How the Power of Live Entertainment Can Put a Country on the Youth Travel Map

Experiential tourism, driven by the power of live entertainment and underpinned by global brands MTV and Nickelodeon, has proved to be highly successful in re-positioning Malta as a youth travel destination – with holidays to Malta amongst MTV viewers up +70% over the last five years – and in providing Malta with differentiation in the competitive family holiday market. This illuminating panel session, moderated by MTV VJ and host of Isle of MTV Malta, Becca Dudley, will explore the role of city branding in driving tourism, the importance of understanding consumer trends, attitudes and behaviours, the challenges of producing live music and entertainment events in an historic location and the benefits of close, collaborative, long-term partnerships.