It took almost three years and over €19,000 for a consulting services company to devise a marketing plan for the city and point out it needs to be revived.

The study, commissioned by the Valletta local council and financed by Parliamentary Secretary Chris Said, was launched yesterday and concluded Valletta needed “rejuvenation and refurbishment”.

Among its recommendations, Artiga Consulting Services proposed a car park in the St Elmo area, or its transformation into a “city of arts and science”, while delving into the detail of the “soft background Maltese music” that would be played. It avoided any reference to the fact that a development brief for the fort has already been approved by the planning authority.

The “extensive” study also suggested that the Evans Building area be converted into a centre of art, with a National Art School, and that public service buildings be relocated to free up space for commercial purposes.

Palazzo Ferreria in Republic Street, which houses the Social Policy Ministry, could be transformed into a casino, while auberges should be converted into museums, including a planetarium, with a particular focus on youths, and large houses into low-budget hostels.

Beyond obvious observations, it also proposes a railway track for children, go-carting and bicycle races to tackle the issue of limited entertainment for kids.

It also recommends “little green areas around the city” including cactus, rock, hanging and fruit gardens.

Asked whether he would be considering these proposals, Valletta mayor Alexiei Dingli said they were merely suggestions and it was the gist of the study that had to be taken into account. It was clear, he said, that more greenery was required, for example, while nothing concrete was yet established for Evans.

Treating Valletta like any other local council was a “huge mistake”, according to the study, which maintained the funds it received should be in proportion with its importance and commercial objectives.

The study focused on tourists’ and locals’ perception of Valletta through feedback gathered in July. While expressing a positive opinion of their experience, they also listed shortcomings, including poor signage, shopping options, overnight accommodation and family recreation facilities, said project director Alfred Triganza.

To draw more residents, the study proposed the setting up of clinics, nurseries and a small supermarket.

Almost 70 per cent of the tourists interviewed roamed around the city alone and hardly visited theatres and museums, stopping at the upper part, the study showed, proposing more information booths and a total reform of guided tours.

On its impact on the economy, the study said Valletta was losing out to other towns in terms of attracting more business, but Mr Triganza maintained its “declining fortunes” could be turned around by a branding exercise, which included a new logo launched yesterday, and the sprucing up of its image.

The study proposed the introduction of the concept of town centre management, pointing out that cities were being run like businesses in collaboration with their councils, with a CEO at the helm of daily administrative operations.

Dr Dingli said the Valletta local council planned to open a commercial branch in the form of a company that would offer services and products to help visitors discover the city. Historic sites could be turned into commercial options and administered by the company, whose main stakeholder would be the local council, he explained.

Despite major investment in Valletta, the number of visitors has not grown, with tourists spending no more than a couple of hours in the capital, Dr Dingli said, expressing his dissatisfaction at the situation.

Even locals no longer needed to visit Valletta, with commercial centres mushrooming elsewhere, he pointed out, stressing his belief in its commercial potential, which was not being exploited enough.

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