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Having experienced some years of a
declining tourist market, the Mediterranean island of Malta
is seeing a revival in her fortunes as a mainstream tourist
destination.
The prospects for the island have improved dramatically over
the last year. At one point in 2006 there was speculation
that a major British tour operator was considering taking
the holiday island out of its brochures, but this year,
having stared at the possibility of slipping to a niche
travel destination, Malta is enjoying an upswing in visitor
numbers.
The danger of slipping to a niche travel status, and the
subsequent economic consequences for the Malta tourist
industry, is thought to be part of the reason why the island
was galvanised into finally accepting low cost flights from
her main UK and Irish markets, with Ryanair starting flights
from London in November last year, and this March from
Dublin.
Media coverage booming
In addition to the new Ryanair services, the island's own
airline, Air Malta, has run a successful campaign of its own
for cheap Malta flight deals, and from May launched a new
route from Liverpool to Malta. Further visitors are expected
from Spain and Germany, following agreements with airlines
to provide cheap Malta flights outside of Malta's
traditional market.
The extra visitor numbers are being boosted by more media
coverage in Malta's traditional core market of the United
Kingdom, with daily and Sunday newspapers featuring Malta
more as a suggested location for a holiday.
According to UK based travel site YourMalta.com the number
of enquiries from British journalists asking for information
about Malta in the first three months of 2007 is up
significantly from 2006.
'Malta seems to have come back on travel writers' radar',
they say, 'We've been pleasantly surprised at the number of
national newspapers asking us for quotes. The same has
happened with journalist enquiries for property in Malta,
showing perhaps that increased media interest for holidays
in Malta is no coincidence.'
Major boost for winter season?
But there could be a bigger boost for Malta in the autumn if
discussions concerning a British TV soap comes to fruition.
Local media in Malta reported recently that talks were
taking place with Britain's favourite TV soap, Coronation
Street, about filming an episode on the island.
Coronation Street is the world's longest running soap, and
first broadcast in 1960. Viewing figures in the UK regularly
top ten million viewers an episode, and as recently as April
this year reached twelve million.
'If it were to happen,’ comment YourMalta.com, 'It could be
a major boost for the winter season and for summer 2008 too.
A half hour episode on Malta will reach more people over a
longer period of time than a tourist authority could hope to
with a series of twenty or thirty second advertisements, it
would be worth millions in equivalent advertising.'
In addition to reaching Malta's prime UK market, additional
benefit for the Malta holiday industry would come from
Canada and Australia, where the show is aired some weeks
after the UK.
Time will tell
In conclusion, YourMalta say that increasing and sustainable
tourism for Malta has to come from repeat visitors who enjoy
their first visit to the island, with good hotels in Malta
being a key factor.
'If Malta can achieve more frequent mentions in the UK
national press, travel programmes and other media it will
influence the buying public when it comes to deciding where
to go on holiday.
“The more Malta is mentioned the more likely it is that the
island will be considered. We don't expect Malta to start
reaching top ten favourite destination polls, or to become
as related to holidays as Majorca is for example - but to
get somewhere close to what Cyprus has achieved could be an
achievable aim, and should be.'
Time will tell if it can be for Malta and her travel
industry.
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