Malta Holidays Change Marketing Strategies

Malta is part of an archipelago of seven islands in the Mediterranean Sea, and its central location makes it a popular holiday place for tourists from Europe and Africa. Prior to the development of Malta's tourism industry in the years 1950, the economy is focused on providing services to the British military.During the meantime, the tourism industry is not as important as the island investment Strategic. After the British government has closed its military base in Malta, tourism began to flourish. The island has also become a port of ship repair and light manufacturing.In the late 1950, the Maltese government has formalized its efforts to promote Malta as a tourist destination and improve access to its beaches -- tourism has begun to grow rapidly. Malta soon played host to more than 12000 tourists and filling its hotels, often at capacity during the holiday seasons.Malta was a first holiday destination for years. Its white sand beaches and many attractions appeal to a wide variety of audiences.For the holiday season 2008, the Tourism Authority of Malta (MTA) has launched a new marketing plan. The plan, launched in late 2007, encourages Malta through a variety of media. The methods have included television advertisements, radio spots, posters, billboards and online marketing.In cooperation with Air Malta, MTA has launched several promotions in Italy and France. Advertising in the country two television advertisements that were played simultaneously on Main 1152, flat-screen television in 22 major stations. This method alone was seen by millions of potential tourists. More than 600 large posters were hung in the subway station in Paris and another 300 were exposed outdoors on advertising.In March 2008, the representation of Malta at the Globe Fair Rome has helped to promote Malta to a new, more Young crowd of potential tourists. Promotions continued throughout the month of April and included Maxi Vintage ads in Rome, Milan, Bologna, Treviso and Mestre. In total, 225 public transport buses and trams brought publicity for the MTA and Air Malta.Spain also saw an increase in MTA ads. Barcelona is home to a large, 980 square feet panel promotion of Malta. The billboard is well lit and visible from afar, both during the day and night. In addition to the billboards, hundreds of posters hang in Barcelona and Madrid subways. Two trams in Valencia also include advertising, as well as two buses Maxi Retro in Barcelona. A radio campaign was launched in Madrid to help promote low-cost flights from Spain to Malta.Malta has recently changed its currency of the Maltese lira to the euro. Some argue that the change will have a negative effect on tourism in Malta. Others believe the change will have a positive effect on the economy of Malta and tourism. Both sides have valid arguments that the euro is gaining in value against the dollar and the pound sterling. However, the current level of exchange rates will result in little more than a pinch-portfolio of international tourists plan vacations overseas. At low cost airfares will be definitely more popular this year as a result. Low cost of replacement flight offer more flexibility for tourists who enjoy a long weekend away from the rigors of daily life. Many other ways to lower costs holiday still exist. The thrifty tourists will still be able to find creative ways to make vacation plans.
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