Jason Camilleri Allan, Director, Exclusively Malta Luxury Travel Ltd

As far as destinations go, Malta is still relatively new to Canadians. Though rich with history and brimming with beauty, this ‘hidden’ gem often flies under the radar, overshadowed by bigger and more well known Mediterranean destinations. Hoping to change all that is Exclusively Malta Luxury Travel Ltd, which has set its sights on capturing the North American market. In this week’s edition of Friday Five, we sit down with Director Jason Camilleri Allan, who tells us what we should all know about the destination, and how agents can better sell it.

1. How many visitors arrived in Malta in 2016-2017? Of that, how many were Canadian?

There were over 1.9 million tourists into the Maltese Islands in 2016-2017 and that was a 10% growth over the previous year. Out of that number, the North American market accounts for 2.5% (20% growth year over year). Looking at the percentage, one may think that is a low number, and relatively speaking it is. However, Malta as a destination to the North American market is relatively new, which makes it even more of a sexy destination for those looking for something new and unique.

2. How would you define Malta as a tourist destination?

We like to refer to Malta as a destination for the Cultural Enthusiast to the North American market. To the European market, Malta is seen as their Caribbean, where most of them head down in the late spring and summer. The North American market is searching for a destination that can provide rich history, somewhere they can immerse themselves into the culture without many barriers.

Malta, although small in size, has much to offer to a very broad audience:

• Hands-on, farm-to-table experiences ranging from private chef experiences to mingling with local farmers.
• The unique opportunity to visit over three UNESCO World Heritage Sites within a relatively short distance.
• Fiesta season runs from May to October, during which each village celebrates the feast of the village patron saint. This leads to parties in the streets, marching bands, and local culinary food stands. Watch a video here:
  
• There are no barriers to travelling to Malta. A visa is not required, English is one of the national languages, and begging is illegal.
• People would be surprised to learn that Malta has free-standing temples that outdate the Pyramids of Giza and Stonehenge by 1,000 years.
• We have three islands: Malta, Gozo and Comino. Gozo can be either a day trip or, ideally, an extended stay and is similar to Muskoka in Canada.

3. Is cruising becoming more popular in Malta?

Malta is a perfect stop for cruising. Cruise ships frequent Malta as part of the Mediterranean or Holy Land Journeys. In 2016-2017, Malta welcomed over 500,000 cruise passengers. Day land experiences are widely taken by cruise passengers. Exclusively Malta provides private small-group or FIT land experiences.

Malta’s harbor is one of the best harbours in the world as it is surrounded by bastions built by the Knights of St. John. It’s also one of the world’s only natural deep harbours.

Malta is perfect for a pre- or post-cruise stay. Pre/post-cruise opportunities are available with PONANT, P&O Cruises and Tauck. Other cruise lines that offer Malta as part of their itineraries include: Norwegian Cruise Line, Oceania, Regent Seven Seas, Silversea Cruises, Viking, Seabourn and Cunard.

4. What’s new in Malta for 2018?

Valletta will be the European Culture Capital for 2018 (visitmalta.com/en/european-capital-of-culture-2018). This Baroque city, which was built by the Knights of Malta after the Great Siege in 1565, is a UNESCO city and provides a beautiful backdrop for the culture-seeking client. Within its walls, you can find many converted palazzos that are now boutique hotels nestled into the narrow streets. Valetta also has many restaurants to choose from, plus many festivals that occur mainly every weekend from end of May until end of October.

5. Does the destination work with Canadian travel agents?

Yes! We offer educational programs via webinars, agent programs, fam experiences and flexible rates and programs. We also have a specialist program that will be offered to all agents. It is the perfect selling tool as it is a new destination for Canada and people are looking for something fresh and new.

Malta is like the Kirby Vacuum – no one ever knows they need one until they’re told they do!