Carlo Micallef

Chief Marketing Officer & Deputy CEO

Malta Tourism Authority (MTA)

Public Entity
Public Entity

Malta Tourism Authority (MTA)

Malta

"If you’re going through hell, keep going (Winston Churchill)"

Business Profile

Having joined the Malta Tourism Authority (then known as the National Tourism Organisation Malta) in 1997, I progressively occupied all positions in the MTA’s Marketing Directorate. I have held key positions within the MTA’s International Marketing Directorate throughout the 10 record years of tourism and, since assuming the position of CMO, I embarked on initiatives to refresh the MTA’s marketing set up, Branding, PR and advertising activity overseas. These changes contributed to Malta & Gozo’s best years ever in tourism, with double digit growth year on year in tourist arrivals and achieving record growth in income from tourism and tourist bed nights. During this period, the MTA in cooperation with the Industry also achieved key objectives of a higher rate of growth in tourism in the winter months as well as strong diversification of source markets.

Business Activities

  • Chairman, Board of Governors, Institute of Tourism Studies

Previous

  • 1997–1999: Hospitality Executive, MTA
  • 1999–2001: Manager Hospitality Division, MTA
  • 2001–2003: Senior Manager Marketing, MTA
  • 2003–2006: Director MTA, Benelux & Scandinavia
  • 2007–2011: Segment Head Cruise & Emerging Markets, MTA
  • 2011–2014: Group Head Segments Marketing, MTA
  • 2014-Present: Chief Marketing Officer, MTA
  • 2018-Present: Deputy CEO, MTA

Education

  • 1992: Bachelor of Commerce, University of Malta
  • 1993: BA (Hons) Management, University of Malta
  • Participated in numerous innovative and contemporary tourism marketing workshops, fora and masterclasses

Society

Official Partners

  • GO
  • mca
  • PTL
  • trade
  • HBSC
  • Edward Lowell
  • C Fino & Sons