Tourism minister says ‘it’s all about service’

Improving Malta as a tourist destination does not only depend on the quality of the product, but the service provided is equally important, tourism minister Karmenu Vella said.

"Workers in the sector must realise that bad service ripples out across the whole tourism sector. The crux of the food and beverage industry is hospitality," Vella stressed, adding that no matter how good or bad a product is, what makes the difference is the level of service provided.

Speaking during the announcement of the results of a survey conducted by MTA on restaurants, Vella noted that the annual expenditure on food and beverage surpassed the €300 million mark with 75% of patrons stating that they were satisfied with the services received.

"However, the sector needs to address the 25% who rated the experience as poor. Only by looking into these issues can the employment of 5,000 full-timers and another 5,000 part-timers be secured," the minister said.

He also pointed out that the positive tourism trend the country has been enjoying over the past years together with an increase in the local standard of living have helped strengthen a dynamic industry that is constantly changing.

Vella also expressed his concern over the perceived lack of interest by restaurant owners in joining the Malta Hotels and Restuarants Association (MHRA).

With only 200 MHRA members coming from the 1,400 restaurants in Malta, the minister asked whether poor level of participation evidenced low motivation in what is an integral part of the tourism sector.

The industry, Vella said, is being challenged by all-inclusive options and the diversification of hotel packages which leave a negative impact on the business. He also announced the setting up of a committee to streamline the permits for alfresco dining.

Vella noted that another recent development that has had an impact on the industry younger age of tourists arriving in Malta.

Pointing out that the majority of tourists arriving in Malta are young people, Vella said these were well travelled and compare their experiences with other countries and also with their domestic standards.

The tourism minister added that he would like Institute for Tourism Studies to be transferred from the remit of the Education Ministry to that of the Ministry of Tourism.

He explained that the institute goes beyond providing education for its students, but emphasises the importance of the human factor in the industry.