Watch: Malta's conference strategy sustains winter tourism
In a recent episode on SiGMA TV, Business to Government series, Tony Zahra, President of the Malta Hotels and Restaurants Association, sets out a clear plan to keep Maltas tourism economy energised all year. Zahra explains why meetings, incentives, conferences, and events (MICE) are more than a helpful shoulder-season boost: they are a central pillar of national growth. His remarks highlight the scale of opportunity when world-class organisers, such as?the SiGMA Group, bring thousands of high-spending delegates to the islands during the quieter months, and why a structured winter conference calendar could redefine market stability for hoteliers, restaurateurs, and the wider supply chain.
SiGMA powering Malta conference strategy
Zahra leaves no doubt about the sectors weight. The MICE business is significant for our five and four-star hotels during the winter period. With leisure arrivals dipping after summer, conference traffic secures occupancy, employment, and cash flow at a critical time. He singles out SiGMA as a standout partner: Sigma has been an extremely important conference organiser and it has delivered to Malta many conferences over the years.
The economic uptick is immediate and measurable. Delegates typically stay three, four or five days the impact is much more than the normal holiday tourist. Longer stays mean extended use of quality restaurants, specialist retailers and cultural attractions, injecting revenue across multiple sectors. For Zahra, sustained collaboration with global brands like SiGMA cements Maltas position as a trusted hub for technology, finance and gaming gatherings, while reinforcing the archipelagos connectivity through its national airline and expanding route network.
Weekly events sustain winter tourism
The MHRA chief sets an ambitious target: If we can arrange to have one big event every week during the winter from November to March, I think we would be in heaven. A dependable events rota would transform seasonal volatility into predictable demand, enabling hotels to plan staffing, suppliers to scale their operations, and the government to forecast tax intake with greater precision.
Zahra also urges diversification of source markets. Annual medical, fintech and sustainability congresses, he says, should be encouraged to build on a number of conferences that bring in traffic regularly every year without having to find new customers. His message is pragmatic: by anchoring signature gatherings and courting specialist sectors, Malta can secure occupancy levels above 60 percent even in mid-January while strengthening its reputation for professional service and Mediterranean hospitality.
The interview highlights a simple truth: structured MICE tourism is the most effective tool for leveraging Maltas mild winters as a competitive advantage, sustaining jobs, and spreading visitor spending across the community. Follow the entire conversation on the to hear Zahras complete blueprint, and stay tuned for the SiGMA Euro-Med summit in Malta from September 1 to 3, where the dialogue on year-round conference growth continues.
