EUROPE DESTINATIONS Get the party started Malta is embracing the music scene with its annual Isle of MTV festival, finds Ronan O’Shea

here’s a palpable air of youth front of me is emblematic of Radisson Blu hotel, it’s Derulo this year’s event, thanks to his Tin Valletta this evening, the direction in which Malta is who sums up how many feel love of the island. as thousands of people dance heading. about Malta these days. along to a song by British DJ I’m on the island for the Isle of “It’s a paradise that a lot of w YOUNG AT HEART Sigala that I’m neither cool MTV Music Week. Once a single- people don’t know about,” he While the star’s fellow Americans enough nor young enough to evening event, it has evolved into says. “When I said I was going to might not be familiar with Malta, recognise. a week-long affair, though the Malta a lot of people were like, the same can’t be said for Britain, The sun is descending over concert in The Granaries remains ‘where is that?’. It’s a beautiful which remains the island’s main St Publius Parish Church – the the big draw with acts such as place surrounded by water. I’m tourism market with a visitor backdrop to the town’s famous Paloma Faith, , Sigala and a beach baby so anywhere I can share of 26.2%. il-Fosos (The Granaries) Square, Hailee Steinfeld joined by Jason get some water, I’m there – count However, one of the big a storied meeting place that once Derulo, the headliner for 2018. me in.” changes, engendered in part hosted Pope John Paul II – and Speaking to me on a balmy Derulo has performed at the thanks to events such as Isle the swelling summer crowd in Wednesday afternoon at the show before and came back for of MTV, is the shift in the

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w MALTESE MOMENTS There’s certainly no shortage of Isle of MTV 2019 Malta remains popular activities on the island. Capital with older visitors, Valletta has carved out a name Isle of MTV, now in its 13th year, is returning from July 9-14, for itself as a standalone city- kicking off with an open-air event in Il-Fosos Square, but is increasingly break destination in recent followed by a week of live music at venues across the island. gearing itself towards years, and was named European Dutch DJ and Grammy-nominated singer- younger tourists Capital of Culture in 2018. songwriter (pictured) will headline the free Attractions include the 16th- concert, which takes place from 3pm to 11pm on July 9. century St John’s Co-Cathedral “I can’t wait to be back in Malta for Isle of MTV,” said and Grand Master’s Palace, the Garrix. “Last time was LEFT: Jason Derulo leafy Upper Barrakka Gardens epic and I’m looking and Valletta Contemporary, a forward to an even BELOW: gallery that opened last year. bigger and crazier crowd Blue Lagoon As well as the capital, the this year.” OPPOSITE: Megalithic Temples and the Hal Tickets are free, but St John’s Co-Cathedral Saflieni Hypogeum are listed as must be secured in Unesco World Heritage Sites, popular nightlife spots and home to that’s a price worth paying to see the advance. Isle of MTV each providing a window into several bars, clubs and restaurants. unique beauty of the beach. Music week packages, age demographic. While Malta tourist. It has the history and in bookings from under-24s. ancient civilisations, while there One of its most-photographed And after a night out at Isle of MTV, adding access to the remains popular with older heritage, as an island. They Tourism minister Konrad Mizzi are more than 360 churches for attractions is the Blue Lagoon. kicking back on the beach might be front-of-stage area visitors, it’s increasingly – and wanted to break into that says: “Isle of MTV has worked in those interested in the history of Situated between the unpopulated just what partygoers need. and other music week purposefully – gearing itself younger tourist demographic; moving into the younger tourism Christianity on the island. island of Comino and the islet of Book it: Mercury Holidays offers events, start at €115 for towards younger tourists. ultimately, that was our brief.” market, which accounts for about Sun lovers need not fear, Cominotto, the beach is famous for its three nights’ B&B at the four-star La standard access, or €165 Russell Samuel, vice-president It seems to have worked, with 25% [of total visitors] now, which though, with a handful of azure waters and popular for diving, Falconeria in Valletta from £470 per for a VIP package. of creative and integrated live-music events attracting is good. popular sandy beaches snorkelling, swimming and sunbathing. person, flying from Gatwick on July 11. isleofmtv.com marketing at Viacom International attention from younger people. “Other events target specific including Mellieha Bay, Ghajn Its popularity can make it crowded, but mercuryholidays.co.uk Media Networks, was one of Samuel reports that holiday markets, such as Annie Mac’s Tuffieha and Golden Bay. those entrusted by the Malta bookings to Malta by MTV Lost & Found festival. MTV is According to Mizzi, there are Tourism Authority to promote the viewers have increased by our anchor event for the season. plans to extend Mellieha Bay island’s youth appeal. 70% in the past five years, Events are important to ensure by 30 metres out to sea, with He says: “Malta was renowned with Ministry of Tourism figures people have things to do while extensions at Balluta in St as a destination for the older revealing a significant spike here in Malta.” Julian’s, one of Malta’s most PICTURES: VIEWINGMALTA.COM; ANTHONY HARVEY; SHUTTERSTOCK ANTHONY HARVEY; PICTURES: VIEWINGMALTA.COM;

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