Malta’s transformation is a lesson to other destinations trying to diversify. Debbie Ward reports on the rewards of a proactive approach and being European apital of ulture
Valletta’s historic waterfront from the sea
Setting an example A
good spread of traveller types, source markets and seasons are the aims of most destinations, and Malta offers something of a masterclass in what’s possible, with a decade of impressive diversification. major factor is increased air access.
As revealed at WTM London, Ryanair’s 62nd Malta route will serve Jordan’s capital Amman from April, around the time Qatar Airways launches a service from oha. Malta currently has 9 routes in winter and up to 130 in summer and the new Middle East links create wider opportunities for connections to Asia and beyond. “Before, we had great dependence
on our core markets such as the UK and when they had a setback in their economy we suffered, so we learned to diversify,” says Malta Tourism Authority’s chief marketing officer arlo Micallef. The most promising growth markets for the islands now include the US (up more than 35% last year), Japan, Korea and South America, particularly Brazil and olombia. Most traditional markets posted double-digit growth in 2017, pain by more than . verall, Malta drew 2,1,00 visitors including cruise overnighters, 1. up on the previous year.
“Malta has changed incredibly from being an island with three or four airlines to a dozen airlines operating flights each day. The biggest change has happened in the past four to five years, says eorge rrigo, director of Maltese M
wtm.com
swald rrigo. e adds I think it has become very diversified in the range of people; families with kids, middle-aged people and senior citizens, and it’s different people in different seasons. A more honed
marketing campaign has helped shift perceptions. Malta, with sister islands ozo and omino, has 16th-century cities, megalithic sites and world-class diving, yet was once competing
It has been very good as a catalyst for a lot of investment going into Valletta and it has helped to put Malta on the map in the media and in people’s minds, says Micallef.
ive or six years ago I used to leave the office at seven and alletta was deserted. ow, it’s a vibrant, 2-hour- a-day city and I wish our office was still there!”
Malta Tourism’s Carlo Micallef
primarily for the fly-and-flop market. In the past it was always general, ‘beautiful Malta’, says Micallef.
Cultural visitors A recent addition to the hotel scene,
Urban Valley Resort & Spa, situated in Wied Ghollieqa nature reserve, drew business and leisure guests of varied ages in its first five months. Its sales and marketing manager Elena Micallef-Borg, who has been in tourism for 36 years, says Most guests we have now are interested in history, the outdoors and the other things Malta and Gozo have to offer. They are cultural people. A boon in Malta’s repositioning has been Valletta’s reign as European apital of ulture 201. “The change in Valletta has been astonishing; nearly all the properties have been renovated.
Among positive changes has been the conversion of several old family mansions into boutique hotels. With this you can attract the empty-nesters [and other couples] that expect a certain quality of service and accommodation. It has helped position Valletta as a trendy city, explains Micallef. The boutique hotel trend happened organically but other developments behind the demographic shift have been incentivised.
The Blue Hole on Gozo: diving is among important niches for the destination
winter 201 wtm insights
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