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