Tourism figures since November have shown an increase over the previous year, month after month, the Malta Tourism Authority said, adding that last December was especially positive.
This was no coincidence, it said, because a lot of work had gone into the MTA’s efforts to start “turning the tide”. These figures should also serve to provide the industry with some optimism, albeit cautious optimism, when looking at the coming months.
The authority was outlining measures it has implemented since new management was installed, in reply to a statement by Evarist Bartolo, opposition spokesperson for tourism.
The measures, the authority said, included the re-appointment of MTA representatives in core markets, the negotiated withdrawal of the costly CNN advertising campaign, as well as the restructuring of the branding exercise in such a way as to render it far more effective, especially overseas.
There was also a carefully-researched restructuring of the marketing function within the MTA, including significant changes within the main MTA overseas offices in the UK and Germany.
The visitmalta website – on which bookings may be made – was also launched. A significant increase in visits to the visitmalta website has been registered, the MTA said.
Excellent rapports with the major tour operators in the core markets, especially the Malta specialists, have been established. During a visit to the UK in September, the need for an autumn campaign for the UK market was discussed and the MTA initiated a joint advertising autumn campaign with all the major operators.
Among other measures, the MTA said it has ensured the necessary flight capacity to bring visitors. In 2006, one of the principal problems that the tourism industry faced was a lack of suitable flight capacity, especially from core markets such as Germany.
Advertising on Sky News was also started in collaboration with Air Malta, and the feedback from this campaign so far has been very positive.
The lengthy process leading to the selection of an international agency that will be promoting Malta overseas over the next three years was also finalised, the MTA said.
Much effort has also gone into the finalisation of the lengthy process leading towards the selection of an international agency that will be promoting Malta overseas over the next three years.
Among other measures, work is in hand on the formulation of a comprehensive, serious and feasible marketing plan for Malta for the 2008-2010 period, which will be finalised in the coming few months.
The authority said it was adopting a “back to Basics” approach: “Let’s focus on what our absolute priorities are, and ensure that all our efforts and resources are focused towards achieving those goals.”
It added that these first six months at the helm of the MTA were just the beginning of what the authority trusted would be a period of increased activity and growth within the Maltese tourism industry.
There were many plans for the future, and the authority will continue to embrace change in order to improve and maximise the potential of the tourism industry in an ever-changing and highly competitive marketplace.