The Malta Tourism Authority has been encouraged to scientifically test its advertising campaigns in order to gauge their effectiveness before they start.

A performance audit report on advertising Malta as a tourist destination, which studied the MTA’s advertising campaigns in the Italian market between 2008 and 2011, revealed that these campaigns led to positive results.

According to National Audit Office, the scientific studies would ensure that the advertising material conveys the authority’s messages clearly to the intended target groups.

It found that there were substantial delays in the engagement of an advertising agency to assist the MTA in its marketing activities due to technical and financial reasons.

Such circumstances, the office said, may potentially compromise the quality and timeliness of advertising content and material in future campaigns.

It said the authority’s analysis of its advertising campaigns was generally limited to a macro review since cost-effectiveness issues did not allow it of specific campaigns.

The audit report showed that in general, the advertising and promotional campaigns undertaken in the Italian market effectively addressed its dynamics although there was a small decline in tourist arrivals from Italy in 2011.

The audit report highlighted the need for more promotion of low-season tourism. Moreover, the authority ought to widen its advertising efforts to cover all of Malta’s tourism niches.

The MTA’s targets for 2011 in the sectors of culture and heritage, sports, teaching English as a foreign language and conferences and exhibitions were not achieved, the audit office said.