Visitors to be offered what’s ‘truly Maltese’

The main emphasis of the country’s tourism policy until 2016 will be on a sustainable and responsible industry, whose economic contribution, while recognised, would not outweigh the environmental and social aspects.

It is not about tourism at all costs, but an industry that is based on the authenticity of the product

“It is not about tourism at all costs, but an industry that is based on the authenticity of the product,” Tourism Minister Mario de Marco stressed.

“We cannot pretend to be something we are not. For many years, we have ignored what is truly Maltese,” he said, referring to the need to continue investing in cultural heritage and focus on the rural environment and village cores, which had the characteristics to offer unique and authentic experiences.

Valletta and Mdina were not the only tourist attractions, which should be more widespread, the minister said.

He was speaking at the launch of the Tourism Policy for the Maltese Islands 2012-2016.

The policy recognises that over the past five years, technology, economic realities and tourist demands have changed. There are now more independent and younger tourists, who organise their own trips using low-cost airlines and are out to explore rural environments.

Plans for the next four years, in fact, include giving due importance to the countryside, which has never really been considered a tourist attraction. A national policy on rural tourism is being drafted.

Other niches included architectural and social tourism whose potential could also be tapped.

The policy identifies growing markets, such as Poland, China, Brazil and Russia, while addressing product gaps.

A convention bureau, the document says, would look at stronger flight connections from Spain and Scandinavia to increase the conference and incentives market in winter.

Gozo is a potential destination and could be a case study for groups of students studying geography and the environment, as well as independent travellers ready to spend money and appreciate the rural scenery.

Dr de Marco said Malta would need to be more competitive by being innovative in its offer without losing its authenticity – a key word for the industry.

In terms of Maltese food, for example, he said that while the choice of restaurants had grown, not enough offered local cuisine.

He also wanted to see more boutique hotels in palazzi and old houses, offering the“personal touch” tourists were seeking.

The last four years had achieved the target in terms of industry growth, Dr de Marco said.

Growth prospects were still looking positive, with arrivals for April and May being all-time records, while June saw the highest ever number of passengers at Malta International Airport.

“We have reached the peak of tourism in summer and it would be a mistake to try and increase that, but the potential for growth in the shoulder months exists and would serve to sustain airlines and hotels,” Dr de Marco said.

Today’s challenges were totally different from those of 2007, where the emphasis was on increased accessibility, with connectivity almost doubling from 45 destinations to 81 between 2006 and 2011.

“Now, it was about a stronger competitive edge, higher value added, improved quality and the achievement of excellence in tourism.”