Air Malta ‘crucial’ for tourism and the economy – MHRA

In its statement, the MHRA said that the tourism industry has a lot to thank Air Malta for, as it was pivotal to the growth of tourism to what it is today.

“However, the world is changing, particularly post the economic recession, and only those that embrace the necessary change will survive and thrive,” the MHRA said. The Association said that one of the areas which have seen a massive change has been in the way people decide where to go for their holidays.

“This was driven by the advent of the Low Cost Carriers which challenged the charters and coupled with on line hotel bookings offered a very competitive alternative to the traditional inclusive tour on a charter.”

The MHRA stressed that this presented a huge challenge, not only to airlines, but to all the players of the tourism industry.

“All of [us] had to struggle to cope with changing trends, tougher competition and rising costs, which called for a restructuring of the entire tourism industry.”

The Association explained that all players will have to find ways to best survive and safeguard the huge investment put by all the stakeholders over the years.

“There is also the national economy at stake here, as it is in the foremost interest of the national economy that tourist arrivals increase,” MHRA said. “We believe that immediate changes have to be made for Air Malta in order that it regains its health and start thriving again.”

MHRA deems Air Malta as an indispensable partner of the industry. “Without it, we will probably lose the conference business, the specialist tour operator business, and other important niches that the airline has developed over the years.”