Malta sealed 2012 with tourism figures that are the envy of any destination relying on overseas visitors to boost its economy. About 1.4 million visited Malta, signalling also an increase in the number of bed nights and overall tourism expenditure. Such figures were a distant pipedream a decade ago.
Anybody who walked the streets of Valletta or Sliema over Christmas could notice the impressive number of tourists, no mean feat considering the time of year.
Malta Hotels and Restaurant Association president Tony Zahra attributed this performance to the hard work and dedication of so many people.
So what has led to another tourism record year when several competing countries saw figures dwindle? The reasons are several.
Admittedly, Malta has benefited from the political and social unrest in competing destinations like Egypt and Greece. But, on the other hand, the record figures do come at a time when European economies have been suffering.
The increase in airline seat capacity has certainly been a determining factor. Ever since the first low-cost airline touched down at Malta International Airport, we have seen tourism figures climb.
Ryanair will operate 30 routes in its next summer schedule, including three new ones, amounting to 170 weekly flights to and from the island. The Irish airline claims it will bring an additional 60,000 tourists to the island in 2013. Air Baltic will start operating to Malta and Easyjet remains a major contributor.
Of course, budget airlines’ gains could be Air Malta’s loss, as its chairman warned last month. While it remains in the country’s interest to have a national airline, Air Malta has to hold its own and the fact it has registered an operating profit for the first time in years is a positive step.
MIA has been crucial in enticing new business by waiving winter landing fees on all scheduled passenger traffic.
The Government has rightly invested in Valletta and, in the last decade or so, the capital has been restored to such an extent it can now easily compete with the most beautiful in Europe.
But there are eyesore towns too, which have degenerated into a hotchpotch of concrete towers and cranes that have dwarfed the quaint seaside spots much desired by locals and foreigners.
Every time an old village core house is knocked down and replaced by concrete shoe box apartments, another tourist attraction is eliminated from the island.
The operators’ reasonable demands cannot be ignored. The MHRA said that five-star hotels saw energy bills rise by more than five per cent while four-star hotels’ energy bills increased by more than seven per cent. Hotel operators are right in complaining about being burdened with the cost of the inefficiencies of public service providers like Enemalta.
Tourism Minister Mario de Marco was right in saying Malta needs to promote an industry based on the authenticity of the product, ranging from the traditional character of its villages to a cuisine promoting local produce.
Sadly, not all tourism operators do their bit. For example, it is simply unacceptable to keep seeing new restaurants come onto the scene dishing out a mediocre product which even visitors dismiss as tourist traps.
The momentum should be maintained especially as we prepare for the 2018 European Capital of Culture, which should give the country a lot of visibility. The last thing we need is for the all-important tourism sector to be engulfed by political hysteria that may grip the country in the coming weeks.