Tour operators will soon go out of business if they do not adapt to the changing business environment, Tourism Minister Edward Zammit Lewis said this morning.

“The digital challenges facing tour operators are a present issue and I say, with great responsibility, that those who do not adapt will go out of business,” he said.

Dr Zammit Lewis was speaking during a press conference launching the government’s new National Tourism Policy that sets forward a new direction for the industry until 2020.

Asked to expand on the challenges facing tour operators, Dr Zammit Lewis said more and more people were booking online, and those that did not offer this possibility would struggle. This, he said, was clear to the industry and he was not reinventing the wheel.

He stressed that tour operators were still relevant in today’s travel market, adding that the German market, Malta’s third biggest source of tourists, was 80 per cent based on tour operators.

Embracing digital advancements is among the many points raised in the 70-page policy document, which is focused on achieving year long growth and increasing tourism’s added value by rebranding the island.

Asked if not following the direction set forward in the document would spell bad news for others involved in the industry, Dr Zammit Lewis said this was not an issue as the direction was based on points raised by industry players during a lengthy consultation process.

Main policy proposals

Tap new markets by opening new routes

Encourage off peak growth by targeting markets such as Russia and Scandinavia that peak differently from other markets.

Combined efforts between MTA and Air Malta to market its existing routes and identify potential new ones.

Opening up to yachting facilities to expand beyond domestic needs and attract increased volumes of yachting tourism.

Formulating a rebranding strategy for Malta.

Developing city-tourism to maximise potential of urban regeneration and Valletta 2018.

Addressing product related issues such as language barriers, payment systems, restaurant menus, visa processing and others.

Formulating strategic alliances with other Mediterranean destinations for cooperative marketing and other combined efforts.

Research growth potential of various emerging sectors.

Minimise construction disturbance during peak season.

Develop strategy for the south.

Tourism facts

Just under a third of Malta’s GDP is based directly on the 1.7million tourists visiting Malta every year.

10,491 people are directly employed in hotels and catering establishments.

5 per cent- the average annual increase in tourist arrivals.

Changes: Research carried out by the Malta Tourism Authority shows that Malta is attracting younger tourists, who book their trip closer to the date. Their visits are shorter and they are more likely to bo0ok online.

Two thirds of last year’s tourists visited Malta for the first time.

Malta is directly connected to 92 airports, providing links with 84 cities across Europe.

The UK remains Malta’s main source of tourism accounting for nearly a third of last year’s arrivals.15.5 per cent come from Italy, 8.5 per cent from Germany and 7.4 per cent from France.

61 per cent of tourists visiting Malta stay for a week or longer. However, shorter trips are on the increase, Last year 1 to 3 night trips increased by 13 per cent.

471,554 cruise passengers visited last year. Three quarters came from the EU.

 

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