Branding Malta through social media

Abstract

With the emergence of Web 2.0., the power of social media, has changed the way travel consumers research for a potential trip. This has shifted from relying on traditional media, like brochures and information from travel operators, to having everything in one space online. Hence, Malta must shift its branding efforts to online platforms, in order to reach a wider audience as well as attract the right market segment to our islands. Travel consumers are now relying on reviews, images and content from other tourists who have been to a destination, before making their final decision to book a trip. Moreover, influencers are motivating and enticing viewers to visit the destination they go to, as well as purchase the services they use, through colourful images and videos on their feed. This must be played to our strengths, by utilising such marketing strategies to Malta’s advantage. This trend was confirmed through the results of the interviews done with a sample of tourists from different nationalities, who all were inclined to visit Malta, after seeing pictures online. Thus, it is paramount for brand strategies to be implemented on these platforms. In order to keep up our image, while portraying trustworthy and authentic content. The aim of this study is to build a comprehensive picture of the role that social media plays on Malta’s effort to attract visitors. The study therefore analyses the most relevant social media platforms and the current usage. Moreover, it discusses the potential social media has within the tourism industry and its effect to utilise it to its potential to promote the image of Malta. The research is backed by interviews on the field to ascertain feedback from the suppliers as well as visitors. Furthermore, an analysis was carried out by researching the online footprint of Malta compared to Cyprus, a competitor island in the Mediterranean.