Attracting the Asian visitors to Malta : focus on Chinese market

Abstract

The following research paper is created to present the results of the study on the demand drivers of Chinese outbound travelling as well as develop a set of recommendations for Maltese tourism authorities and representatives for a more efficient positioning of the country among potential Chinese tourists. The research method has involved the analysis of secondary data, accumulated in publicly available sources, previously done studies and reports as well as primary data, gathered during interviews with the representatives of tourist sector. In the result of the study, the author firstly poses a rhetoric question if prospective development of Chinese inbound tourism would actually justify the financial and human power investments into marketing activities. Next, taking the necessity to develop a positioning campaign for Chinese travellers for granted, the author develops the list of aspects that require special attention in order to ensure effective positioning of the country and match of supply of touristic services with the demand of Chinese travellers. In the short run and thus in the first place, Malta should aim at sightseeing and niche cultural place seekers, attracting them with great variety of temples and churches on the islands. In the longer perspective, luxury vacation seekers might be targeted as well, though, this would require the development of high class shopping opportunities, infrastructure and touristic facilities to ensure high level of Chinese tourist satisfaction. Moreover, the analysis of the inputs gathered during the research gives a possibility to claim that Malta iii needs to develop an effective marketing communication plan to push up the level of awareness of Malta among Chinese tourists. For this, widely visualised informational package should be prepared and distributed via different social media, Internet and physical distribution channels. Apart from this, Maltese tourism authorities should facilitate the development of the tourist reception and entertainment services consistent with the requirements, expectations and, the most important, cultural specifics of the Chinese. Maltese tourism sector representatives should significantly reconsider the islands` current positioning and develop a new branding strategy that would be translated into a set of marketing and communication practices.