Struggling hoteliers have pointed an accusatory finger at the Malta Tourism Authority due to lack of funds. But the MTA insists its ad campaign has “never been so intense” as this year, with first-time campaigns in five core markets: the UK, Germany, Italy, France and the Netherlands.
The campaigns cost millions but they usually end in May, the time most people would have planned their holiday. But an MTA spokesperson said this year the campaigns will continue during the summer in most of the core markets.
Tourism expert Terrence Mirabelli said the MTA was engaged in aggressive and costly campaigns, but the core markets were severely hit by recession. “There is little one can do to at this point, when people are not travelling given the economic situation.” And with good summer weather in the UK, many were encouraged to stay at home.
The MTA campaign included TV spots, newspaper and transport ads, which were later extended to Spain, the Benelux, Scandinavia, Russia and Switzerland. Other initiatives included email campaigns to half a million people in the UK, Germany, Italy, France and Benelux during this month, bringing journalists to Malta on familiarisation visits, and the Isle of MTV concert.
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