The Malta Tourism Authority targets a number of different geographical markets as well as in terms of special interest audiences.

The MTA operates through a network of own and representative offices to implement its marketing plan in the various source markets. The
 International Marketing Directorate is entrusted with coordinating the overseas network activities, in its efforts to execute the plan and achieve the set targets and objectives. 

The authority operates own offices in LondonFrankfurt and Rome and has smaller branch and representative offices located in various other cities, both in Europe and beyond.

Special interest audiences that are particularly targeted include History & Culture, MICE, EFL, Sports, Diving, Weddings & Honeymoons, Film Tourism, Medical Tourism and LGBTIQ segments.

The island of Gozo is also given particular attention both as a fundamental component of Product Malta and as a distinct destination having a different set of characteristics and appeal.