Visit Malta has unveiled a new series spotlighting Malta as the new go to destination for Gen z and Millennial travellers.
Devised by social first agency Komodo, the new campaign ‘Meet Me in Malta: The Social Bucket List’ targets young travellers from the US, Australia and Europe.
“Younger audiences don’t want ads, they want experiences.” said Nick Seymour, co-founder at Komodo.
“With Meet Me In Malta, we’re turning travel marketing into entertainment. This campaign is about placing creators and their followers in the driving seat, solving clues, unlocking hidden gems, and discovering a version of Malta they won’t find in a brochure. Along with The Journey, this campaign represents a new era of influencer marketing, one that prioritises authenticity, engagement, and audience participation.”
He added: “We’ve seen first-hand the power that influencers, social media and particularly TikTok can have on a destination and how creator partnerships are revolutionising marketing strategies, breaking traditional rules and delivering superior results.”
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The marketing drive features a series of TikTok videos featuring “top” creators from the platform visiting locations across the country such as Valetta, Comino and Mdina. It will be posted in real-time across TikTok and Instagram and viewers can guide the journey by voting in polls and solving clues.
Carlo Micallef, CEO of the Malta Tourism Authority, said: “Visit Malta believes that the future of tourism lies in emotional connection and cultural discovery and with ‘Meet Me in Malta’, we are inviting a new generation of travellers to engage with our islands in a way that is authentic, immersive, and community-driven.
“By meeting the next generation where they are, on platforms like TikTok, we’re ensuring Malta and Gozo remain both relevant and remarkable on the world stage. This initiative is a strategic step in attracting quality tourism from emerging markets, by showcasing the very soul of the Maltese Islands through the voices and experiences of global creators.”
