MTA Sponsors MICE initiative at the Arena di Verona

Between the 12th of July and the 7th of August, the Malta Tourism Authority was one of the sponsors of a MICE (Meetings Incentives Conferences Events) initiative revolving around the summer opera season at the Arena di Verona.

For 16 nights, 160 MICE buyers and decision makers per night were invited to attend an opera performance at the Arena (alternating between the Aida, Turandot, Carmen and Barbiere di Siviglia). All invitees were given promo packs, including promotional materials related to Malta and Malta’s MICE offer. Malta’s involvement in this initiative came about following a meeting that was held recently in Milan, attended by Parliamentary Secretary for Tourism, Dr. Mario Demarco and MTA CEO, Josef Formosa Gauci. Commenting on the Malta involvement in this initiative, MTA’s Director, Southern Europe, Simon Kamsky, said that “although the MTA is one of the ‘smaller’ sponsors of this initiative, the exposure and coverage that we are getting with over 2500 MICE buyers is substantial. There is also the branding-by-association element to take into consideration which, in the circumstances, provides quite an impact”. This sponsorship is in line with the MTA's plan to increase Meetings, Incentives, Conferences and Events from Italy, by positioning Malta's brand with other top brands and high level cultural events. Main sponsors of the Arena di Verona initiative were well-known Italian companies Unicredit, Gattinoni, Blue Panorama Airlines and Ferrarelle.