Royals Put Malta Hotels Back On Map
Below is a MRR and PLR article in category Travel Leisure -> subcategory Destinations.
Royals Shine Spotlight on Malta Hotels
Summary
Queen Elizabeth II's visit to Malta for the recent Commonwealth meeting delivered a wave of positive media attention for the island. Malta, often overlooked as a vacation destination, hopes this exposure will boost tourism just ahead of the summer booking season.Malta's Hidden Gem Status
Despite offering a Mediterranean charm with pleasant weather year-round and an English-speaking population, Malta has frequently been bypassed by holidaymakers. The country didn't meet its tourism goals in 2005, but the recent royal visit might turn the tide.
Queen Elizabeth II and the Duke of Edinburgh spent four days in Malta, generating extensive coverage in key markets like the UK, as well as in over 50 countries participating in the Commonwealth meeting, including Canada and Australia. Malta has historic ties with the UK, having been under British rule for 150 years before gaining independence in 1964. The island still retains many British influences, such as driving on the left side of the road, and British visitors account for nearly half of its tourists.
Notably, Malta was awarded the George Cross in 1942 by King George VI for its resistance during relentless German attacks in World War II?"a testament to its bravery.
Facing Challenges
Malta competes with popular Mediterranean spots like Mallorca and Menorca, and faces emerging destinations from the former Eastern Bloc, such as Bulgaria and Croatia, which often offer cheaper alternatives.
A Brighter Outlook
The royal visit comes as a boon to Malta's tourism industry. Tribune Properties, a UK-based company focusing on overseas markets including Malta, observed, "The Queen's visit showcased Malta positively. We hope the island capitalizes on this momentum to boost tourism."
The Maltese tourist board has struggled with effective marketing, but this renewed attention could encourage an influx of visitors in 2006, despite past promotional shortcomings.
Adding to the optimism, low-cost airlines have recently secured rights to fly to Malta, making travel to the island more affordable. This development is expected to benefit both the hotel and real estate industries, boosting employment and strengthening the economy.
By lowering travel costs, Malta could attract a larger share of the European short-stay market, offering a promising outlook for the island's tourism sector.
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