Rebranding Malta to meet new tourism trends

Anyone involved in some aspect of the tourism industry has the opportunity of visiting two of the biggest international fairs dedicated to the industry at this time of the year - the ITB in Berlin and BIT in Milan.

These fairs cannot be regarded as some open-air market where bargaining tactics are the order of the day. Over the past ten years the tourism industry has changed - both as regards tourist expectations as well as in the diversity and options available to them.

Ten years ago, low-cost air travel was in its infancy and Internet or online booking was virtually unheard of. The number of destinations had become more or less traditional according to criteria that could be defined through social standing, country of origin, and perception of tourism or economic situation.

In 1995 there were 500 million tourists travelling for various reasons; that figure has now risen to 850 million, according to recent UNWTO statistics. Technology enhancement and innovations such as online bookings and low-cost carriers have certainly contributed to this increase.

Last year Europe attracted some 17 million more tourists than the previous year, although the global leaders in tourism destination management were the Middle East, Africa and Asia - three regions that have certainly developed their potential over this last decade!

Looking at the European tourism market, the region attracting the highest increase in visitors last year was Northern Europe (6.6%) with Western Europe registering the second highest increase (4.3%). However, the latter increase has been largely attributed to the hosting of the World Cup in Germany last year.

The Mediterranean and Southern European region attracted a mere 4.2% more, representing a decrease from 6% in 2005. This is certainly a blow for a region that has traditionally always been considered as the "Playground of Europe".

This situation could get quite serious, especially if one considers that UNWTO has predicted that global tourism figures will double by 2020 from 850 million to almost 1.6 billion visitors.

The UNWTO predicts an increase of 4% in tourism for 2007. However, the leading growth destinations are considered to be Africa (9% more) and Asia (8%) with the European market attracting just 3% more international tourists.

It is time that we looked this situation seriously, particularly as the European market has always been considered as one of the core or traditional tourism markets. Perhaps we need to re-evaluate the tourism product and services package; we should also consider promoting our common heritage together to create an interesting collage of attractions that tell a complete story.

Each European country's past can be considered a part of the continent's colourful history and each country's varied scenery has contributed to Europe's attractiveness. But let us consider Malta.

For years we have been happy to promote these islands as a Mecca for sun and sea worshippers and I would agree with some who would say that it seems to have worked out of sheer good luck. Today we read about the effects of climate change, which are adding to the difficulties local tourism is facing because of the global situation I mentioned earlier.

More than any other destination in Southern Europe we need to try harder to attract the 1.5 million visitors we would like to see each year. This is definitely just a trickle next to the 30 or 40 million who pour into destinations such as Spain, Greece or even Tunisia.

The idea of promoting just sun and sea has long been considered as passé since we cannot claim any monopoly on these natural attractions. But we can attract visitors for a number of other reasons such as cruise destinations, conference venues, sports and cultural activities.

Such attractions require a number of support services, which we need to provide to the highest standards: public transport, hospitality, civic pride and the appreciation of our heritage and culture.

We have been speaking about developing these "niches" for a number of years now and I believe it is high time we acted together. This is a national issue not a political one, although it is important that there is the backing of a government which believes in people's abilities.

We cannot, and should not, promote these islands or look for business at any international fair without being fully convinced that we can deliver what we promise. Moreover, we must deliver the complete uniqueness and attractiveness of a destination waiting to be discovered in its entirety - from the narrow village alleyways with their mysteries and legends to the majestic architecture of Mdina, Valletta and the temples.

Tourism trends today have changed - the explorer and offbeat tourist have replaced the mass tourist; these are the new breed of visitors who want to make their own plans, follow their own itineraries and discover their own secret places; these are the people (of whatever age group) who will look for this experience online, through the media or even through books - these are, most certainly, not the visitor who will consider staying at a bed and breakfast or on half-board basis at a hotel by the sea!

This is a visitor who will attach importance to matching his expectations with the actual experience. Malta and Gozo cannot afford to, and should not, waste valuable time trying to compete with mass tourism destinations. A year ago we were all told about the importance of rebranding our product and services. For some of us it was incomprehensible while for others it was utopian.

This is what it all boils down to - a brand depends on a perception and experience that we ourselves have to create through our belief and pride in all that is dear to us. It is through such belief that any destination can offer a tourist a truly good deal - whether the destination is Malta, London, Milan, Berlin or even China!

Julian Zarb is a tourism journalist as well as president of the Malta Tourism Society and vice-president of the European Union of Tourism Officers (EUTO)