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Malta, not just sun ‘n’ fun I refer to the leader article in Claudine Cassar’s opinion column in last Sunday’s MaltaToday, entitled ‘Time to go to the beach’. What is particularly surprising about the piece in question is that your columnist appears to be under the serious misapprehension that Malta is marketed and advertised overseas exclusively as a “sun ‘n’ fun” destination. Anyone even remotely interested in matters related to Malta’s tourism industry would be in a position to contradict that assertion immediately. Just a cursory glance at any section within www.visitmalta.com, the tourism web portal for Malta and Gozo, would reveal an altogether different reality.First and foremost, the main thrust of all promotional efforts for the Maltese islands focuses on the three core values of our tourism product offer: Heritage, Hospitality, and Diversity. The advertising and marketing carried out by the Malta Tourism Authority in our core source markets place particular emphasis on these many features that render us a unique destination, foremost amongst which is our rich and varied historical and cultural heritage. This notwithstanding, it is also logical that an archipelago, situated in the heart of the Mediterranean sea, and blessed with so many of the characteristics associated with this renowned body of water, should flaunt those same characteristics that are so sought after in mainland Europe and beyond. The sea, on the other hand, is not just all about sandy, palm tree riddled beaches either. Scuba Diving, for example, is a sport and activity that keeps growing in popularity. The Maltese islands are acknowledged by many as having superb diving sites, so much so that in 2009 one of the UK’s leading diving publications listed Malta among the world’s top three diving destinations, and the top diving site in the Mediterranean. These and others are the many facets of Malta and Gozo that we are advertising and promoting overseas. The “Sun ‘n’ fun” element is only one aspect of our wide-ranging product offer, and just one component of the Diversity that we promise potential visitors. The MTA has been fine-tuning Malta’s marketing messages overseas for some years now, and it was to this end that our marketing efforts began to be segmented, to better cater for the tastes of a more discerning traveller in an increasingly competitive market. Gozo is promoted as a distinct destination in it’s own right; our history and culture has a marketing segment specifically promoting this important aspect of our tourism offer, as do English Language Learning, sport (including diving), leisure, cruise lining, and M.I.C.E. (Meetings, Incentives, Conferences, Events) amongst others. The MTA’s marketing strategy has also branched out further to incorporate niches and special interest groups that are growing exponentially. The Malta Tourism Authority has and continues to leave no stone unturned in our efforts to better hone our advertising, promotional and marketing messages in what has become a truly cut throat international competitive arena. The primary focus on “Sun ‘n’ fun” might have been relevant in a bygone era, however, with all that we have to offer, anyone can tell you that things are done very, very differently nowadays, and have been for some time. Any comments? |
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Managing editor Saviour Balzan | Tel. ++356 21382741 | Fax: ++356 21385075 | Email
Managing editor Saviour Balzan | Tel. ++356 21382741 | Fax: ++356 21385075 | Email