THE Malta Tourist Office has kicked off an advertising campaign based on a colourful new logo, with the aim of modernising its image and broadening its appeal.
More than 200 posters have just gone up in London and 500 in Manchester show the destination’s coastline, culture and beaches.
The new logo is based on the blue, yellow and red Maltese ‘eye’, a common feature carved and painted on the front of traditional fishing boats.
Newly appointed London-based Malta Tourist Office UK and Ireland director John Montague hopes the country’s new upbeat brand image will help to promote the islands’ appeal among younger UK visitors.
“Plenty of young Dutch and Scandinavian visitors go to Malta – why not more British? We have an ample supply of nightclubs and discos that can compete with anywhere in the Mediterranean. There’s diving and other water sports – and a good number of beaches, too,” he said.
“The ingredients for younger holidaymakers certainly exist in Malta. However, Malta is still largely the domain of the over-50s, who account for between a third and half of all British visitors,” he added.
Malta attracted 450,000 UK visitors in 1998 and the tourist board expects to repeat the figure this year.
Montague feels that two niche products, diving and golf, hold potential for the UK market.
“Our dive sites are second to none – plenty of wrecks and caves so light that you don’t need a torch,” he said.
“We have around 30 dive schools that pride themselves on a high safety record and visitors can complete the Professional Advanced Diving Instructors’ course in a week.”
Permits are to be granted for the building of two golf courses on the islands – probably one in Malta and one at Ta’ Cenc in Gozo – to complement the long-established Royal Malta Golf Club near Valletta.
Montague is also keen to actively promote city breaks, which he feels should appeal more to the under-40 market and be popular all year round rather than just in the traditional off-season periods.
Cruise and stay holidays also have growth potential, according to Montague. “We need cruises starting in Malta which can be linked with stays ashore. We’re excellently located for such an arrangement,” he said.
Meanwhile, the Malta Tourism Authority, relaunched in August, now has strong private sector participation.
“The private sector is now the driving force. It’s no longer just for consultation,” said Montague.
To heighten Malta’s profile in the trade, the Malta Tourist Office in the UK plans to run a series of fam trips jointly with tour operators.
The organisation has budgeted for up to 2,000 agents and members of the travel trade to visit next year.
The first trip is due to be announced in the next few weeks by Airtours, which plans to take 200 agents out to Malta in early 2000, split into groups of 30 on each trip.