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Malta Tourism Authority

The Malta Tourism Authority (MTA) has a diverse role, but one, which in essence is all about creating, and fostering relationships. The MTA is the tourism industry's regulator and motivator, its business partner, the country's brand promoter, and forms, maintains and manages meaningful partnerships with all tourism stakeholders.

The VisitMalta website is MTA’s destination marketing portal that aims to interest, attract and persuade travellers to visit Malta.

How did Deloitte Digital help?

MTA required a portal that improved the overall aesthetic and user experience to make the site more engaging, whilst truly representing the values portrayed by the VisitMalta brand. In addition, they tasked our team to implement a content management system that catered for new features and functionality and allowed users to update the site easily on a regular basis. MTA also wanted to establish SEO foundations for future growth and to leverage organic traffic.

Content management system (CMS) Integration

Deloitte Digital was instrumental in integrating the Visit Malta website with a user friendly CMS in order to allow and provide access to the backend users to edit, manage and maintain the newly designed site through a single easy interface, eliminating the need for specialised technical knowledge such as HTML, CSS and JavaScript.

User experience (UX) and User interaction (UI)

Our UX/UI team reimagined and redesigned the site from scratch whilst making use of corporate identity guidelines. The new site included improvements in the user experience by providing the audience with an efficient way of finding what they were looking for, ultimately helping increase the number of users accessing and making use of the site.

Search Engine Optimisation (SEO)

Our SEO team used a refined combination of tried and tested tools to perform keyword research in an effort to identify high searched and accurate keywords in order to attract as much traffic to the website as possible and to optimise the conversion rate. In addition to this, they checked and updated title tags, meta descriptions and made use of proper HTML mark-up such as headings.

In addition to this, monitoring web master tools – Google Search Console and Monitoring Google Analytics where set up in order to be able to access and view the website performance such as organic traffic, clicks, impressions, most viewed/searched pages, most searched queries, type of audience (age, country, city), devices used and technology.

The results

Deloitte Digital offered the right mix of user experience, visual design and implementation expertise. The site is not only visually appealing but also easy to navigate.

By the end of 2019, MTA had an increase of 21.17% in the number of new visitors as well as an increase of 21.23% in the number of returning visitors. The number of sessions by returning users also experienced a spike of 43.53% while during the same period user engagement increased by 30%.


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