World Report

ccording to MTA studies, Malta can accommodate around 1.5 million tourists. Despite the fact that this is more than three times the country’s population, in terms of the industry it is not so huge, especially when compared to large countries like Tunisia or Turkey which have the added advantage of lower running costs. Malta’s strategy, therefore, is to be selective about those 1.5 million visitors, aiming for the upper end of the market with a product offer that includes a rich array of cultural sites, activities and events, and a range of luxury accommodation from which to choose.

Le Meridien hotel, which offers top-notch service and magnificent accommodation, is located on the beautiful waterfront of Balluta Bay and built on the grounds of an 18th century villa.

The latest addition to this range is Le Meridien’s second hotel on Malta, Le Meridien St Julians, which opened in March. A 1,600 square metre conference centre, a landscaped terrace for outdoor events, and three floors of executive bedrooms are part of the facilities provided for the more discerning visitor. Set in a beautiful villa with original Italian murals, St Julians has all the style of a Grand Hotel, but with a definite Maltese flavour, says general manager Benjamin Sington.

Benjamin Sington
General Manager Le Meridien

‘We are succeeding at changing the island’s reputation’

According to Mr Sington, Malta’s rebranding strategy is helping to reinforce the islands’ strong points. “It is important for Malta to work with what it is good at and what it has a niche in, which is clearly heritage,” he states. “There has been a move to change the island’s reputation from a cheap, three-star, sea and sand destination, and I think Malta is succeeding in this aspect,” he continues. The private sector infrastructure is developing rapidly, with almost 3000 five-star rooms now available, and Mr Sington believes that with the help of funding the public sector will soon catch up.

Malta’s development of heritage and culture fits perfectly with Le Meridien’s line of vision. “We are already in this market and we support it completely,” says Mr Sington.