It would seem that the new strategy is based on lower prices which will be quoted on a one way basis.

This new strategy has already made some competitor airlines cut their prices for the coming season.

While the new prices will likely be welcomed by the public, as they would go some way to offer prices at a lower cost fare level from a scheduled service, concern is being raised that the cumulative impact of these new prices will have a negative impact on Air Malta’s financial situation in the long term.

At the end, sources said, the validity of the strategy which will be used will be based on ensuring the airline attracts more and more customers rather than keeping the same number of customers at lower prices.

While the recent increase in passengers using MIA may have also been due to increased patronage of Air Malta, it has been claimed the increase (9 per cent) is mainly due to the new airlines which have started flying to Malta.

It has also been claimed, by minister Austin Gatt himself, that the experiment of trying to use fifth freedom rights by flying from Catania to Gatwick had not been a success at all, possibly due to low marketing in Sicily.

It is Malta which has to attract more tourists, sources said, and perhaps a percentage of these may be persuaded to fly Air Malta. This can be done by offering them reduced prices, but offering just reduced prices with perhaps other reduced services such as on board catering, will not, on its own, do the trick.