Visit Malta has launched a new social campaign which is designed to promote the island to Gen Z and Millennial travellers from the US, Australia, Europe and Ireland.

The ‘Meet Me in Malta: The Social Bucket List’ campaign features gamified storytelling, real-time audience participation, and a creator cast curated for global social impact.

The campaign will see top TikTok creators complete a curated series of bucket list adventures across Malta. While audiences will be invited to guide the journey, voting in polls, solving clues, and influencing what happens next.

The social-first work is designed to inspire Gen Z and Millennial travellers to pick Malta over other popular Mediterranean destinations. It follows the successful roll out of a similar campaign 

Activities highlighted in the campaign will include crafting Gen Z horoscopes with local mystics and joining a traditional regatta crew in the Grand Harbour. Creators will post in real-time across TikTok and Instagram, with challenges framed as cryptic missions, designed to lean into Gen Z behaviours like trend-chasing, co-creation and chaotic spontaneity. 

Visit Malta hopes that the creators’ young followers will add Malta to their bucket lists, as well as the campaign aiding in the island's diversification of its tourism market by attracting new regions and emerging markets.

Carlo Micallef, CEO of the Malta Tourism Authority, explained: “VisitMalta believes that the future of tourism lies in emotional connection and cultural discovery and with ‘Meet Me In Malta’, we are inviting a new generation of travellers to engage with our islands in a way that is authentic, immersive, and community-driven.”

He continues: “By meeting the next generation where they are, on platforms like TikTok, we’re ensuring Malta and Gozo remain both relevant and remarkable on the world stage. This initiative is a strategic step in attracting quality tourism from emerging markets, by showcasing the very soul of the Maltese Islands through the voices and experiences of global creators.” 

Nick Seymour, co-founder at Komodo, added: “Younger audiences don’t want ads - they want experiences. With Meet Me In Malta, we’re turning travel marketing into entertainment. This campaign is about placing creators and their followers in the driving seat - solving clues, unlocking hidden gems, and discovering a version of Malta they won’t find in a brochure. Along with The Journey, this campaign represents a new era of influencer marketing, one that prioritises authenticity, engagement, and audience participation.”

He continued: “We’ve seen first-hand the power that influencers, social media and particularly TikTok can have on a destination and how creator partnerships are revolutionising marketing strategies, breaking traditional rules and delivering superior results.”