Malta is popular with sun-seekers and cultural enthusiasts and is increasingly attracting a younger market segment too. Images courtesy of Malta Tourism Authority.
At the opposite end of the spectrum, the country is also gaining traction as a destination for younger holidaymakers thanks to its growing clubbing scene and the fact that Malta has hosted music channel MTV’s ‘Isle of MTV’ festival for four consecutive years.
It hasn’t always been this way,
however. Just two decades ago, British pensioners, who would book operator-led holidays on the main island for a fortnight in the summer and up to
www.routesonline.com
six weeks in the winter, dominated Malta’s tourism industry. “We used to have an image of a destination where grandparents went on holiday,” admits Josef Formosa Gauci, chief executive of the Malta Tourism Authority (MTA). “That perception has changed. We’re now viewed as a destination for city breaks, history, culture and fun.” The shift, says Formosa Gauci, can be attributed to two factors: an ongoing marketing campaign by the MTA to
appeal to a wider demographic, and recent efforts by both the MTA and Malta International Airport (MIA) to increase not only the volume and type of airlines serving the island, but also the number of routes operated by those carriers.
Landing new LCCs
“Although there is some limited transport by sea, the only real way of getting to Malta is by air,” Formosa
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