Ed Zammit

Q: You have had a long and varied career in Maltese
hospitality. What would you say are your key highlights
to date?
A: My career has been closely linked to the MICE sector
since 1992, covering international meetings, incentives,
and large-scale events. One standout highlight was
delivering a complex 3,000-delegate incentive in Malta
during a snap election—an experience that tested
resilience, coordination, and the destination’s capability
under pressure. Another defining milestone was
managing the main stage for the Coronation Diamond
Jubilee of Queen Elizabeth II at Buckingham Palace. It
was an exceptional honour and remains one of the most
prestigious moments of my career.

Q: Tourists are constantly seeking experiences, how
does your role at Teatru Manoel enhance Malta’s
offering?
A: We focus on curating experiences that combine
heritage, artistry, and atmosphere. Our aim is to offer
visitors an authentic sense of place through a balanced
cultural programme and immersive encounters that go
beyond traditional performances. By working closely
with the hospitality sector, we create bespoke packages
and exclusive events that allow guests to connect deeply
with Malta’s cultural identity. The theatre becomes a
meaningful part of the visitor journey.

Q: What opportunities exist for closer collaboration
between the theatre and the hospitality sector?
A: There is strong synergy between culture and
hospitality, with clear potential for deeper collaboration.
By partnering with hotels, DMCs, and event organisers, we
can design seamless experiences that combine meetings,
heritage, and performance. The theatre’s unique spaces
allow for tailored, immersive programmes—from private
daytime visits to curated evening events. This integrated
approach elevates hospitality through culture, creating
cohesive, high-quality experiences that are both
memorable and distinctly Maltese.

Q: How does Teatru Manoel enhance Valletta’s appeal
for discerning travellers, including cruise and MICE
visitors?
A: Teatru Manoel adds cultural depth and exclusivity to
Valletta’s evolving high-end offer. As one of Europe’s
oldest working theatres, it provides a unique setting for
boutique hospitality, luxury cruise experiences, and MICE
events. Through private access, curated performances,
and bespoke gatherings, the theatre delivers refined,
immersive moments. It places culture at the heart of
the visitor experience, helping position Valletta as a
sophisticated and distinctive destination.