Malta has budgeted £1m for UK promotion this year in an attempt to reverse a trend that has seen British visitor figures slump to an all-time low of 34% of the total market share.
From all markets combined, 1999 was an “excellent year”, according to tourism minister Michael Refalo. Tourism earnings peaked and the average length of stay of Malta’s 1.2m-plus visitors rose slightly to 9.5 days.
But Refalo warned: “The UK share of the market has dropped to 34% – not because other markets have increased, but because the British market has declined. We need to know why.
“Certainly, with the British economy performing well, people are flying further afield. But Cyprus and other short-haul destinations haven’t suffered the same decline.”
Visitor numbers from the UK slumped 6% to 424,400 last year, from 448,763 in 1998. Indications that the British market would reach 450,000 were dispelled by a late dip in arrivals.
John Grech, chairman of the Malta Tourism Authority – the new umbrella body launched in September as a government/ private sector partnership – said Malta needs to raise its profile if it is to attract good UK numbers.
“For the first time, Malta has an organisation with the power to enforce standards in the industry,” he said. “Standards must be respected – we can’t have a progressive downgrading of quality.”
The Maltese are being reminded of tourism’s value to their country in strong local television advertising. The industry represents 25% of gross national product and provides employment for a third of the 350,000 population. A survey of 5,000 local people is being carried out over the next two months on perceptions of Malta’s tourism industry and the best recommendations will be implemented. In addition, schools in Malta are soon to introduce tourism education.
“We’re shifting the focus on to the Maltese people,” said Grech. “Our current drive is to make Malta deliver more value than the average sun and sea destination. We must increase our appeal to a market that’s interested in more than sun and sea.”
Widening Malta’s appeal means attracting a younger UK clientele to complement the 50-plus age group that has traditionally formed the core British market. “We have to reposition Malta in the minds of British holidaymakers. While the long stayers are important, we need to attract a younger summer and shoulder season market – as we get from Germany, Scandinavia, Holland and Belgium,” Refalo said.
A series of 30-second TV spots in London and the North-west is currently giving Malta a “sexier image,” according to the Malta Tourist Office’s UK director John Montague.
He said: “We’re promoting Malta in a different way – emphasising sea, sun, culture and fun. We’re playing on people’s emotions, taking a bit of a Sandals approach. I’ve been meeting too many people who don’t know Malta – people who have never been.
“I emphasise it’s a great place to go when you are older but that it’s a great place to go now, too.”
Montague pledges more creative use of the promotional spend available in 2000 and cites the involvement of UK airport locations in hosting a series of Malta roadshows that starts this month.
The MTO plans to co-host 2,000 retail staff on organised fam trips this year. It is also putting together a low-cost educational package for agency staff and their partners.