Speaking at a press conference about the exhibition, Air Malta Group’s head of marketing and PR John Saliba said that over the years “the fair helped better the product offered to the public” in that it encouraged greater competition among participants. As a result, outbound travel grew substantially.

Amitex provides travel enthusiasts with the possibility to shop around among most of the local travel agents who are conveniently housed under one roof for the event.

This year’s exhibition will include 75 exhibitors, among which 36 are foreign.

Air Malta’s stand, a prominent attraction at every Amitex, will promote the summer schedule operating to 45 destinations in Europe, North Africa and the Eastern Mediterranean, with the new line up of brand new Airbus A320 and A319 aircraft.

Another major highlight of the host’s stands will be the new low-cost, no frills Fare 4U service that has already sold 75 per cent of flights for the next three months, with offers to some destinations as low as Lm23 (excluding taxes).

The stand will also market a number of special offers as part of Flyaway destinations and “too good to miss” and “seat only” offers.

The ever-growing Flypass scheme now includes an impressive 28,000 frequent fliers, 4,500 of whom have registered on line through the group’s website www.airmalta.com, launched last year.

Mr Saliba reiterated the fair’s commitment to provide family entertainment value. In fact, this year there is also an extensive cultural programme as well as daily shows and activities by animators and magicians, mascots and Disney characters.

The Malta International Folk Art Festival, in collaboration with the International Organisation of Folk Art, will coordinate groups of folklore performers from Cyprus, the Czech Republic, Hungary, Latvia, Lithuania, Romania and Turkey, who will dance and sing traditional pieces in their national costumes.

Julie and Ludwig, winners of this year’s Malta Song for Europe Festival, will perform live on the opening day of the exhibition and Mike Spiteri is expected to close the event with a Carlsberg-sponsored grand finale.

Asked by this newspaper whether the fair could be relocated in the future, Mr Saliba said that although they had received an alternative proposal, the Naxxar Trade Fair’s bid won the contract and next year’s exhibition will also be open to tender.