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Malta Makes Gains In Tourism Despite Economic Woes Abroad
| This year the international tourism market is battening down the hatches for what may be the worst year for travel on record. That's not to say every travel destination is suffering though. The island nation of Malta recorded its best ever year for tourism in 2008. Visitors continue traveling to see its cultural and natural beauty. A member of the European Union, Malta attributes its nearly 4 percent growth in its tourism sector to savvy marketing and increased traffic from low-cost airlines. The last quarter of 2008 showed a loss following the bank crisis and worldwide financial meltdown. Regardless, the overall trend of travel to Malta is on an upswing. Both tourist and per capita expenditure in Malta were down a few percent. This is easily explained by the shift from packaged holiday deals to individual travel. Individual travel increased nearly 10 percent. Economist Karm Farrugia believes that it's impossible to increase the number of tourists per month. However, there are means to increase a tourist's stay in Malta. By offering additional nights at a reduced cost, hotels make themselves more appealing to tourists with shrinking wallets. Especially with non-five star hotels, free or reduced rates for extra nights are the best way to compete in a tight market. This is also a great way to encourage tourists to spend money in Malta. Such strategies to extend the stay of visitors are working to increase overall revenue. The budget for the Maltese tourism authority has increased by 3.5 million euros this year. With this increase comes a refocused approach to marketing. Some areas have been targeted with more funds as trends change. One of the most reliable sources of tourism in Malta is being reconsidered. British tourists, the group that comprises the highest percentage of tourists in Malta, have been decreasing in numbers. The pound sterling has been losing value against the euro. This is making Malta less cost efficient, though British tourists still make up the highest percentage. Farrugia says that Malta needs to keep its focus on the British tourism market but shouldn't increase funding. Flying into Malta airport are airlines alreay who provide cheap Malta flights Tourists from other European countries have also been taking more holidays in Malta. Italy, Germany, France and Spain have all seen an increasing number of tourists heading to Malta. In response, tourism funding toward Europe has been increased by 50 percent. For the first time, the MTA will broadcast television advertisements in Italy, Germany and France. One reason for continuing optimism for Maltese tourism is the relatively small size of it. In a crowded industry where many countries aim too high, Malta keeps its necessary room count low. This makes sustainability much easier. In order to stay ahead, though, the MTA needs to increase their budget even more. A loss of 100,000 visitors could mean a potential loss of 50 million euros. By increasing the budget a mere 4 million euros, this can be avoided. Malta is known as a destination for luxury, but it needs to reign in unruly guests that have plagued the island recently. It's up to the MTA and hotel managers to assess this problem jointly. By working together, they can ensure that the industry maintains the high standard that is expected of the island. It is also known as a spot for tourists to learn English. This explains its continuing popularity among students. Tourism has increased over the past two years in this key demographic. As long as the MTA learns to refocus its assets and keeps standards high, Malta will continue to be a leader in world tourism. As other areas fall to a down economy, Malta must strategically market itself to new countries while remaining attractive to old favourites. The trends indicate that the country is thinking ahead and is ready for the challenges ahead. |
About the Author
News and information about accommodation in Malta is at yourmalta.com/hotels and for British tourists includes hotels with Expedia UK
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