Malta has been named 2007’s ‘Most Recommended Short-haul Break Destination for Singles’ in the UK, according to a new poll of British travel agents carried out by leading trade magazine Short Breaks and Holidays 2007.
The award was presented to Sam Mifsud, Malta Tourism Authority’s (MTA) chairperson, on Tuesday at the World Travel Market held in London .
Presenting the award was 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 .
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 the island that the message was coming across.
The result is seen as highly significant by the Malta Tourism Authority (MTA), which has been trying hard to promote the island among a younger generation of British travellers and tourists .
Commenting on the achievement, Mifsud explained that the award shows that Malta’s marketing focus and shift towards the short-break markets is well-founded. "This is what all market intelligence is pointing to – it is our way forward."
Chris Fenech, the MTA's director, UK, commented: "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. The fact that so many UK travel agents consider Malta to be an ideal destination for singles means we are succeeding in promoting this fresher, more dynamic and appealing image of Malta in Britain ."
The poll involved over 600 British travel agents, who were each asked to list their most recommended destination in over 60 different categories.
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