SETTEMARI ITALIAN TOUR OPERATORS SURGE TO SELL MALTA

Minister for Tourism Michael Refalo addressed a destination workshop organized by Malta Tourism Authority, top Italian tour operator Settemari and local agents Events. The Italian agency brought over seventy travel agency representatives from North and Central Italy for a familiarization visit.

Settemari have operated to Malta since 1982 and, after reviewing the performance of the Italian market over the last twenty years, the Minister pointed out that, notwithstanding increased promotional spending and marketing, greater flight frequency, a much improved hotel and destination product and a Maltese presence in Milano, Rome and Catania, the number of Italian visitors had not increased proportionately to the effort and expense that Malta had undertaken in that market.

"If we take 1982 as a starting point, I believe that one should ask why in the light of the investment made during two decades, the number of visitors from Italy has only increased from around 40,000 to about 95,000 and this mostly in the height of summer?"

Minister Refalo said that parallel promotional campaigns and investment in other markets had achieved better results, and said that Italian tour operators should not view Malta and Gozo simply as yet another sun and sea destination.

"Malta is not just sun and sea. Malta is culture, history, friendliness, sport, parties, meetings, relaxation, casino, a centre for English language studies, a prized venue for meetings and conferences, and reflected safety and stability. An all year round destination for all ages, all interests and all pockets."

"We know we are not perfect. That is why we are so auto-critical. That is why you will see some improvement every time you return."

Travel agency representatives participating in a ‘Q & A’ session following the Minister’s address, made favourable comments on the quality of hotels and service; a variety of aspects which would attract Italian visitors, as well as the excellence of the guides, who had accompanied them on their tours of Malta.