A NEW summer holiday programme to be launched by Air Malta at the Arabian Travel Market in Dubai aims to promote Malta as a unique travel destination for Gulf residents.

Air Malta which will be at the ATM for the third time this year, said the exhibition was now on the airline's annual calendar and it considered ATM as the "main trade event for the region".

"We feel that our presence shall project Air Malta as an ideal carrier to travel to Malta for vacation and to Europe," said Ray Borg, the airline's Area Manager Gulf States based in Dubai.

He said the airline was participating in the ATM with Malta's Tourism Organisation (MTA) and Air Malta Holidays (Tour Operating wing of Air Malta, also established in the Gulf).

He said the ATM gave the airline's management an opportunity to meet trade partners and boost the company's image in the trade.

Borg said Air Malta will also introduce its new products like the Frequent Flyer "Flypass" at the ATM.

"Our prime objective is to increase awareness of Air Malta as a quality carrier in the area and Malta as a unique holiday destination," he said.

"We also want to make as much contact as possible and encourage the trade to start selling us. We have to convince them that Malta and Air Malta are a profitable proposition, a win/win situation.

"We also like to explore other niches which we ignored in the past when we were stronger on the interline market. I am referring to conferences and incentives due to the excellent facilities that exist in Malta, language holidays, diving, and cultural and eco tourism.

Air Malta flies to more than 45 destinations in Europe, Middle East, Africa and the Gulf.