The British tourism market (1)

I refer to the letter by Rosalia Mifsud (August 8).

I fail to understand how Ms Mifsud reached the conclusion that "they (the MTA) do not care about the British market" by what she read in the article in question.

The MTA's head of research, Leslie Vella, was in fact quoted as saying the following: "We need to determine where we have a competitive advantage and focus on that. That is the MTA's strategy.

"This means that the four core markets of Britain, Germany, France and Italy will remain important. But new emerging markets like the Iberian peninsula, Russia and Poland deserve attention".

Nowhere did Mr Vella say or imply that MTA would relax its efforts in the core markets and most particularly in the UK. The UK has been the focus of much of the MTA's marketing efforts during the year. The executive chairman of the authority, Romwald Lungaro-Mifsud, personally led a sales blitz in the UK in May, during which the MTA met all of this market's leading tour operators individually.

Moreover, to underpin direct marketing initiatives that the MTA was implementing with tour operators in the UK, a booster campaign targetting the British late-booking client, along with other tactical promotions and strategic marketing initiatives, was carried out. The MTA's London office supplemented its press campaign with additional placements in a number of national daily and weekly newspapers.

New adverts were also developed for this phase of the campaign, emphasising Malta's summertime product and attractions. The MTA also carried an online advertising campaign with one of the top online booking-engines. All this apart from an extensive PR campaign carried out on an ongoing basis throughout the year.

The new segment-based marketing approach, which will come about with the restructuring of the authority by the end of next month, will see segment leaders for leisure, history and culture, conference and incentive travel and others, actively sourcing business for the particular segment wherever there is potential.

Given that the UK is, and is expected to remain, Malta's largest tourism source, this market will undoubtedly continue to feature prominently in the MTA's marketing plans for the various business segments.