INTERVIEW MALTA TOURISM AUTHORITY
maltaspeaks ALEX
INCORVAJA Director, UK & Ireland Malta Tourism Authority 020 8877 6990 offi
ce.uk@
visitmalta.com www.visitmalta.com
Where to Book it Belleair Holidays 0845 365 3412
www.belleair.co.uk/agents Seven nights at the four-star Ramla Bay Hotel costs from £412.50pp based on two sharing on a B&B basis, fl ights from Gatwick with Air Malta, transfers, three-day car hire, a harbour cruise, free attraction entrance and a mini guide. For a May 9, 2012 departure date.
Selling Short Breaks and Holidays: How was 2011 for Maltese tourism? Alex Incorvaja: Last year was a challenging year but the British public showed resilience in holiday terms. For the second consecutive record year Malta welcomed over 1.4 million tourists to the islands. The 439,717 British holidaymakers accounted for just over 30% of the market, the largest for the islands, with a year-on-year increase of 5.9% The number of nights increased by 4.5% with total expenditure at €346m, a12.5% increase.
What are the prospects for Malta for 2012? We remain cautiously optimistic that 2012 will produce similar results. The introduction of new routes from Stansted and Bournemouth in addition to the 15 existing UK routes serviced by Air Malta, easyJet, Ryanair and bmibaby will increase travel options whilst travel companies are adapting their models to cater for the more budget-conscious traveller, for example with all-inclusive packages. With foreign travel still considered an essential commodity Malta is set to position itself at the heart of quality, affordable tourism, currently coming in third place behind France and Spain as best value-for-money destination.
Do you have any specifi c plans to heighten awareness of Malta during this year? For 2012, Malta is pushing a forward-thinking marketing campaign that includes extended television advertising, in addition to existing strategies. Furthermore, throughout January 150 London buses carried our advertisements, which provided excellent exposure.
“Malta is a long haul destination in a short haul package! Key points would
include Malta’s excellent value for money, superb weather and friendly locals... with English an offi cial language”
March will see The Malta High
Commission, the Malta Tourist Board and other government entities team up
with iconic UK store Harrods to elevate the brand to a premium platform. From March 1-28 2012, Harrods will be fl ying the Maltese fl ag in celebration of the hidden gems promotion at the store. An array of stunning displays by Maltese artists will be exhibited giving visitors a taste of the modern and traditional delights of Malta.
What are Malta’s main target markets? The traditional family demographic remains one of Malta’s primary target markets and continues to attract a steady and faithful following. The popularity of group trips is benefi cial to the
is currently underway with articles in publications such as Fabulous OK! and Grazia targeting the younger reader. With many events now geared towards the youth market and the annual ‘Isle of MTV’ increasing in popularity each year, it is no surprise that Maltese nightlife rivals that of party resorts such as Ibiza.
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How important are travel agents to the Maltese market? According to ABTA 53% of foreign holidays during the last 12 months were booked through a travel agent or tour operator. Some 42% were booked as a package, which equals those where travel and accommodation were booked separately – suggesting the trade remains an integral part of the industry. The MTA justifi es dedicating a core part of its advertising and marketing to this medium.
farmhouses in Gozo and we have witnessed an increase in individual travellers and those seeking historical or cultural vacations, as well as younger travellers seeking city breaks. With emphasis on lifestyle and accessibility we aim to cater for all markets, providing the consumer with an authentic and enriching experience.
Malta has traditionally been seen as a destination for older travellers. How do you counter this perception? Re-educating the trade to promote a more current image of Malta is key to re-generating its appeal to a younger audience. The hosting of the ABTA Travel Convention in 2010 and the upcoming Advantage conference in April 2012 brings the industry to Malta, providing opportunities for the trade to witness what Malta has to offer the younger traveller. A PR push dedicated to presenting a ‘sexier’ image of Malta
What are the main attractions in Malta agents should be highlighting? Malta is a long haul destination in a short haul package! Key points would include Malta’s value-for-money, superb weather and friendly locals. With English an offi cial language and the Euro as its currency, it’s a practical choice for UK tourists. Moreover, a full calendar of events ensures it is a great destination for active breaks. Gozo boasts the best diving in the Mediterranean and culture vultures can marvel at the world’s oldest free- standing structures, the Gjuta temples and their fascinating pre-history. Lastly,
24 March/April 2012 •
www.shortbreaksholidays.com
Post-it question
Q. How important are training, roadshows and fam trips?
A. The MTA ensures agents are fully educated on what Malta has to offer and takes a proactive approach in terms of destination training. This includes the online learning programme, Learn Malta, fam trips, in-house and face-to-face product training, road-shows, promotional material and displays. Gozo mini-guides were distributed through the trade.
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