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30/07/07 -
More Brits visiting Malta |
Having experienced
some years of a declining tourist market, the Mediterranean island of
Malta is seeing a revival in her fortunes as a mainstream tourist
destination.
The prospects for the island have improved dramatically over the last year.
At one point in 2006 there was speculation that a major British tour
operator was considering taking the holiday island out of its brochures, but
this year, having stared at the possibility of slipping to a niche travel
destination, Malta is enjoying an upswing in visitor numbers.
The danger of slipping to a niche travel status, and the subsequent economic
consequences for the Malta tourist industry, is thought to be part of the
reason why the island was galvanised into finally accepting low cost flights
from her main UK and Irish markets, with Ryanair starting flights from
London in November last year, and this March from Dublin.
Media coverage booming
In addition to the new Ryanair services, the island's own airline, Air
Malta, has run a successful campaign of its own for cheap Malta flight
deals, and from May launched a new route from Liverpool to Malta. Further
visitors are expected from Spain and Germany, following agreements with
airlines to provide cheap Malta flights outside of Malta's traditional
market.
The extra visitor numbers are being boosted by more media coverage in
Malta's traditional core market of the United Kingdom, with daily and Sunday
newspapers featuring Malta more as a suggested location for a holiday.
According to UK based travel site YourMalta.com the number of enquiries from
British journalists asking for information about Malta in the first three
months of 2007 is up significantly from 2006.
'Malta seems to have come back on travel writers' radar', they say, 'We've
been pleasantly surprised at the number of national newspapers asking us for
quotes. The same has happened with journalist enquiries for property in
Malta, showing perhaps that increased media interest for holidays in Malta
is no coincidence.'
Major boost for winter season?
But there could be a bigger boost for Malta in the autumn if discussions
concerning a British TV soap comes to fruition. Local media in Malta
reported recently that talks were taking place with Britain's favourite TV
soap, Coronation Street, about filming an episode on the island.
Coronation Street is the world's longest running soap, and first broadcast
in 1960. Viewing figures in the UK regularly top ten million viewers an
episode, and as recently as April this year reached twelve million.
'If it were to happen,’ comment YourMalta.com, 'It could be a major boost
for the winter season and for summer 2008 too. A half hour episode on Malta
will reach more people over a longer period of time than a tourist authority
could hope to with a series of twenty or thirty second advertisements, it
would be worth millions in equivalent advertising.'
In addition to reaching Malta's prime UK market, additional benefit for the
Malta holiday industry would come from Canada and Australia, where the show
is aired some weeks after the UK.
Time will tell
In conclusion, YourMalta say that increasing and sustainable tourism for
Malta has to come from repeat visitors who enjoy their first visit to the
island, with good hotels in Malta being a key factor.
'If Malta can achieve more frequent mentions in the UK national press,
travel programmes and other media it will influence the buying public when
it comes to deciding where to go on holiday.
“The more Malta is mentioned the more likely it is that the island will be
considered. We don't expect Malta to start reaching top ten favourite
destination polls, or to become as related to holidays as Majorca is for
example - but to get somewhere close to what Cyprus has achieved could be an
achievable aim, and should be.'
Time will tell if it can be for Malta and her travel industry.
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