A quarter of tourists are not entirely satisfied with Malta’s accommodation supply, especially with regard to lower end hotels, the National Tourism Policy Committee chairman said yesterday.
Outlining the direction of the draft National Tourism Policy 2015-2020, George Micallef said one of its aims was to curb unlicensed accommodation and target the lack of beds and quality in low category accommodation.
There needed to be more innovation, cost efficiency and better returns on investment profitability
Mr Micallef was speaking at a consultation session organised by the Malta Hotels and Restaurants Association which discussed the draft policy.
The policy, which projects its vision into 2030, aims to plan and manage visitor numbers by targeting more balanced, year-round capacities and specific markets as well as by delivering quality services.
It also strives to reduce seasonality by attracting off-peak growth.
The policy will seek to support the development of tourism accommodation in the south of Malta, in historic cities and coastal villages.
There needed to be more innovation, cost efficiency and better returns on investment profitability, Mr Micallef said.
Regarding the catering industry, Malta needed to aim for higher standards in areas such as staff training in service and languages, improved menu design, the provision of healthy menus, the integration of local cuisine and local produce in menus and the provision of entertainment.
The Malta Tourism Authority needed better integration of the restaurant sector in its marketing strategies while issues of unfair pricing and competition needed to be addressed.
The policy views Gozo as a “distinct quality destination” and seeks to engage the Gozo travel trade to take a more proactive and unified role in marketing Gozo as such. A balance needed to be struck between affecting tourism growth prospects while protecting the island’s unique selling point.
The policy also highlights the importance of Air Malta’s long-term sustainability and advises the MTA and the national carrier to strengthen collaboration to identify new business segments and exploit opportunities within Europe and beyond.
Sea transport needed to be established as a means of multiple destination Mediterranean visits, especially for long-haul clients. The policy suggests sustaining the ferry service to Sicily and “even beyond”.
Regarding coast and beaches, the policy looks at marine conservation for an improved diving experience while aiming to eradicate illegal diving operations.
From an infrastructural point of view, the road network and pedestrian walkways needed to be improved while access to rural areas needed to be facilitated.
Regarding human resources, training was needed for a cordial, informed, motivated and committed tourism labour force. The policy also suggests enticing more Maltese workers.
Tourism Minister Edward Zammit Lewis said Malta had a choice of either simply expanding tourism growth or re-engineering how it managed growth for years to come.
Up until four years ago, the occupancy rate could barely ensure survival while source markets were stagnant and very dependent on the whims of tour operators.
The volume, he continued, was now more attractive and divided between tour operators and independent visitors.
Malta needed a wide spectrum of visitor types and needed to strongly establish itself as a city-culture destination and not merely rely on the “sun and beach” concept, the minister said.