For the sixth time, the Malta Tourism Authority has been awarded the prestigious UK & Ireland Tourist Board of the Year, during recent edition of the Travel Industry Awards, organised by TTG and JetBlue to celebrate the best travel business and agents in the United Kingdom and Ireland.
The awards have once again served as an ideal opportunity to reunite the travel community to celebrate the businesses that have grown stronger over the past 12 months and to help highlight the most trusted travel brands for consumers.
A panel of industry experts said: “Malta Tourism Authority impressed with its commitment to sustainability and diversity and inclusion, incorporating sustainability reporting in its joint marketing agreements with tour operators. Solid growth in airline capacity, operator bookings and tourist spend from the UK market were also strong pluses for the tourist board.”
“The UK Malta Tourism Authority Office being voted as the best tourism board of the year is sterling news for Malta's future prospects in our primary source market. Having such a reputable and respected office reaffirms our commitment to remain ahead of the curve – by nurturing new, exciting and unique experiences for our visitors. These are trying times, particularly for tourism. But it’s precisely why they call from us all for visionary, creative and realistic tourism policies that sustain Malta’s competitive edge around the globe,” outlined Minister for Tourism Clayton Bartolo.
The UK Office of the Malta Tourism Authority is currently busy preparing for this year’s World Travel Market, which is one of the biggest tourism fairs in the world, due to be held in London in November, while also focusing on an extensive marketing campaign, aimed at promoting Malta as a Winter destination, also falling in line with the Tourism Strategy currently in place.
The campaign includes VisitMalta advertising on the iconic London Taxis and multiple adverts on selected lines and stations of the London Underground. Each of these adverts will have dedicated QR-codes taking commuters to a special landing page on visitmalta.com with more information, booking links, and even a nice prize for a lucky winner.
These initiatives form part of a wider plan which has been executed this year so far – a plan which included more Out of Home Advertising; TV and Radio advertising including special segments on ITV’s Good Morning Britain and Lorraine; a full-sized hand-painted Mural in Shoreditch, where a pop-up activation featuring Maltese Pastizzi and Wine, and a good word from Manchester United Legend Wes Brown helped to continue spreading the word about just how there is more to explore when Visiting Malta; and, a Magic Mirror installed at London Waterloo Station, tied to the premiere of Jurassic World Dominion. Such initiatives are always coupled and further enhanced with online campaigns which are targeted demographically and also by travel motivation.
Photo and text credit: MTA