Tourism, which remains the strongest pillar of the Maltese economy, does not exist in a vacuum and should crucially move in line with societal changes and growth. The market is constantly changing, increasing the need for professional development within establishments' approaches, operations and services.
With this in mind, the Industry Human Resource Development Unit within the Malta Tourism Authority (MTA) embarked on an 18-month Tourism and Support Services Training Programme to address tourism objectives in a holistic manner, through people training and development initiatives.
Talking to The Sunday Times, Joseph Tanti, MTA's Industry Human Resource Development head, explained that the project's main objective is to provide a long-term vision of human resource development within the tourism industry, by holding different activities to address the different needs of the tourism sector.
"In this project we will not only be working with those directly involved in tourism but also in connection with tourism-related services, such as shop assistants, bus drivers, taxi drivers and others who deal with tourists on a daily basis," he said.
The programme falls under the Single Programming Document (SPD) Priority 2 - Developing People, Measure 2.3 Lifelong Learning and Social Inclusion. The €400,000 project, 75 per cent of which is funded by the European Union Social Fund, will be administered and delivered by a consortium made up of MISCO, Ireland's Optimum Results and JP Advertising.
The Tourism and Support Services Training Programme will be divided into five main activities, each addressing different needs and important sectors in the industry.
Service culture
During this programme, a multimedia training package will be provided to be used as a training tool to improve customer service to complement the tourism product. Targeting owners/managers of tourism establishments, the activity will be highlighting a customer service culture in terms of customer satisfaction and quality of service.
Morgan Parnis, MISCO People Management and Development consultant, explained that each participant will be given a training DVD portraying examples of good service while pointing out the areas that require improvement.
"We have already started filming and will be finished by the end of next month," he said. "The training DVD will portray the customer's journey from the time of arrival all the way to the time of departure, clearly indicating the dos and don'ts on how to approach tourists.
"Customer care is an area that definitely needs improvement. Sometimes we simply lack the basics, such as smiling, which we normally take for granted but should be constantly aware of."
The package will include training handouts and an interactive CD-ROM, and various participative discussions and workshops will also take place to share experiences and point out certain issues within the industry.
"This is an innovative, creative multimedia training package whereby we are seeking to instil a culture of excellent service in all sectors of the industry" Mr Parnis added.
One can apply throughout August and the workshops will be carried out from September to January.
Good practices for good businesses
Aimed to enhance standards and working practices, the activity is intended for operators of hotels, restaurants or travel agencies. It is focused on provision of support to tourism business, implementing adequate practices in various areas of operation, and improving standards and services within operations.
Detailed research to uncover the good practices in the three main Maltese tourism and hospitality sectors will be carried out from August to November.
"We do have a number of fine operations in Malta, and MISCO and Optimum Results will be researching and benchmarking them against international practices," Mr Tanti said.
"The research will involve qualitative in-depth interviews to identify good local practices. A number of sectoral workshops will then be carried out to discuss the results," Mr Parnis added.
With a motivational approach, emitting positive energy, the trainers will be strengthening, improving and building on what is currently being done. The best practices will then be disseminated during workshops and discussions, in February and March, after which the best practices will be published and distributed. International speakers will also be invited to talk about good practices in other country. One can register for the sectoral workshops throughout January.
MERHBA - Welcome Malta Training Programme
During their stay on our islands, tourists should feel welcome and comfortable, especially when enquiring for information on Malta and its places of interest. The Welcome Malta Training Programme, also referred to as the Merhba programme, is designed to improve transport service providers' ability to communicate with tourists and to supply them with any information needed.
"Tourist transport services are very important and we are building on the experience of the Leonardo Mobility Project, whereby 20 taxi and bus drivers were sent to Portsmouth for a study visit," Mr Tanti explained.
"It was very successful and all participants felt positive and motivated. However, we only covered a few people and this is a huge sector which is crucial in the tourism industry."
Targeted at coach, bus and taxi drivers as well as those operating horse-drawn cabs, the programmes will be covering a number of issues, including customer care, branding Malta, how to treat people with special needs and quality service improvements.
"The course is based on the Welcome Host programme developed by Tourism South East, UK, but adapted to the Maltese culture and environment," Mr Parnis said.
"Part of the training will be held at MISCO's training centre in Valletta; however, we will also be holding outdoor activities. Participants will be taken on a coach around the island and the trainer will conduct a number of interactive exercises at various historical sights."
Inside training will be practice-oriented and will also promote discussions based on the delegates' personal experiences. Trainers will spend a day with a driver on the job, to experience what the delegates go through. "The programme will be highlighting the three core values of the Malta brand - hospitality, diversity and heritage," Mr Tanti said.
Twelve training programmes will be held between September and December, and another ten will be carried out throughout January and February.
Training support to SMEs
Run by MISCO and Optimum Results trainers and consultants, the programme will be providing small and independent businesses with tools, which can be used on a daily basis to measure and implement new ideas to move forward.
"Larger operations have human resources and training support. However, smaller establishments might not have enough support, so we want to target those employing 50 less," Mr Tanti said.
Five seminars will be covering a variety of subjects including business planning, training and management, and six one-to-one visits will be conducted by a team of ten professional advisers to see how things have progressed after the training.
"They will also talk to the participants in confidence about the challenges they are facing. Optimum Results have carried out this programme in Ireland and it proved to be very successful," Mr Parnis said.
"With our partnership, we have now adapted it to Malta and it is being provided to small enterprises on a first-come-first-serve basis. We can help them create a vision, so that they know where they are heading and what challenges lie ahead.
"During the seminars practical tools will be discussed that will facilitate the management and operation of their business," he added.
When the course is completed, certificates from the Institute of Leadership and Management will be awarded. Training will be held from October to August. Those wishing to attend have to apply by mid September.
Lifelong learning for the tourism sector
A study will be carried out to identify the needs and operational structures of the local tourism sector while addressing long-term requirements of lifelong learning in the industry.
MISCO will be conducting qualitative interviews with people working in the industry to categorise the current needs while recommending operational structures to approach the continuous professional development in the business.
"This study will not only focus on statistics," Mr Parnis said. "People will benefit from this study as we are hoping to address long-term learning and development requirements where all people working in the tourism industry, such as barmen, waiters or managers, can continue to learn and improve their skills throughout their career whatever their age and/or experience."
"We need to see how this sector can improve on product and service delivery," Mr Tanti said. "We therefore have to look into recurrent professional development. The market is constantly changing and we should constantly adapt.
"Developing our people is a major challenge for the tourism industry. We must not overlook that the very nature of hospitality and service is people."
All programmes are free of charge. To register contact MISCO on 2205-4124 or 2122-0303 or e-mail: training@miscomalta.com. For more information contact the MTA Industry for HR Development Unit on 2291-4501/8.