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