Marketing Malta as an international football camp destination

Abstract

This study analyses Malta's potential as a training camp destination in order to market the Maltese islands in the training camp industry, an emerging niche market within Sports Tourism. This study includes views from people coming from various sectors ranging from a professional football player who experienced Malta in such context to board members. Malta should target the British market due to a number of similarities such as language and past colonial links; moreover Malta should not open only for professional football teams but also for nurseries and schools who want to pursue a training camp in Malta. Regarding facilities, there is the urge for more as Ta' Qali and Hibernians complexes provide the necessary infrastructure and natural turf in order to satisfy the needs of a professional team, especially those from the British Region. In order for Malta to be competitive it needs to start a professional marketing campaign with clear emphasis on branding, as the latter is a very powerful tool yet cost effective. It is evident that the co-operation between the Malta Tourism Authority, The Malta Football Association and its affiliates, along with the local government, ought to continue in order to offer an attractive package which would portray Malta as a package incorporating sports as the primary discipline but also attractions and comfort. In order for Malta to grab a competitive market share, a clear analysis of the present facilities must be undergone in order to adapt for the modern needs of football clubs with the sole aim of luring high profile teams to Malta, as at the moment high calibre teams are difficult to attract since they are choosing other countries other than Malta.