Investment in tourism

With summer fast approaching, it is in­evitable that the business sector starts gearing up for the large influx of tourists that visit us during this period. The number of tourists that come to Malta pretty much gauges our economy. Considering that thousands of people are involved directly or indirectly in this sector we not only have to ensure that we attract the highest number of tourists possible but it is also important to ensure that standards are high and the service offered excellent.

The genre of tourist that visits our island varies from the young students that come to study English to the more mature who chooses Malta for much more than the sea and sun. The needs and expectations of those who visit Malta have changed throughout the years and we have to adapt ourselves to remain competitive in this volatile and ever-changing market.

New ways on how to promote Malta should be explored and tapping new niches and markets should be a priority. Gone are the days where we could sit and wait for the tourist to come. With the fall of communism in the east and the progress that the North African countries have made over this last decade, hundreds of resorts along the Mediterranean have opened their doors and this means that we have to offer something better, something unique, that other countries do not have.

This is what the Malta Tourism Authority is doing with a high degree of success. We have learned how to diversify our marketing strategy in order to attract the largest spectrum possible. We have to offer those who visit us something special, something local. The idea of funding the local councils’ activities that are held throughout the year is one that must be lauded as such activities attract hundreds of tourists and, with modern technology and the trend to post photos and videos on social networks, promotion is being carried much further.

Another scheme the MTA has launched is that of promoting sport tourism, a project that is proving to be very successful. The fact that Maltese sports organisations are affiliated to international associations is resulting in much more networking and I am sure the positive effects of this project will yield even better results in the coming years.

As I said before, Malta faces stiff competition from neighbouring countries. Besides, through enhanced access to information, modern-day consumers are better informed on how they spend their money and, being spoilt for choice with the number of holiday destinations available, we have to ensure that our hotels, complexes and holiday flats are all up to standard so as to meet the needs of those who visit.

Eco-certified hotels are certainly a stamp of quality of what Malta has to offer, ensuring the best environmental management, air and water quality, noise reduction, green areas, local culture and professional information dissemination among other things. Excelling in these areas will ensure better quality tourists and a friendlier atmosphere in the workplace for employees.

The tourism industry is one that is constantly and rapidly developing and the need to have trained and professional personnel working in this sector is of utmost importance. The HR development unit within the MTA is doing a great job in promoting this service culture and thus raising standards. Focusing on the employee is very important and offering guidance when prospective workers choose a career in catering will certainly help in no small measure to have better teams operating in catering and other tourism-related establishments. These schemes are instilling enthusiasm and a positive vibe in all those involved.

The fact that Malta has much more to offer than sun and sea is no secret and, during these last years, the ministry responsible for tourism has worked hard to get this message through to as many people across the globe as possible. We, as citizens, have to do our part as well, by treating those who visit us in the way we would like to be treated when we go on holiday. The tourism industry carries immense weight in terms of the overall economy and, thus, we have to do all that is within our power to promote our islands in the best possible way.

The author is a Nationalist member of the European Parliament.