Travel Reference
In-Depth Information
sun-and-sea destination, a cultural destination
as well as an activity destination. One informant
described these different perceptions as a spec-
trum ranging from the perception of 'a cheap
mass market to a cultural destination with shades
of other perceptions in between'. This overall
fragmentation of the product is a cause of con-
cern for the industry, since Malta has not been
associated with a clearly defined characteristic,
leading to a confused image of what the Maltese
Islands stand for.
This fragmented approach is further rein-
forced by the practice that each overseas MTA
representative office has its own separate mar-
keting and advertising campaigns, thus impart-
ing a mixed image of the islands (N. Theuma,
2002, unpublished PhD thesis). According to
informants, this approach leads to the creation
of conflicting signals - Malta stands for beach
tourism (UK), culture (France and Italy), English
language teaching institutions (continental
Europe), and a destination that attracts elderly
visitors (UK). A clearer and more recognizable
image and one that truly represents Malta is
required. This would imply a stronger advant-
age, when trying to get the message across on
the international arena. This observation is
based on the argument that as a small island
Malta has a limited advertising budget and thus
it is imperative that the available space is used
effectively:
produced by the national tourism entity. Not
surprisingly, this led to a negative reaction from
the Gozitan operators.
The Maltese product was another area that
was addressed. For the first time, Maltese tour-
ism authorities had a directorate that could focus
entirely on the quality of product. The MTA stra-
tegic plan defines product as 'the environment,
national and tourism infrastructure and cultural
heritage' (MTA 2000a, p. 11). Through its Product
Planning and Development Directorate, the
MTA has addressed the various elements of the
product in terms of accommodation, activities
and events, beach development, and the creation
of country walks. This directorate also linked up
with a number of local communities and NGOs
in sponsoring tourism-related projects.
The process of accession to the EU also
provided Malta with structural and cohesion
funds. The Ministry for Tourism and Culture and
the Malta Tourism Authority accessed LM90m
(
€
210.6m) between 2004 and 2006, covering
four major areas of intervention concerning
tourism, namely:
projects of assistance to tourism enter-
prises;
●
projects leading to the upgrading of Malta's
cultural heritage;
●
projects for the upgrading of tourism infra-
structure at key tourism areas; and
●
human resources development programmes
aimed at tourism and support services
enterprises, employers and employees.
●
The windows of opportunity at our disposal
are very, very, limited. We have a number of
competitors, and a lot of 'noise'. Thus, we have
to use the space at our disposal very effectively
by mentioning the more salient points of our
destination. Our promotion has to be concise
but effective. [Tourism public sector informant]
Imagery
An issue related to the challenges faced by the
future development of tourism in Malta is the
current prevalent image of the Maltese islands
locally and abroad. The MTA is determined in its
quest to transform the prevalent image to one
that is more competitive and culture-oriented
(Grech, 2003). Informants perceive this to be a
major challenge.
This aspect is being tackled at two levels:
In order to create a more coherent image,
one of the first assignments adopted by MTA
was the creation of a logo and a brand image.
The chosen logos, the eye of Osiris and 'Malta:
More than meets the eye', are aimed at encour-
aging the visitor to look beyond - an invitation
to experience the diversity and depth offered by
Malta and its people. These are mandatory in all
adverts or literature published by MTA and its
associated partners, such as the national airline.
However, the creation of this logo meant that
the name of the sister island of Gozo was com-
pletely removed from the marketing literature
a destination image shift from multiple
images to a coherent image of what the
islands represent; and
●
clarifying and promoting the actual product
on offer.
●
