Malta, a strong brand as a tourist destination; is it really more than just sun, sea and sand?

Abstract

During the second half of the 1990s, Malta experienced some significant problems in its tourism sector, due to its long-time reliance on ‘mass tourism’, particularly from the UK and Germany, leaving Malta unable to compete with other Mediterranean countries as a summer sun, sea and sand destination. In fact, a decline in growth resulting from annual arrivals, average length of stay from tourism was recorded during this period, which can be attributed, in part, to the fact that Malta is a small, relatively densely-populated island, with limited water supply and strained infrastructure. Additionally, it does not possess in abundance, the natural resources and sandy beaches to compete as a summer resort. As a result, Malta needs to: ➢ Strive for steady but sustainable growth of arrivals; ➢ Focus on more personalised bespoke quality experiences, products and services; ➢ Diversify products and markets away from the traditional market segment, by focusing on its core values, which are Heritage, Diversity and Hospitality; and ➢ Reposition itself as a destination outside the peak season, as well as attempting to remain competitive, in the long term for the summer, mainstream tourism market.