Having experienced some years of a declining tourist market, the Mediterranean island of Malta is seeing a revival in her fortunes as a mainstream tourist destination.

The prospects for the island have improved dramatically over the last year. At one point in 2006 there was speculation that a major British tour operator was considering taking the holiday island out of its brochures, but this year, having stared at the possibility of slipping to a niche travel destination, Malta is enjoying an upswing in visitor numbers.

The danger of slipping to a niche travel status, and the subsequent economic consequences for the Malta tourist industry, is thought to be part of the reason why the island was galvanised into finally accepting low cost flights from her main UK and Irish markets, with Ryanair starting flights from London in November last year, and this March from Dublin.

In addition to the new Ryanair services, the island’s own airline, Air Malta, has run a successful campaign of its own for cheap Malta flight deals, and from May launched a new route from Liverpool to Malta. Further visitors are expected from Spain and Germany, following agreements with airlines to provide cheap Malta flights outside of Malta’s traditional market.

The extra visitor numbers are being boosted by more media coverage in Malta’s traditional core market of the United Kingdom, with daily and Sunday newspapers featuring Malta more as a suggested location for a holiday.

But there could be a bigger boost for Malta in the autumn if discussions concerning a British TV soap comes to fruition.Local media in Malta reported recently that talks were taking place with Britain’s favourite TV soap, Coronation Street, about filming an episode on the island.

Coronation Street is the world’s longest running soap, and first broadcast in 1960. Viewing figures in the UK regularly top ten million viewers an episode, and as recently as April this year reached twelve million.

In addition to reaching Malta’s prime UK market, additional benefit for the Malta holiday industry would come from Canada and Australia, where the show is aired some weeks after the UK.

Time will tell if it can be for Malta and her travel industry.

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