| Going through some years of a declining | | | | |
| tourist market, the Mediterranean island of | | | | Flights To Malta |
| Malta is now seeing a revival in her fortunes | | | | |
| as a mainstream tourist destination. | | | | But there could be a bigger boost for Malta |
| | | | in the autumn if discussions concerning a |
| The prospects for the island have improved | | | | British TV soap comes to fruition. |
| dramatically over the last year. At one point | | | | |
| in 2006 there was speculation that a major | | | | Local media in Malta reported recently that |
| British tour operator was considering taking | | | | talks were taking place with Britain's |
| the holiday island out of its brochures, but | | | | favourite TV soap, Coronation Street, about |
| this year, having stared at the possibility | | | | filming an episode on the island. |
| of slipping to a niche travel destination, | | | | |
| Malta is enjoying an upswing in visitor | | | | Coronation Street is the world's longest |
| numbers. | | | | running soap, and first broadcast in 1960. |
| | | | Viewing figures in the UK regularly top ten |
| The danger of slipping to a niche travel | | | | million viewers an episode, and as recently |
| status, and the subsequent economic | | | | as April this year reached twelve million. |
| consequences for the Malta tourist industry, | | | | |
| is thought to be part of the reason why the | | | | 'If it were to happen,'comment YourMalta.com, |
| island was galvanised into finally accepting | | | | 'It could be a major boost for the winter |
| low cost flights from her main UK and Irish | | | | season and for summer 2008 too. A half hour |
| markets, with Ryanair starting flights from | | | | episode on Malta will reach more people over |
| London in November last year, and this March | | | | a longer period of time than a tourist |
| from Dublin. | | | | authority could hope to with a series of |
| | | | twenty or thirty second advertisements, it |
| In addition to the new Ryanair services, the | | | | would be worth millions in equivalent |
| island's own airline, Air Malta, has run a | | | | advertising.' |
| successful campaign of its own for cheap | | | | |
| Malta flight deals, and from May launched a | | | | In addition to reaching Malta's prime UK |
| new route from Liverpool to Malta. Further | | | | market, additional benefit for the Malta |
| visitors are expected from Spain and Germany, | | | | holiday industry would come from Canada and |
| following agreements with airlines to provide | | | | Australia, where the show is aired some weeks |
| cheap Malta flights outside of Malta's | | | | after the UK. |
| traditional market. | | | | |
| | | | In conclusion, YourMalta say that increasing |
| The extra visitor numbers are being boosted | | | | and sustainable tourism for Malta has to come |
| by more media coverage in Malta's traditional | | | | from repeat visitors who enjoy their first |
| core market of the United Kingdom, with daily | | | | visit to the island, with good hotels in |
| and Sunday newspapers featuring Malta more as | | | | Malta being a key factor. |
| a suggested location for a holiday. | | | | |
| | | | 'If Malta can achieve more frequent mentions |
| According to UK based travel site the number | | | | in the UK national press, travel programmes |
| of enquiries from British journalists asking | | | | and other media it will influence the buying |
| for information about Malta in the first | | | | public when it comes to deciding where to go |
| three months of 2007 is up significantly from | | | | on holiday. The more Malta is mentioned the |
| 2006. | | | | more likely it is that the island will be |
| | | | considered. We don't expect Malta to start |
| 'Malta seems to have come back on travel | | | | reaching top ten favourite destination polls, |
| writers' radar', they say, 'We've been | | | | or to become as related to holidays as |
| pleasantly surprised at the number of | | | | Majorca is for example - but to get somewhere |
| national newspapers asking us for quotes. The | | | | close to what Cyprus has achieved could be an |
| same has happened with journalist enquiries | | | | achievable aim, and should be.' |
| for property in Malta, showing perhaps that | | | | |
| increased media interest for Malta holidays | | | | Time will tell if it can be for Malta and her |
| is no coincidence.' | | | | hotels and holidays. |