Findings from research conducted by the Malta Tourism Authority in 2004 indicate that the overall performance of the conference and incentive travel segment for Malta in 2004 was slightly better than that of 2003. In addition, although late bookings remain an issue, overall expectations for 2005 appear to be positive.
The results of the research, which was conducted by the MTA’s Strategic Planning and Research Division, also highlight the importance of providing quality facilities and services in order to encourage repeat business for leisure purposes. The research was conducted with local destination management companies who cooperated in this exercise by providing feedback about their performance.
In 2003, the conference and incentive segment in Malta maintained its share of five per cent of total tourist volumes to Malta. The number of conference delegates increased by five per cent while the number of incentive delegates decreased by three per cent when compared to 2002. September was registered as the peak month for conferences whereas incentives peaked in May.
Survey results revealed that the average budget per delegate in 2003 was of Lm 309 inclusive of accommodation, transfers, meals and entertainment, with an average stay of three nights. Total earnings for Malta from the conference and incentive segment (including expenditure during stay) amounted to Lm23 million. During the first six months of 2004 the average budget per delegate was Lm355. Total earnings for Malta from the sector is estimated to have reached Lm27 million.
The main markets for international conferences were the UK, the Benelux region and Germany. In terms of the incentive outbound market to Malta, Germany was followed by France, the UK and Italy.
The majority of delegates stayed in five-star accommodation while one third of incentive delegates visiting Malta stayed in four-star accommodation.
The Authority’s research reveals that Air Malta carried the majority of conference and incentive delegates while Lufthansa and Alitalia also flew in a significant share of delegates.
In line with international trends, medical and technological meetings and incentives represented the bulk of business to Malta.
The majority of meetings took place in hotels. However, the share of convention centres increased by two percentage points in 2003.
Although late bookings were still an issue in 2003, the situation showed signs of improvement when compared to the previous year. Bookings with only two to three months prior notice decreased considerably while bookings made over four months in advance increased. Late bookings was still an issue during the first half of 2004.
The findings show that Malta can develop its potential to increase earnings from conference and incentive business by encouraging visiting delegates to extend their trip for leisure purposes. This can be done by placing emphasis on the options of pre- and post-conference tours in bidding documents.
For information about the MTA research and reports please contact MTA’s Strategic Planning and Research Manager, Tania Sultana on 22915 702 or email [email protected]
For further information about the CIT segment please contact the MTA’s CIT Manager, Suzanne Cassar Dimech on 22915 204 or email [email protected]