Thanks to the proactive strategy employed by the Ministry of Tourism, the Malta Tourism Authority (MTA) and Air Malta, the…
Thanks to the proactive strategy employed by the Ministry of Tourism, the Malta Tourism Authority (MTA) and Air Malta, the Mediterranean island destination ended 2002 with much better results than initially expected. Final results for August showed a 4,000 increase over the provisional number of arrivals published in Malta`s Economic Survey. A further 3,000 visitors were recorded for September. October returns were an all-time record and, together with those for November and December, should show an overall increase of around 20,000 more visitors than in Q4 2001.
We had originally forecast losses of just over 7 per cent, said Dr Michael Refalo, Malta`s Minister of Tourism. These have now been limited to below 4 per cent. This welcome turnaround is thanks to the corporate effort by all involved in the industry.
The Minister said that the Malta Tourism Authority`s publicity for 2003 revolved round the theme that Malta was a fun place to visit. Dr Refalo stressed the importance of hospitality and a welcome smile – not just from hotel and restaurant staff but from all those who come into contact with tourists.
We have a great reputation for hospitality towards visitors. A welcome smile enhances that reputation and makes our guests feel wanted and at home among us. Many have holidayed in Malta 50 or more times. They ascribe their mania for Malta to friendships made and fun had with Maltese families and hotel staff. This is what success in tourism is all about. The Maltese people play a determining part in the industry`s success.
The MTA`s TV advertising campaign was initially screened on BBC, Sky and Granada but, from 3 January, the campaign started to run on the Travel and Discovery Channels.
The Minister emphasised that Malta is a fun place for all ages. Senior citizens look for more than high tea and bingo. They have more time, money and a wish to know more about the countries they visit. Malta is a stable and peaceful country with a wonderful heritage and a great cultural offer. Moreover Ecotourism Year 2002 had developed a number of new features including walking trails and cycling routes for today`s active senior citizens.
Malta is a safe country and an ideal venue for families with young children. These make up the bulk of potential visitors from the UK, Germany, the Benelux and Scandinavia. MTA policies for new properties specifically target this group to ensure appropriate in-resort facilities.
Turning to the youth market Minister Refalo said that students on English language study tours normally stay with host families, but a number of 20 year-olds and over preferred to stay in hotels and guesthouses. Malta can attract more young people than those who come to study English. We want our guests to have something to do, have fun and enjoy themselves.
Malta does not want, or need, to copy Ibiza or Aya Napa, but the party and entertainment scenes offer great possibilities for youth tourism. Prospects for 2003 are more encouraging than this time last year, the Minister said. All things being equal he anticipates that 2003 returns could wipe out 2001 and 2002 deficits and be close to record year 2000.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
