Promote Malta as a cultural destination during shoulder months, Minister says

Promoting Malta as a cultural destination would help the tourism sector address the lull that comes during the shoulder months, Tourism Minister Edward Zammit Lewis said.

Addressing the opening session of an MHRA consultation meeting on the draft national tourism policy, Zammit Lewis said Malta should be promoted beyond the “summer, sun and beach concept”, as an island that has much more to offer.

“We need to penetrate new markets and widen our appeal,” he said.  

Zammit Lewis warned that the tourism sector was at an important junction and it was time to decide the way forward. The minister welcomed the growth of tourism over the years, while noting that recent statistics released by the NSO showed over 66,000 arrivals in December.

“These figures make Malta stronger than EU and Mediterranean countries. Once again, tourism is one of the major economic generators. But just like tourism is increasing, so will competition. We must come up with a plan to make our country a desirable brand that fuses European and Mediterranean characteristics and offer proper competition,” he said.

“This improvement, can only mean that there will also be an increase in competition from other countries, and we must strive to strengthen our product. Such is the aim of the National Tourism Policy being discussed here,” he added.

“The policy is projected until 2020, but it has a vision which extends to 2030,” said George Micallef, chairman of the national tourism policy committee.

Micallef pointed out that the policy will focus on various aspects like accessibility, marketing, supply, and Gozo as an independent product.

With reference to the supply section, Micallef focused on the hotel business, restaurants and general infrastructure amenities.

Micallef pointed out that there are 49,194 licensed beds, and that the total accommodation tourism expenditure is of around €465 million. The major issues in this sector are unlicensed accommodation, and poor quality in low category accommodation, with a fourth of visitors expressing dissatisfaction.

“The policy will take this feedback and aim to reduce these issues, and it will aim to improve standards of staff training in services and languages even in the catering sections, which includes restaurants and snack bars among others.”

“The policy also covers human resources development, with a particular focus on raising the standards for qualification of hospitality personnel.”

Micallef said that the policy will focus on making the country more accessible to potential tourists by tapping into new markets, and enhancing travelling opportunities during off-peak months.”

Micallef explained that a discussion of accessibility, could not ignore the protection of the national airline and make it more sustainable. The policy will also strengthen accessibility from the sea, with a particular focus on turning cruise passengers into future tourists.

The policy will also cover issues that are pressing to Gozo like marketing Gozo as a separate product in its own right, and focusing on its merits as a more rural touristic experience.