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 The smallest member of the European Union mainly made a name for itself as a language holiday destination. Now Malta comes up with a new marketing strategy and proofs that the region has a lot more to offer. The islands are not only the remains of a former land bridge between Africa and Europe, but a vibrant place to be. Valetta, the capital of Malta, only counts 7173 citizens. Actually, big dimensions seem to be inappropriate to describe the small island region 95 kilometres south of Sicily. On Comino, apart from Malta and Gozo the only inhabited island, there only live four permanent residents. Not surprisingly, Valetta - by the way World Heritage Site - is also the smallest capital of the smallest member of the European Union.
The new currency since
January is the euro. If it’s not the size, the Maltese have to simulate other
incentives for German tourists. Themed small but powerful? The southern European
insular state succeeded first better than worse in realising this motto. The
good message: Since 2007 the tourism on Malta is doing a lot better. Last year
130.000 Germans travelled to Malta – 3.4% more than in 2006. Mainly, this
positive development can be caused by a new direction of the marketing. The
strategy stresses now innovative thematic highlights: Gozo, an insider tip,
attracts especially families, the agri-tourism is getting expanded and the
marketing of the culinary Malta is to be raring to go. In addition, the mice
section and also smaller travel agencies are more focused. But the market
leaders of the travel industry can not be dismissed. A couple of years ago, FTI
suddenly kept out of the Malta business and that harmed the whole tourism
branche. Another thing that was a big problem until 2007 were the capacities of
the airlines. Apart from Lufthansa and Malta Air there was no carrier which
operated the flight route. Finally, in 2007 Germanwings and Ryan Air found a
remedy. Now cheap flights are affordable for everyone. Today, there is also
another main pillar. The Maltese are benefiting from the current cruise boom and
are advertising their country as an ideal stopover for an Mediterrean sailing
trip. And this stop, or a whole holiday, is worth it not only because of
learning English.
If the marketing, among other things, keeps its promise, a positive tourism development can be expected for Malta for the next years. If you, as a travel agent, want to be prepared for that, visit www.malta-schulung.de and join the Malta body of experts.
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