Malta had a choice of simply expanding tourism growth or re-engineering how it managed growth for years to come, Tourism Minister Edward Zammit Lewis said this afternoon.
Speaking during a consultation session to discuss the draft national tourism policy organised by MHRA, Dr Zammit Lewis said tourism in Malta was at a very important juncture in its development.
It has enjoyed years of solid growth, improved seasonal performances and reached a never before level of accessibility from source markets. The question was how to grow from here.
The minister said there were a number of challenges.
Up to four years ago hotels occupancy rate was barely enough to ensure survival. Source markets were stagnant and very much dependent on whims of tour operators. The volume, he said, was now more attractive and divided between tour operators and independent visitors.
The policy is intended to take the country from this year to 2020 but its vision extends to 2030.
National tourism policy committee chairman George Micallef said the major issues in relation to accommodation were unlicenced accommodation, lack of beds and quality of low category accommodation.
A fourth of visitors, he said, expressed themselves not satisfied with the level of accommodation. Standards needed to be retained but rapidly changing demands had to be recognised. There had to be a need for more innovation, cost efficiency, better returns on investment and profitability and increased off peak demand.
Mr Micallef said there were currently 49,194 licenced beds.
Among other things, the draft policy suggested curbing unlicenced accommodation. It supported a continuous system of quality assurance and the development of tourism accommodation in the south as well as within historic cities and coastal villages.
He also spoke on the catering sector saying there were 1,530 catering establishments excluding outlets within hotels. These were 686 restaurants, 722 snack bars and 122 take-aways. The food and drink market attracted a total tourism expenditure of around €245 million of which some €150 million were spent in restaurants.
The major issues were room for improvement in physical and service aspects, catering not only for sustenance but as part of food experience in a destination, the need to adapt to new tourism flows through menus and operation, opportunities arising from independent travellers and domestic demands, the need to improve value for money, quality, services and the overall offer.
The policy proposed aiming for higher standards such as in staff training in service and languages, improved menu design, provision of healthy menus, integration of local cuisine and produce in menus and entertainment provision.
Other suggestions include revising or updating the regulation/classification for simplified and flexible licencing regime. The MTA needed better integration of the restaurant sector in its marketing strategies. Unfair practices and competition had to be addressed and assistance in areas including energy efficiency, effective marketing, accessibility and the reversal of negative perception such as the high price of dining had to be available.
Another proposal was promoting the benefits of a Mediterranean cuisine.