior Exhibition Director Simon Press said: “There’s a lot of talk around Gen Z, experiential tourism and youth travel in general. The MTV partnership has opened up Malta to that segment and the stats prove this.

“WTM is all about sharing actionable insights to help travel businesses and destinations grow, find new markets, form new partnerships. This session represents what we want to achieve.”

The hour-long session takes place on Wednesday, November 6, 2019, starting at 13:15.

As a taster for the session, Russell Samuel took part in the latest WTM Insights Podcast, talking about how pop culture, in general, is driving tourism.

To listen to the podcast and for links to download the episode via Spotify or iTunes, click here.

World Travel Market (WTM) portfolio comprises eight leading B2B events across four continents, generating more than $7 billion of industry deals. The events are:

WTM London, the leading global event for the travel industry, is the must-attend three-day exhibition for the worldwide travel and tourism industry. About 50,000 senior travel industry professionals, government ministers and international media visit ExCeL London every November, generating about £3.4 billion in travel industry contracts.

Next event: Monday, November 4 – Wednesday, November 6, 2019 – London #IdeasArriveHere

Reed Exhibitions is the world’s leading events business, enhancing the power of face-to-face through data and digital tools at more than 500 events a year, in more than 43 countries, attracting more than seven million participants. Reed’s events are held in the Americas, Europe, Asia Pacific and Africa and organized by 41 fully staffed offices. Reed Exhibitions serves 43 industry sectors with trade and consumer events. It is part of RELX Group plc, a world-leading provider of information solutions for professional customers across industries.

Reed Travel Exhibitions is the world’s leading travel and tourism event’s organizer with a growing portfolio of more than 22 international travel and tourism trade events in Europe, the Americas, Asia, the Middle East and Africa. Our events are market leaders in their sectors, whether they are global and regional leisure travel trade events, or specialist events for meetings, incentives, conference, events (MICE) industry, business travel, luxury travel, travel technology as well as golf, spa and ski travel. We have more than 35 years’ experience in organizing world-leading travel exhibitions.

eTN is a media partner or WTM London.

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