Malta to launch post-Brexit campaign to target British tourists

Malta will launch a targeted campaign in the United Kingdom within the next two months so as to keep attracting tourists in a post-Brexit environment.

The plans were announced by Malta Tourism Authority CEO Paul Bugeja during a conference on the possible impact of the Brexit vote on Malta's tourism industry.

"The promotional campaigns will focus on the historical and Commonwealth ties between Malta and the UK, Malta's hospitality, and the fact that English is one of our national language," he said.

Most speakers at the conference sounded a cautiously optimistic tone about the Brexit aftermath on Malta, with tourism minister Edward Zammit Lewis confidently claiming that UK tourism should continue to increase.

British tourism currently accounts for 30% of Malta’s total tourism market and increased by 8% last year, and Zammit Lewis insisted that government has contingency plans in place.

"British tourists are a crucial share of the tourism market and we foresee that they will remain as such."

"Malta's economy is strong enough to withstand any Brexit shocks, and Brexit is unlikely to have any immediate impact on tourism as the majority of British tourists don't book their holidays at the last minute," he said.

Zammit Lewis said that the full impact hinges on the deal that the UK manages to negotiate with the EU, but that Malta can use its Commonwealth membership to its advantage by negotiating special bilateral arrangements with the UK.

The Opposition's tourism spokesperson Antoine Borg urged tourism operators to look beyond Brexit and start planning for the future, when regional Mediterranean competition gets back up on its feet.  

"Malta's tourism industry has benefitted from strife in neighbouring countries, and we shouldn’t let Brexit distract us from future challenges."

Air Malta’s deputy chief commercial officer Joe Galea sounded a more pessimistic tone, warning of an “absolute worst-case scenario” with only Air Malta and British Airways flying between the two countries.

“Easyjet is looking to relocate its headquarters from the UK, and Ryanair and WizzAir have both suspended UK investment plans, but I doubt the worst-case scenario will come to pass,” he said.