Malta is embarking on an aggressive marketing campaign to reverse the decline in visitor numbers from the UK, traditionally its strongest market.
Director of the newly privatised Malta Tourism Authority John Montague said the figures have fallen from 460,000 in 1998 to 445,000 this year.
“It has been disappointing in 1999 because we haven’t been as evident in terms of public relations and advertising,” he said.
“Part of the problem was that we were a government entity and we were prevented from being more proactive up by red tape. Now we are driven almost entirely by the private sector we can be much more focused and effective.”
The promotion kicked off last week with a two-week poster campaign all across London and Manchester. The campaign highlights the authority’s new image and seeks to portray Malta as a young person’s destination. “There is a perception and reality gap. People think Malta is somewhere their grandma would go on holiday. But it has great potential for young people,” said Montague.
“This year we have seen the number of 18-35-year-olds from Holland increase by 29%. I think we can do the same for the UK.”
The campaign will roll out nationally in January with poster, radio and possibly television advertising focusing on the diverse attractions of Malta from scuba diving, culture, sports and conference facilities.
At the moment scuba diving accounts for just 2.7% of the market (10,000 visitors), a figure Montague aims to improve on.
“Malta is a great place for diving. We have great wrecks, 300 metre clarity in winter and warm waters. We believe we can attract a further 55,000 next year,” he said.
The trade is also being targeted and educational places will number 2,000 for the year 2000.