Positive trends

Figures released last week by the National Statistics Office reveal that in January we had an increase of 2.4% in the number of tourists compared to the same month last year. The same office pointed out that there was an increase of 2.8% in bed nights spent at hotels, although bed nights in other forms of accommodation dropped.

Even more significantly, tourists in January 2007 spent 3.9% more than they did in January 2006. This is the third month in a row in which we are witnessing new positive trends in tourism. Passenger movements for February also indicate an increase.

We need to keep our feet on the ground, but equally one cannot fail to notice that if the February indicator is confirmed by the NSO towards the end of this month, we would not only have had four positive months in a row, but we would also be able to start talking of achieving better results in what are normally the worst months for the trade.

More action

It is well known that more action is required. Let's take a look at some of our commitments for the current year:

One of our priorities is to implement the Tourism Policy for the Maltese Islands and National Tourism Plan that were set in motion as of the beginning of the year.

The tourism portal launched earlier this year should help us attract more individual travellers.

As regards our national product, we will continue with the management of existing and new beaches. We will work to acquire blue flag status for prime existing and new beaches.

We will keep on investing in areas that are of interest to the tourist community. The tourism zone exercise will continue with the identification of other areas which can be classified as tourist areas. Village cores, urban conservation areas, and other protected areas will be conserved to ensure that their characteristics are safeguarded, given that they constitute an important aspect of our tourism product.

Other product improvements include setting up a public garden area in Cospicua. Upgrading works in Bugibba and on the Valletta City Gate area are set to start in the coming weeks.

Government will issue regulations on proper maintenance of skips in construction sites and as to how works should be carried out in tourism zones.

A major challenge facing us is to have a fresh look at our entire marketing strategy. The Malta Tourism Authority will continue to undertake joint marketing efforts with tour operators. The system has been tried and tested on the UK market. It has reaped positive results and was well received by specialists and by tour operators. The same approach will be used in other markets.

In the coming weeks the adjudication process of the tender for the selection of the company that will handle our PR, advertising and overseas marketing will be concluded.

Another challenge is to keep on working in order to reduce the seasonality issue. Seasonality is an international phenomenon, however our focus on particular segments such as business and conference travel, winter sports and rural holidays helps Malta attract more tourists in the shoulder months.

Special attention is being given to Gozo which is being promoted as a destination with different characteristics than Malta. We want to promote the unique experience that visitors can get when visiting Gozo.

We have been very competitive in English language learning. We want to keep promoting Malta as the ideal place for learning English. Diversification in this segment will mean more attention being given to adult courses. We will analyse the potential of emerging markets such as Asia and will invest in marketing efforts accordingly. The MTA is also working on training initiatives aimed at host families, as well teachers and employees working within this important segment.

The Maltese Islands are famous for water sports. We want to keep this competitive edge. We also want to keep investing in the diving sector especially by increasing accessibility and safety measures. We are also working to improve the quality of service in diving centres.

The Ministry of Tourism and Culture, in collaboration with all stakeholders, is then working to ensure that there is the necessary seat capacity. This is in line with Government's policy to attract low-cost carriers to Malta. We will study the profile of tourists visiting us with low-cost carriers.

Low-cost carriers are helping us reduce the seasonality issue and leading to an increase in short stays. We will keep investing in quality events and other festivals that will make our country more events-oriented, thereby providing the ideal justification for persons who wish to come over for that special occasion.

Initiatives like Notte Bianca, Notte Magica, inviting well known artists who enjoy a high international profile, organising new events with an international flair as well as organising some of our own traditional events with more flair and professionalism will be one of the orders of the day for 2007.

We are working to increase quality assessment in all our operations. The STAR scheme has already proved successful among employees in the industry. We are working on a similar initiative in relation to the physical product. We will carry out a quality assessment for the accommodation sector, in particular hotels, which will include the assessment of intangible aspects of the operations.

The Ministry is finalising a study on three-star and lower accommodation establishments. We will now work with the MHRA and other partners to identify whatever needs to be done to help this sector to get back on its feet.

Finally, further training and retraining, where relevant, is of the essence. It should not only be our duty to attract tourists to Malta, but even more so to ensure that once they are here, they benefit from a positive experience that makes of them willing and able ambassadors further promoting Malta with relatives and friends, apart from giving us the benefit of further custom in the future.

Saying it through music

It was my pleasure last week to launch the first ever Euromed Festival for Composers.

Up to August 28 this year, composers from all the European and Mediterranean countries that have adhered to the Barcelona Convention and who are 40 years old or younger, are being given the opportunity to submit original works for a chamber or small orchestra.

An international jury, chaired by none other than Professor Edward Gregson, will evaluate the finalist works that will be performed by the National Orchestra during a Final Concert already scheduled to take place at the Manoel Theatre on December 15.

By October 15 we shall know which works (not more than seven) have been selected to be performed on the final night. All submitted works must be original, and have never been publicly performed, recorded, published or awarded a prize in another competition.

The first classified composition will be awarded €2,300; the second placed €1,400, and the third €800.

Final thought

It was a pleasure to be back at the University campus last week to launch the One World Week organised by the International Office of the University Students' Council (KSU).

The event emphasises the intercultural dimension of a University that is now attended by some 10,000 students of whom about 1,000 are foreign.

That means that there are now more foreign students at our University than there were Maltese students allowed to enter University when under a Labour government it had been forced to forgo its autonomy and do away with any course of studies that was not considered utilitarian!

How times change (!) - but equally we should never take for granted what we have painstakingly had to fight for over the past years.

info@franciszammitdimech.com, www.franciszammitdimech.com