Malta is including selected regional travel agents in its latest advertising campaign, which will launch in the UK on 15 March.
The Feel Free Again digital out of home campaign will run for six months in Sheffield, London, Manchester and Liverpool.
The tourism authority has partnered with Advantage Travel Partnership member, Sheffield Travel, Not Just Travel and easyJet Holidays and will use the agents as calls to action in the campaign collateral.
It is also offering training to agents in the above cities. Those interested should contact [email protected].
Natalie Swinburne, Trade Marketing Manager, UK & Ireland said: “We’re always looking for new ways to support our trade partners and we plan to incorporate travel agents into our advertising plans throughout 2021.
“We have deliberately chosen a broad range of the types of travel agents we work with, including the self-employed and smaller agencies within these key regions to help support our regional flight routes into Malta.”
Malta Tourism Authority’s UK Director Tolene Van Der Merwe said the destination had been hopeful it would be added to the UK’s green travel list last week, especially as it has the highest vaccination rate in Europe, but instead it was placed on the amber list, meaning holidaymakers must quarantine when they return home.
“While we didn’t make it this time, we remain positive that will change soon, and we are very much looking forward to welcoming back British travellers,” added Van Der Merwe.
From 1 June 2021, Malta will allow British holidaymakers who are fully vaccinated against Covid test-free access. Other arrivals must take a PCR test.