The Overseas Network
The Malta Tourism Authority operates through a network of own and representative offices to implement its marketing plan in the various source markets. The International Marketing Division within the MTA’s Marketing Unit is entrusted with directing the overseas network to execute the plan and achieve the set targets and objectives.
The authority operates three main offices in London, Frankfurt and Rome and has smaller branch and representative offices in various other cities located in Europe and beyond.
The promotion of Malta is done through a number of tools. Primarily the authority runs advertising campaigns in all its main core and secondary markets. Various mediums are used for advertising including TV, national and regional press, outdoor and online. All advertising is undertaken in co-operation with trade partners including airlines and tour operators. The authority also participates in over 65 fairs throughout the year. Apart from regular leisure travel fairs Malta is also present in a number of specialized fairs dealing with Meetings and Incentive Travel or other special interest travel like language holidays, diving, religious travel, short breaks and holidays for senior travelers.
Public relations is also an important tool to promote the islands and every year the MTA hosts some 850 journalists in Malta originating from a number of markets and mediums. The overseas network is responsible to source these journalists and to then follow up to ensure the adequate exposure is given to Malta in the foreign press. In most markets the MTA has professional PR agencies to assist it in the execution of its PR programme.
The overseas offices also have strong regular contacts with current tour operators to ensure that the destination is well positioned in the market. The overseas offices and representatives are also continuously seeking new operators to promote and sell Malta. Regular promotional campaigns are undertaken with tour operators while the authority also conducts educational and promotional campaigns for retail staff from travel agencies.
Online marketing is featuring more regularly in the authority’s promotional campaigns and various online tools and platforms are used to target the different sectors of the market.