Demand generators in the German outbound travel market : a lesson for Malta

Abstract

The purpose of this study is to give an overview of which factors affect demand with particular reference to the German outbound travel market to Malta. Showing the potential of the German market for Malta and to elaborate if the local tourism industry is utilizing its resources in an effective way (lesson learnt?) in order to attract the German tourists, is the main objective of this paper. Qualitative research was the preferred method to gather the data relevant to this study. Due to the fact that much information on the demand side of this study has already been researched in detail by the Malta Tourism Authority (MTA) Research Unit, the collection of data found in this study focused mainly on the supply side by using two different research tools, namely questionnaires and a personal interview. A face to face interview was conducted with the manager of a local destination management company (DMC). In order to include the view of a public tourism entity, the director of the Malta Tourism Authority office in Germany, was given detailed questions to discuss important topics such as marketing efforts, accessibility and possible trends relevant for the German travel market to Malta. The results found in this study indicate that Malta satisfies many pull factors that generate demand on the German market. However, improvements and monitoring of these factors is highly suggested in order to keep up with the fierce competition from other destinations. This should also strengthen and maintain Malta's assets on the German outbound travel market in the future.