The Malta Tourism Authority is collaborating to create the island’s first Nickelodeon-branded experiential tourism franchise.
The Nickelodeon Treasure Hunt Malta will take place at Easter, aimed at attracting families over the school holidays in April 2019.
The initiative is designed to drive awareness of and visits to Malta’s family-friendly attractions during off-peak shoulder months.
It is based around creating exclusive Nickelodeon experiences and rewards at selected attractions and will build upon the success of the annual Isle of MTV Malta live music event which has helped reposition the island as a youth travel destination over the past 12 years.
Official tourism data shows visitors aged under-24 have increased by 120% as a result and now account for a quarter of all inbound tourism.
Tourism minister Konrad Mizzi said: “This is an important tourism niche for Malta and we are committed to raising the bar. The Nickelodeon events and parade will also be enjoyed by Maltese children during the Easter holidays.”