The Italians have a saying, ‘Il buon giorno si vede dal mattino’, which, loosely translated, means one can tell it’s going to be a nice day by the way it starts in the morning.
Apart from the literal meaning of the phrase in a meteorological sense (which may or may not apply given the increasingly whimsical weather), there is no doubt that a good start bodes well for a positive outcome in whatever area of endeavour one is engaged. If one were to apply this maxim to 2016 with regard to tourism in Malta and Gozo, then there would be good reason to be optimistic. In fact, the year could hardly have started on a better note.
Figures published by the National Statistics Office a few days ago reveal that the Maltese islands recorded a robust and quite exceptional 15 per cent increase in total inbound visitors during January. In numerical terms, the number of visitors in the first month of the year stood at 85,439, reflecting an increase of 11,159 over January 2015.
The total number of overnight stays grew by nine per cent with increases being registered by both private and collective type accommodation establishments. On the revenue side, visitors spent €65.3 million, an increase of seven per cent, or €4.3 million, over January 2015. Moreover, tourists spent more money on non-package type accommodation and on products and services within the country itself during their stay.
The strategy aimed at market diversification we adopted over the past few years is bearing fruit.
This means that more of the income generated by tourism remained in the pockets of local businesses and families. What is also particularly encouraging is that the increases came not only from our major source markets, with the exception of France, but also from many of the second tier and emerging markets.
This is an indication that the strategy aimed at market diversification that we adopted over the past few years is bearing fruit. Needless to say, the Malta Tourism Authority is pleased with the double-digit growth achieved in January. This encouraging result is very much in line with its efforts to increase business in the off-peak periods and especially in winter. It also comes on the back of yet another record performance in 2015.
So, in a way, one can look at January as the first of a 12-month period making up the current year 2016 or as another positive month in a successful winter season, following on the same lines as the preceding November and December. Whichever way one wants to look at it, the result remains positive and encouraging. This is certainly good news. Not just for the MTA but for the entire tourism sector and the country as a whole.
As I had the opportunity to state during a business meeting titled ‘Working collectively, achieving together’ held recently, it is becoming increasingly clear that one cannot work with a silo mentality. The MTA, together with the stakeholders, are working well together, pooling all available resources, energy and knowledge, sharing market intelligence and executing strategies which, ultimately, are to everyone’s benefit. This is something we must continue to do in the months and years to come.
Last year was very successful for the Maltese islands, with a record 1.8 million tourists spending 14.2 million nights on the islands and contributing a massive €1.65 billion to the economy. Our aim for 2016 is to continue this positive trend while focusing more on quality, reducing the issue of seasonality and, ultimately, improving the industry’s long-term sustainability. We believe that, with a concerted effort by all concerned − the public and private sector, the Tourism Ministry, the MTA and all stakeholders − this is achievable.
For the past three years I have been privileged to chair the MTA. I preside over a board of directors which comprises the widest possible industry participation in the most productive and enthusiastic of manners. It is a board that brings with it a wealth of personal and sectorial expertise and that provides the MTA with the necessary direction to execute its plans and strategies. I wish to convey special thanks to the management and to the staff at MTA who work so hard with a high level of dedication and professionalism.
Finally, I would also like to express gratitude to Tourism Minister Edward Zammit Lewis for his encouragement and continuous commitment towards the road map established for the tourism industry, a sector which is attaining great successes.
Though we cannot afford to be complacent or think that past results are a guarantee of future outcomes, least of all in tourism, we can all be cautiously optimistic for the rest of the year, knowing that we’re off to a good start.
Gavin Gilia is chairman of the Malta Tourism Authority