Continuity on the one hand, diversification on the other, development of new segments: Malta pursues its tourism strategy by building on solid foundations in the French market. Hence the idea of continuity, with France now the third-largest emitting country, with 258,000 visitors in 2022, representing growth of 8% compared to 2019, already a record year.
This should put France in the top 3, behind the UK, with its historic affinity with Malta, and Italy, but ahead of Germany, a market weighed down by the covid effect and limited air capacity. " France has seen the biggest increase in 2022all with an average length of stay that is increasing, by more than seven nights on average, says Claude Zammit-Trévisan, who has been Director of the Malta Tourist Office in France since January. However, in this market, our objective is not so much volume as quality.. "
The French market has climbed to third place overall, in the MICE segment, France is even the leading source of business with 40,000 passengers last year. " With all its hotels, event venues, congress and conference facilities, Malta can accommodate all types of events." says the director of the tourist office.
In this segment, as in the case of leisure customers, the destination intends to follow the same strategy of continuity by extending its good momentum. At the same time, Maltese tourism is keen to promote its gastronomy, with the country now boasting six Michelin-starred restaurants. diversify routes by taking tourists off the beaten track. For example, by inviting travellers to discover its great history not only in Valletta - a UNESCO World Heritage site - but also in the nearby town of Birgu, where the Knights of Malta first settled on the island. What's more, the tourist office aims above all to highlight the authentic, rural side of the island of Gozo.
Another element of its strategy, common to both leisure and business tourism, is that Malta intends to develop new growth segments. Luxury in particular and top-of-the-range incentives in terms of business tourism. Claude Zammit-Trévisan notes " growing interest from the destination for small exclusive events, steering committees, etc." . The development of boutique hotels, particularly in Valletta, is part of this trend.
However, the hotel offer for MICE groups is still concentrated at St Julian's, around the ten or so four- and five-star establishments, including the Hyatt Regency, Hilton, Marriott, Westin, InterContinental, Corinthia and Radisson Blu. By 2023, new top-of-the-range hotels on the islandThese include the 600-room AX Odycy hotel in Qawra, near St Julian's. The large seaside resort on the east coast of the island will also see the launch of the ME luxury and lifestyle brand, of the Spanish group Melia. Offering 140 rooms and suites as well as meeting spaces, the ME Malta will be crowned by a lively, festive venue, the Radio Rooftop Bar. The Me Hotel is housed in a 31-storey tower built on the foundations of the Mercury House, a building dating back to 1903. Designed by the architects of the late Zaha Hadid.
Malta Tourist Office
In addition to these new hotels, business travellers from France will soon have a new way of getting to the island with the opening by Air Malta of a direct route from Nice from 27 March. Initially seasonal, this route could be extended to year-round service, depending on its success, as is already the case for services to Malta from Lyon and Paris CDG. But other airlines serve the island all year round from France, such as Vueling from Paris Orly and Ryanair from Nantes, Toulouse, Marseille, Bordeaux and Lourdes-Tarbes. Air France and Transavia connect Paris to Malta from April to October, Air France from CDG and Transavia from Orly.
