Holidays In Malta Get Increased Media Attention
After some years of a decreasing tourist market, the Mediterranean island of Malta is seeing a
revival in her fortunes as a mainstream tourist destination.
The prospects for the island have actually improved significantly over in 2015. At one point in
2006 there was speculation that a significant British trip operator was thinking about taking the
vacation island out of its brochures, now however, having actually looked at the possibility of
slipping to a specific niche travel destination, Malta is eNJoying an increase in visitor numbers.
The danger of slipping to a specific niche travel status, and the subsequent economic
repercussions for the Malta tourist market, is thought to be part of the reason that the island
was galvanised into lastly accepting low cost flights from her primary UK and Irish markets,
with Ryanair starting flights from London in November back in 2015, and in March from Dublin.
In addition to the new Ryanair services, the island’s own airline, Air Malta, has actually run an
effective project of its own for cheap Malta flight deals, and from May launched a new route
from Liverpool to Malta. Further visitors are anticipated from Spain and Germany, following
arrangements with airline companies to offer low-cost Malta flights beyond Malta’s standard
market.
The extra visitor numbers are being increased by more media coverage in Malta’s standard
core market of the United Kingdom, with daily and Sunday newspapers including Malta more
as a suggested area for a holiday.
According to UK based travel site YourMalta.com the variety of enquiries from British
journalists requesting for details about Malta in the very first three months is up substantially
from last year.
Malta seems to have come back on travel writers’ radar’, they state, ‘We’ve been pleasantly
amazed at the variety of national papers asking us for quotes. The exact same has happened
with journalist queries for property in Malta, showing perhaps that increased media interest for
Malta holidays is no coincidence.’
However there might be a bigger increase for Malta in the autumn if discussions concerning a
British TV soap comes to fulfillment.
Local media in Malta reported just recently that talks were taking place with Britain’s favourite
TV soap, Coronation Street, about recording an episode on the island.
Coronation Street is the world’s longest running soap, and first broadcast in 1960. Seeing
figures in the UK routinely leading ten million audiences an episode, and as just recently as
April this year reached twelve million.
‘ If it were to take place,’ comment YourMalta.com, ‘It might be a major boost for the winter
and for summertime too. A half hour episode on Malta will reach more people over a longer
time period than a traveler authority could hope to with a series of twenty or thirty 2nd ads, it
would deserve millions in equivalent marketing.’
In addition to reaching Malta’s prime UK market, additional benefit for the Malta holiday market
would originate from Canada and Australia, where the program is aired some weeks after the
UK.
In conclusion, YourMalta say that increasing and sustainable tourist for Malta has to come from
repeat visitors who enjoy their very first see to the island, with excellent Malta hotels being an
essential factor.
‘If Malta can accomplish more regular mentions in the UK nationwide press, travel programs
and other media it will affect the buying public when it pertains to choosing where to go on
vacation. The more Malta is discussed the most likely it is that the island will be considered.
We don’t expect Malta to start reaching leading 10 preferred destination polls, or to end up
being as related to vacations as Majorca is for example – however to get someplace close to
what Cyprus has attained could be a possible aim, and need to be.’
Time will inform if it can be for Malta.
