Malta most recommended destination for UK singles

Malta is the most recommended short-haul destination for singles in the UK, according to a poll of British travel agents carried out by leading trade magazine Short Breaks and Holidays 2007.
The result is seen as highly significant by the Malta Tourism Authority, which has been trying to promote Malta among a younger generation of traveller in the UK.

The MTA was presented with the award at the Malta stand during the World Travel Market fair in London today.

Chris Fenech, the Malta Tourism Authority's Director, UK, said: "Till quite recently Malta was suffering from an image deficit in Britain.  We were being associated with a destination that one's parents or grandparents would visit year after year, rendering us, by association, quite humdrum and non-exciting.

"This award...shows a drastic shift in image perception. For the most part, ‘singles' are young people in their 20s and 30s, a market that we have been actively trying to attract for quite some time. The fact that so many UK travel agents consider Malta to be an ideal destination for singles means that we are succeeding in promoting this fresher, more dynamic and appealing image of Malta in Britain".

The award was presented by Martin Steady, managing director of BMI publications, among whose stable of travel trade magazines is Short Breaks and Holidays, a guide for retailers of short break holidays.

The magazine polled well over 600 main UK travel agents, with Malta scoring highest among all the UK travel agents questioned in the category "Short Haul Destination You Most Recommend for Singles".

Mr Steady said Malta had worked hard to change its image to one of a destination ideal for all age groups, and it was a great credit to Malta that the message was coming across.

MTA chairman Sam Mifsud, said the award showed that the authority's marketing focus and shift towards the short-break markets is well-founded "and is, basically, what all market intelligence is pointing to as ‘the way forward'".