The Malta Tourism Authority is aiming to increase the number of short-stay visits up to 35 per cent by 2010, Malta Tourism Authority chairman Sam Mifsud said yesterday.
Mr Mifsud was speaking during a press conference announcing the new business strategy for 2008 to 2010 for the MTA.
Tourism and Culture Minister Francis Zammit Dimech explained that a good strategy has to create a synergy between marketing and the product, which are segment driven.
“During the next three years, the MTA is looking for funds and the marketing strategy will involve all stakeholders,” said Dr Zammit Dimech.
He said that the statistics for this year’s tourism have been the best so far.
“The first 10 months of this year have been the best so far – with an increase of over 130,000 tourists and Lm26 million in expenditure over last year,” he said.
Dr Zammit Dimech said that the MTA will focus on expanding the short-stay and couples market as opposed to families.
MTA chairman Sam Mifsud explained that short-stays and couples are two markets which need to be tapped into.
He also said that on Boxing Day, the MTA will launch a five month TV information campaign in the UK worth e1.2 million targeting short stay visits and couples.
The chairman explained that a committee was set up so that it will help move the MTA in one focused direction.
More emphasis will be placed on increasing tourism between October to May by targeting tourists attracted to history and culture, sports and winter travel – among others.
“The MTA will focus on direct marketing adverts which will be co-branded with an airline, hotel or tour operator, for example, in turn making it easier to see results and get feedback,” said Mr Mifsud.
MTA official George Micallef said that the authority’s action plan will propose to review all accommodation types “to reflect the changing tourist profile and address the needs of the marketing plan.”
It also includes the upgrading of various tourist zones such as the improvement of coastal resorts such as Qawra and St Paul’s Bay.
Another proposal is further investment in beach development and management of coastal bathing areas through the implementation of the Blue Flag model.
Mr Micallef also said that the MTA has submitted a number of project proposals for EU funding amounting to over e28 million.
He explained that the approval of a number of these projects is imminent while others are still in the process.
Among these projects submitted to the EU is the construction of a marine aquarium in Qawra, touch-screens in various tourist zones and upgrading of Sliema rocky beaches.