Tourism is a success story. Over the years it has enjoyed the support of the whole political spectrum. The existing tourism policy covers the period 2012-2016 and I feel that an update is now necessary, with a vision that goes beyond this government’s term.
Our electoral manifesto includes a number of commitments on the development of this sector, some of which have already been implemented. We have built on the good work carried out over the years and have left no stone unturned to ensure further improvement. These efforts are bearing fruit: 2013 was very positive and 2014 is evolving into a record year.
However, the size of our islands poses some unique challenges. We need to exploit growth prospects without jeopardising the long-term sustainability of the industry. This warrants a careful update of the tourism policy that will guide the development of the industry for the years to come within the framework of a long-term vision.
Tourism has economical and socialbenefits for the nation, but we also need to analyse the costs of the tourism activity in order to draw up a plan of action that meets the country’s overall needs. We need to manage visitor numbers and target market segments that are more economically efficient in order to improve the value added.
We also have to be proactive, creative and innovative, developing new products to meet the demands of evolving future trends in the market
The tourism policy will address the need to extend the seasonality pattern and identify market segments that have growth potential for the winter and shoulder months. The under-utilisation of tourist beds and related services in winter constitutes a major financial strain for most operators in the industry. If we are successful here, we will also help to improve employment and career prospects within the industry.
Connectivity will remain a central part of the renewal of tourism policy. I believe it is a must to increase our efforts to tap into new geographic markets and expand on existing ones that have growth potential, especially during the off-peak period.
Product development will be a critical factor in reaching the objectives of the tourism policy, both in terms of quality and diversity, which are necessary to enhance Malta’s competitiveness and improve revenues and yield. Along with the sector stakeholders, I am determined to step up our efforts to address existing product shortcomings, be it infrastructural, public service, accommodation, restaurants and other services. We also have to be proactive, creative and innovative, developing new products to meet the demands of evolving future trends in the market.
It is within this context that we must improve value for money through the provision of quality in the products and services on offer and aim for higher visitor satisfaction, which should be measured and benchmarked.
Any development of the sector must be in line with sustainable development principles and a process of qualitative change that has to be adopted across the islands in the years to come.
All touristic destinations are stepping up their marketing efforts and competition is strong. The process and methodology used by our competitors are becoming more sophisticated while web marketing will become ever more dominant.
This means that we have to remain constantly proactive, updated and ahead of our competitors. The role of digital media, including new means of visual presentation, will increase further and this will prove to be of utmost importance for the industry moving forward.
The revision of the tourism policy needs to take into account the high economic contribution of and dependence on the industry, the social implications and visitor satisfaction levels.
The Maltese have always shown a very positive attitude towards tourism as they recognise the importance of this sector as a means of economic well-being in the short and long term.
To facilitate this process, I have appointed a consultative committee made up of representatives of the industry who will contribute to this policy review.
The revision of the tourism policy shall be followed by an implementation plan that will be led by the Ministry of Tourism and the Malta Tourism Authority with the support and coordination of all stakeholders.
This, I believe, is the best way forward on this new journey. By next March I am determined to have in place a reviewed strategic vision for the Maltese islands that will guide us in the many initiatives and projects necessary to keep tourism growing and contributing to the nation’s long-term well-being.
Edward Zammit Lewis is the Minister for Tourism.