Tapping America

Malta is failing to tap a potentially lucrative tourist segment like the American market because the destination is not making a good job of promoting its attractions.

This conclusion was reached by Michael Fox, a senior US tourism consultant for UNESCO and a policy adviser to the US Agency on International Development on Ecotourism and Enterprise.

In his own words, as reported in The Times: "Malta could be a highly desirable destination, but it is failing to promote and recount its history and culture, leaving many Americans unaware of the island."

Mr Fox, undoubtedly well meaning, indicates particular areas which merit serious consideration. He emphasises the need to develop niche markets and to improve presentation techniques in Malta's visitor attractions, while urging local authorities to invite the major US press associations to obtain media coverage in the source market.

Cries for the development of our tourism product are the order of the day, especially when a foreign consultant visits our shores and enthusiastically notes the wealth of history, culture and heritage. These first reactions are more often than not followed by dismay or disappointment at the way we have allowed our main tourist offer to deteriorate.

So Mr Fox is absolutely right when highlighting the benefits which an integrated interpretation strategy can have at the Ggantija Temples and at the Barracca Gardens.

From this viewpoint, what is good for the American market is also relevant for all other markets, so any product planning initiatives aimed at livening our static tourism displays in all museums, gardens, fortifications, monuments, remains, buildings, aqueducts and the like are certainly appropriate.

Niche marketing strategies are also welcome, since selling our destination exclusively on the basis of sun and sea is nowadays outdated.

Mr Fox also touches on the need to ensure visibility in the American market. He urges Maltese authorities to invite press associations such as the American Travel Writers to Malta, since it is these groups that expose Malta as a destination to the potential American tourist.

Yet this suggestion can only reap sustained dividends if considered as the tip of the iceberg. It makes only partial sense to boost one's PR campaign in a particular long-haul market before sorting out more urgent matters by devising a marketing campaign based on facilitated access and subsequently a shortened travel distance.

A clarification would be opportune. MTA has had an overseas office in New York for over a decade, yet arrivals from the American market in the 11-year period between 1990 and 2001 rose by only 10,000 tourists (from 9,934 to 19,986) despite an annual operational budget that unofficial sources suggest exceeds Lm125,000 (small by international standards, but significant within the Maltese context, considering that it amounts, for example, to 36% of the equivalent annual budget dedicated by MTA to its Product Planning Division).

The 10,000 increase in arrivals is therefore deemed insufficient, especially since a good proportion of Americans are ethnic tourists who would more or less come to Malta anyway with or without any direct marketing activity.

MTA's promotional success is also questionable since other tourists are influenced to visit Malta (among others) through private sector marketing initiatives, allegiance to international hotel chains reservations systems and as cruise passengers (unless they are excursionists). Whatever is left visit our shores because of direct promotion.

Marketing initiatives are undoubtedly hampered by the lack of direct flights and the undesirable waiting for connecting flights at Heathrow, Frankfurt or other major European airports. This accessibility problem has indeed long been a major headache for local authorities, with MTA's marketing personnel severely handicapped in their promotional endeavours by the absence of an appropriate connection.

It is time for MTA's top management to acknowledge that a major rethink is needed in this market. For instance, the much vaunted collaboration with Air Malta, overtly emphasised and re-emphasised during the recent MTA annual conference by all MTA senior officials, is anything but apparent in this case.

MTA's consistent efforts do not seem to have the full support of Air Malta, since the airline has always undertaken cautious initiatives in America.

Don't get me wrong. I am not against the marketing of Malta in the US. My sources indeed indicate a reasonably good and regular interest in Malta as a destination by the American public, especially through Internet inquires.

Facts and figures however show that the existing scenario is not proving cost effective and that the accessibility stumbling block should be tackled immediately alongside the consideration of other marketing avenues (call centres could be one option).

Suffice it to say that other source markets over the same time frame have grown into pillars (such as France or Italy), blossomed (like the Netherlands and Austria) or grown encouragingly from scratch (like Russia or Japan).

My stance is very simple. Before latching on to Mr Fox's suggestion, the MTA needs to ensure a full commitment of all key players in the industry, without whose input any marketing initiatives in the States will remain crippled.

In the absence of corrective action, the MTA would do well to consider closing shop and spending the American budget elsewhere.

alanvella@keyworld.net