The rebranding of the Festivals Directorate as Festivals Malta is one of the key actions (Action 11) in Arts Council Malta's Strategy2020. Launched in December 2015, Strategy2020 proposed the establishment of Festivals Malta, including the Carnival Experience, as part of the Valletta 2018 legacy programme.
The hiving off of Festivals Malta from its ‘mother entity’, Arts Council Malta is a strategic attempt to facilitate the growth of more than 158 separate activities across eight festivals and five national events, leveraging a team of 20 talented, passionate and dedicated professionals along with eight artistic directors, who shape the current festivals directorate responsible for the programme of Arts Council Malta.
Festivals Malta will drive for greater focus on excellence in the execution of festivals and will create a unique brand identity around this sector. It will also be the organisation responsible for the implementation and running of the EU-funded Carnival Experience project, a tremendous opportunity to create a ‘year-round’ carnival experience… as well as the implementation of the Rock Hub which will be an incubator for emerging musicians and bands.
Furthermore, Festivals Malta will enable cooperation between events and festivals, regardless of their source, to promote artistic expression, cultural excellence and democratic expression, and this same cooperation will be tapped into to create economies of scale between festivals.
Festivals Malta will also be a focal point for outreach to other international festivals, providing opportunities for local talent while also bringing new and innovative ideas to Malta.
Festivals Malta will create Malta’s global brand as that of a ‘festival island’, building on our authenticity and hospitality – a place where people travel to enjoy their favourite performing art.
The key objectives for Festivals Malta up to 2020 are to: