Pulling one rope... in the same direction

Over the past week, I again had occasion to address the Malta Tourism Authority board to discuss openly what is the present state of play of the tourism industry, what needs to be done to improve the situation, to have precise implementation targets and time frames, and to look forward to the tasks that we need to carry out together.

I strongly believe that what happens in this industry concerns the entire nation and, as I had done early this year, I am again sharing with the readers of this column the policy directives that I outlined last week to the Authority on the way ahead.

Much has happened during 2004, confirming once again what a volatile industry tourism is. International tourism has passed through a difficult phase and Malta's performance has been no exception.

Although the situation remains buoyant, I look forward with cautious optimism to the immediate future, especially since the downturn in arrival figures has now been reversed. Indicators on arrival figures for August continue to confirm this trend.

In the meantime I have also taken note of the second quarter report compiled by Deloitte and Touche on behalf of MHRA and published last week.

Within this difficult period in early 2004, I was not convinced that the existing MTA structure responded fully to the exigencies of the market and that it was aptly reacting to the ever-changing scenarios characterising the tourism industry.

Hence my decision to restructure MTA's operational framework, an important exercise that will hopefully bear the desired dividends by remodelling the MTA into a more flexible, proactive and dynamic organisation.

The decision to restructure the MTA complements other ancillary directives and projects which Government intends implementing over the coming three years.

The purpose of my meeting with the MTA board as well as my immediate letter to all board members about the different policy directives presented was to convey to all board members some of the practical measures that Government intends taking to reaffirm its firm commitment towards the local tourism industry.

It is not my intention, however, to rest on past and present laurels. We have a mission to accomplish together, and it is in everyone's interest that we all pull the same strings. I have always perceived my ministry as being the catalyst within the holistic tourism scenario, and I thus feel it my duty to communicate to all board members a number of additional tourism deliverables which Government will be seeking to implement in future.

Malta's rich, authentic heritage product has often lacked an adequate interpretive provision that transforms a visit by the tourist into a qualitative experience, notwithstanding the fact that history and culture have regularly featured prominently within tourist itineraries.

Government is now committed to implement a €3.5 million project around Hagar Qim and Mnajdra which will add an additional dimension to the tourism product not only because of the importance given to sustainability and conservation issues (primarily through the erection of two membrane structures to protect both temples) but also because of its emphasis on the qualitative provision of visitor information within the proposed interpretation centre and along the entire archaeological park.

Government's investment in Malta's cultural heritage is not limited only to this project. Other interpretation, restoration and rehabilitation works are scheduled in key sites, such as Ggantija, to further enhance the qualitative visitor offer. All this, obviously, to the benefit of Malta's tourism product.

Government would like to see our tourism industry develop primarily on the basis of our culture, history and the arts. In this respect the MTA is expected to ensure that this strategy is constantly reflected in all its marketing campaigns and to extend the closest possible collaboration and material support to Heritage Malta in its programmes and initiatives to upgrade the product.

With regard to the MTA's own restructuring process, it is Government's firm intention to implement changes in the coming months. A cost effective and fully accountable structure means that the MTA will need to improve its marketing and standards audits so that the effectiveness or otherwise of international promotional campaigns would be clearly verified.

Closer co-operation with other Ministry for Tourism and Culture entities is also warranted, especially when marketing the Maltese Islands through the Web.

Another area that requires attention is the integration of the MTA offices abroad with embassies. I do not see any scope for unnecessary duplication or waste of resources and hence the authority is expected to begin integrating its overseas offices wherever practicable within Malta's embassies and to do so to ensure a more cost-effective operation.

Over 200,000 tourists visit Malta for its heritage. Moreover, four per cent of total tourist arrivals, that is just under 50,000 visitors, are conference and incentive delegates spending approximately three times as much as an average tourist. An estimated 55,000 tourists visit our shores for diving purposes.

MTA should intensify its campaign to penetrate further these and other niche markets, such as the learning of the English language, especially in view of their considerable potential to attract international traffic in the shoulder months and low season.

A strategic assessment of the needs of the diving industry is particularly warranted (with the assistance of the relevant governmental agencies and the diving community) since the sector needs appropriate management, enforcement and above all direction. I would like this report to be completed by next May.

MTA is in more general terms expected to weigh more heavily on what is ultimately the bottom line to ensure further growth of tourism: that is, product development.

Our initiatives in this respect need to be limited but highly focused and with a clear and strong impact.

The development of St George's Bay offers the best example of what the ministry and MTA can achieve through concentrated action.

Malta will soon benefit from a properly designed cruise liner passenger terminal, which will undoubtedly be a tremendous boost to our cruise infrastructure. I am confident that an enhanced product will enable Malta to improve cruise liner visitation patterns and to tap into the home port market with more vigour, provided that the major stakeholders embark on a co-ordinated and concerted effort to market Malta as an ideal hub and destination.

Various projects will come on stream in the near future. These include a sports complex in northern Malta, the development of additional yacht marinas, a structured public cleaning and landscaping system, regional park and beach improvements, camping and caravan sites, public transport reform, the completion of roads and specific developments, such as at the opera house site and Freedom Square, Valletta.

Such projects will undoubtedly benefit the tourism sector due to their direct relevance to the tourism product.

The task ahead is a challenging and arduous one. There is clearly scope for even closer co-operation between the public and private sectors to ensure that Destination Malta projects the right image that is so vital in the international marketing field.

Within this scenario, I shall keep on asserting that the role of my ministry is to act as a catalyst for the entire tourism industry, to stride not so much behind as alongside all the stakeholders who are the key players in the area, to carry on with a hands-on approach, to have the courage to speak out on whatever affects the industry in one way or another, as well as to implement such change processes as may be required to interact positively with the industry's requirements that are hardly static.

I remain confident that we can make it as long as we not only pull the same rope, but also pull it in the same direction. That is the difference between a tug of war and moving ahead in one direction as the industry and our country requires from each and every one of us.

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