Improving Product Malta

Today's editorial of the Malta Independent follows on the interview by Matthew Xuereb with the newly-appointed executive chairman of the Malta Tourism Authority:

The Malta Tourism Authority has undertaken to improve what it describes as “product Malta”, that is upgrading what are known as tourist priority areas in a bid to substantially increase customer satisfaction. Areas such as Valletta, Sliema, St Julian’s, St Paul’s Bay, Mellieha, Gozo and Comino have all been identified to form part of this “comprehensive project”, and will be cleaned up according to action plans to be carried out within a specified timeframe..

One important point mentioned by Mr Lungaro Mifsud is the MTA’s plan to have segment specialists based in Malta but travelling frequently to promote the country as a destination. They will complement the four offices in the main markets. In this way, there would be a better focus on the niche markets that form the basis of the industry – conference and incentives, history and culture, and leisure. Added to this, administrative costs will be reduced and, at the same time, more funds can be utilised for marketing and promotion.