MTA’s UK marketing campaign reaping results

Karl Stagno-Navarra

An aggressive marketing campaign in all the British press is reported to be leaving an impact on the prospected tourism arrivals for this winter. “At long last government has finally listened to our appeals,” said hotelier Michael Zammit Tabona, who is also a member of the consultative committee that has recently submitted its first detailed strategic report to the Prime Minister.
The campaign, currently appearing in all major UK newspapers, is sponsored by the Malta Tourism Authority, and was strategically recommended by the consultative committee. “Though still far from recovering from the disastrous previous winter and last summer, we are seeing a substantial improvement and the prospects through what we are seeing from this campaign is encouraging,” he said.
While stating that Malta has been a pioneer in this method of campaigning, Michael Zammit Tabona augured that apart from Britain, the campaign will also target the German market.
Regarding low cost airlines that have started operating and servicing Malta, Zammit Tabona explains that since Ryanair’s advent, “the presence of Malta Europe-wide has grown due to a bombardment of advertising promoting the flights. We are also seeing an improvement from the inbound statistics,” he said, while adding that more airports must be serviced to widen the availability of low cost seats to Malta and respond to the demand.