WTM Latin America: Francesca Vincenti, Senior Marketing Manager at VisitMalta — Malta positions itself as a high-value Mediterranean destination year-round

The destination is focusing on culture, heritage, MICE and sustainable tourism as key strategic pillars for growth in the region.

In this interview, VisitMalta highlights how innovation, partnerships and responsible tourism are shaping its global strategy.

Travel2Latam: What new initiatives is VisitMalta bringing to WTM Latin America and what is being presented specifically to the Latin American market?

Francesca Vincenti: At WTM Latin America, VisitMalta is presenting Malta as a high-quality Mediterranean destination all year round. For travelers interested in heritage, culture, events or sports, the shoulder season is highlighted as the best time to visit. This approach aligns with the national strategy of shifting from volume tourism to value-driven tourism.

For Latin America, the focus is on culture, heritage, gastronomy, sports, diving and experiential travel, supported by a strong English-language learning offering and the islands’ compact geography, which allows for diverse itineraries even on short stays. We also reinforce Malta’s positioning as a safe, welcoming and unique Mediterranean destination within the European Union.

Travel2Latam: How is Malta positioning itself in the MICE segment?

Francesca Vincenti: Malta positions itself as a high-quality MICE destination, combining professional infrastructure with truly distinctive experiences. The strategy prioritizes high-value corporate groups, offering historic venues, UNESCO sites, premium hotels and tailored cultural programs, all within short travel distances.

The incentives segment aligns with Malta’s goal of attracting higher-spending visitors while encouraging off-peak travel and delivering meaningful, memorable experiences.

Travel2Latam: How is technology enhancing the visitor experience?

Francesca Vincenti: Digitalization is a key pillar of Malta’s tourism strategy. Technology is used to enrich destination interpretation throughout the travel journey, from planning to on-site experience and accessibility, through digital content, smart tools and immersive storytelling.

The goal is to support more informed, personalized and engaging itineraries, improve visitor flow management and enhance overall satisfaction.

Travel2Latam: How does VisitMalta work with partners in Latin America?

Francesca Vincenti: We work closely with trade partners through joint marketing agreements, training initiatives, content support and targeted campaigns, ensuring Malta is well positioned across key segments.

Our strategy promotes inclusive tourism and niche segments such as luxury, LGBT+, senior travel and corporate travel, all aligned with a high-quality positioning in gastronomy, heritage, MICE and religious tourism.

These partnerships ensure that Malta’s offering is well understood, effectively marketed and aligned with market expectations, supported by direct marketing and air route development initiatives.

Travel2Latam: How is Malta addressing sustainability?

Francesca Vincenti: Sustainability is embedded across Malta’s tourism strategy, guided by the principles of recover, rethink and revitalize. The focus is on reducing pressure on resources, improving quality of life and protecting cultural and natural assets.

We promote responsible visitor behavior, diversification of tourism offerings, workforce development and off-season travel to ensure balanced and resilient growth.

Reporting and photo: Mary de Aquino.