Marketing Malta as a tourist destination

I have been following the discussions on the manifold aspects of Malta as a possible destination for tourists from all parts of the world. As I live in Germany, I am obviously more interested in developments on the German market, which is considered to be the second most important for the island.

In an interview with The Times (January 27), German Ambassador Georg Merten said there was a drop of about 40 per cent in the number of tourists from Germany in 2001.

Figures found on the internet, as provided by the authorities on their websites, show that the number of German visitors in 2000 was 204,749, whereas the number in 2001 was 160 262, a drop of 44,487 (21.72 per cent).

In a report in The Times of February 4, the minister of tourism quotes a leading German travel magazine saying: "German consumers were holding back on buying their summer holidays, despite a wide range of discounts being offered to early bookers."

The general economic situation in Germany is indeed not all that healthy. In a nation-wide opinion poll carried out by one of the leading socio-political institutes, 62 per cent said they intended saving on holidays. Indeed, I know of people going for cheaper holidays in Turkey, Bulgaria, Romania, Hungary and Croatia. This corresponds with the remarks made by the tourism minister.

In November last year, The Times readers were informed about the production of a TV programme called Heimat in der Ferne. The programme, featuring Malta, was presented by Dagmar Berghoff, a well-known and respected former newscaster.

The programme was transmitted by the regional northern Germany authority NDR but could be seen simultaneously in those parts of Germany where NDR is received through cable systems or satellite. Heimat in der Ferne was transmitted on NDR 3 on Tuesday, February 4, at 9 p.m.

It was transmitted a day before the opening of the annual travel fair in Hamburg. I travelled to Hamburg to find out for myself the visitors' reaction to the island's stand at the fair.

The MTA's stand was in the form of a prow of a dghajsa. The counter was placed under arches, simulating those found in many houses of character. They projected the warm hue and structure of Maltese limestone.

The main counter was flanked by pot plants and smaller counters. The background had a blue tone that contrasted well with a big Air Malta poster and very attractive watercolours displaying Malta's landscape.

I was more than surprised to find that about 60-70 per cent of the visitors remarked on having seen the Malta programme on the previous day. The comments were mostly positive.

The efforts made by MTA's staff in Germany can only be described as excellent and highly professional. This applies also to Air Malta's office in Germany, which is also represented at Malta's stand at the various travel fairs.

However, there are some matters that would need to be seen to. Many prospective visitors asked about golf facilities and were dismayed, not to say put off, when told that there was only one golf course on the island.

A considerable number of visitors asked about hotels catering for families with children. This is a niche that has to be exploited more carefully and intensively.

These visitors do not want hotels with swimming pools on the roof or at the back of the buildings but ones with proper beach facilities.

There were also many questions about camping facilities on the island.

As Cyprus is one of Malta's main competitors, I tried to find the differences in the method of selling the product.

The brochures available were more or less of similar standard and style.

The Cyprus stand was about three times larger than that of Malta as it had facilities for hospitality, which were at the disposal of Cypriot hoteliers, who are always present at their country's stand.

I feel the presence of representatives of the hotel industry at a provincial travel fair, even if only occasional, could be of importance in selling the national product.

In the television programme featuring Malta, Dagmar Berghoff presented wonderful aspects of the Corinthia Palace Hotel. It was therefore no wonder that many visitors to Malta's stand at the travel fair in Hamburg wanted more information on this hotel.

Unfortunately, there were no brochures showing the hotels of the Corinthia Group.

Admittedly, there are more representatives from Malta and Gozo at the annual international ITB Fair in Berlin but is this effort enough to keep up with innovative competition from other holiday resorts?