The Malta Tourist Office has rejoined the Association of Touring and Adventure Suppliers to showcase its increased offering of adventure travel options to UK agents.
Manuel Holden-Ayala, UK & Ireland trade relations executive, said the tourist board is making “a big push” in the adventure tourism market and said that UK agents are key to this new initiative.
“Atas and travel agents will be the way that we get our touring and adventure message over to consumers,” he said.
“Malta is well known for its history and culture but it also offers adventure.
“Our tagline on the Visit Malta website is ‘more to explore’.”
He is also keen to promote Air Malta’s daily services from Heathrow and Gatwick to travel agents.
“Gatwick offers great potential for agents in the south,” he said.
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Traditionally the destination has appealed to mature holidaymakers but the tourist board hopes its associate membership of Atas will help it attract a wider demographic.
Holden-Ayala said scuba diving is a well-established market, especially as Malta is known for its ship and aircraft wrecks from the Second World War.
Other activities on offer include rock-climbing, hiking, bike trails, dirt buggies and stand-up paddleboarding in the Grand Harbour.
Destination training is available from trade trainer Peter Green who runs events and coffee mornings for agents, as well as online sessions. Details are available on malta-training.com, while the consumer website is visitmalta.com.
A ‘Malta Academy’ fam trip for 50 agents will take place on April 21-24, with the Maltese capital of Valletta and sister island Gozo on the itinerary.
Organisers hope to include adventure options on the trip, which will also showcase Maltese cuisine and restaurants.
Alongside its trade marketing efforts, the tourist board highlights its adventure offering at consumer events such as scuba diving shows and the Destinations holiday show in London and Manchester.
“It’s a small destination with a lot of activities – with just a three-hour flight from the UK,” he said.
“There are flights from many UK airports so it is easy to reach.”
So far, there appears to be no impact on demand from the cost-of-living crisis and operators selling holidays to Malta have seen double-digit sales growth in January, said Holden-Ayala.
“Malta is well positioned – it is warm but not very expensive,” he said.
Claire Brighton, Atas account director, added: “We are delighted to welcome the Malta Tourist Office as the destination develops its adventure travel.
“As its slogan promises, there is ‘more to explore’ so there’s plenty for agents to discover about Maltese activity holidays for a wide range of clients.”