New partnership between Malta Tourism Authority and UK operators

The Malta Tourism Authority will be establishing a series of bilateral agreements with UK tour operators. The agreements will focus upon the achievements of the objectives set out in the MTA Strategic Plan for 2000-2002.

MTA chairman, Dr John C. Grech and chief executive major Alfred Cassar Reynaud recently returned from London, where they led an MTA delegation for discussions with the major players in the British travel and tourism market.

"The message we conveyed to our UK partners," said Dr Grech, "is that Malta can offer a wider range of products to the British traveller than just sun and sea. If we tap this potential together, this can result in benefits both for the destination, namely in terms of higher yield, as well as for the operator, in increased profits. Malta's part of the bargain is to deliver the right kind of product and service - in terms of quality and variety - for the operators to sell. This is the linchpin of the MTA's strategic plan."

Talks with UK tour operators centred on the objectives, strategies and programmes outlined in the recently launched plan. Emphasis was placed on reinforcing the partnership between these operators and the MTA, including the authority's support to the tour operators in attaining the desired objectives.

A review of public relations strategies, particularly vis à vis the British trade media, was also on the agenda of meetings which the MTA held while in London. Meanwhile, UK tour operator Virgin Sun, the leisure subsidiary of the Virgin Group, announced that it will start operating to Malta as from 1 November. This company will, in fact, be selling Malta primarily as a weekend break destination over the off-peak season.