James Cassar says Malta needs ‘Total Conference Product mix’ to attract major events  

242.group Managing Director James Cassar said Malta needs to have a ‘Total Conference Product’ mix in place to reach its target of attracting more major international conferences and events to its shores.  

Under the Vision 2050 strategy, the Maltese Government has set a target to host five major international conferences and events a year by 2035, with each attracting at least 7,000 delegates.

Dr Cassar, who earned his PhD researching how destinations can become attractive to conference tourism, told MaltaCEOs.mt that while the target is ambitious, it is also achievable “with the right level of investment and the right frame of mind.”

“This requires heavy networking at the right destinations and events, backed up by a strong marketing campaign and a good quality product that aligns with the clients and events we are aiming to attract,” he said. 

He pointed out that Malta’s main challenges in attracting conference tourism are largely infrastructural, but distinguished between challenges that can be addressed, such as developing a properly equipped event venue, and those that can only be mitigated, like the island’s insularity and size.

Dr Cassar argued that the ‘Total Conference Product’ mix must be in place when ‘selling’ a destination for large-scale conference events.  

This mix includes uncontrollable factors, such as the location’s climate, perceived safety, cultural and historic attributes that make the destination attractive, and perception in terms of business networking – elements that could work in Malta’s favour.

However, there are also controllable factors, such as the standard and location of accommodation and event venues, the amenities they offer and the possibility of integrating both accommodation and venue into a single experience.

Other controllable factors include entertainment options close to the venue, the availability of direct flights, VISA entry challenges, and transport within the destination. 

The Maltese Government has pledged to build a new conference and expo centre and Prime Minister Robert Abela has suggested it could be in Ta' Qali, on the site currently occupied by the Malta Fairs and Conventions Centre (MFCC)

Dr Cassar argued that it would be best to develop such a centre with its own integrated accommodation or located close to existing hotels.

“This will not only act as a point to help attract such events, but will also reduce, if not remove, the challenges related to large-scale conference in the current Maltese scenario,” he said, a reference to the traffic gridlock that major events tend to generate. 

Photo: James Cassar/LinkedIn