Politicians and business leaders need to take “bold” steps to take Malta to the “next level” in the tourism industry by moving away from the mass market and embracing quality tourism, according to Corinthia chairman Alfred Pisani.

Speaking at Corinthia’s annual dinner, Mr Pisani shed light on a number of ambitious projects being undertaken by the group which include a hotel in Rome, a joint venture in the US and a centrepiece six-star property in Malta on the site currently occupied by the Corinthia San Ġorġ in St George’s Bay.

Mr Pisani, who was yesterday honoured during the Republic Day ceremony, said Corinthia would be investing hundreds of millions of euros into the proposed six-star hotel – work is due to start in 2016 – and pledged that it would be even better than the group’s award-winning London hotel.

However, he said projects of this nature need to be accompanied by a change in mentality.

Mass tourism in a unique country like Malta no longer makes sense

“Malta has made great progress over the years, which has put us in a great position to raise the bar,” he said.

“Our country now stands at a crossroads. We can either choose to take the easy route and tread down a path of mediocrity – in terms of our product, our behaviour, our ethics and our appearance – or we can be a shining example and show people what is actually possible...

Mass tourism no longer makes sense says Corinthia boss

“It is very clear in my mind that in order to maximise its strengths, Malta must summon the courage to focus on attracting a better quality tourist.

“This may mean going for lower numbers – yes, lower numbers, but higher room rates with a higher spend all round...

“Some people might say this is impossible. Yet I would tell them it is not a choice – but a necessity.

“For even if we wanted to, we cannot continue to play the numbers game...

“Our roads cannot take more; our infrastructure cannot withstand more, and what is costing us, even in the hidden subsidies we are paying to attract mass tourism, will over time prove unsustainable... We must, once and for all, shed the image of a ‘cheap’ destination that attracts low-income clients. Mass tourism in a unique country like Malta no longer makes sense.

“It kills our determined efforts to move up the quality ladder, and leaves us on a downward spiral forever fending off threats from destinations that are emerging and which will always be less expensive than we can ever be.

“We have no alternative but to vigorously pursue the higher net worth traveller. We cannot allow other destinations to determine our price structures.

“We must stand above the competition buoyed by the knowledge we have a unique product.”

He said that as well as better branding and marketing, a key factor in achieving this objective was to convince fellow Maltese of what Malta stood to gain by making this strategic shift – which he was convinced had the backing of the government.

“We have a duty to capture the imagination of our fellow Maltese in whatever field they work in... It goes without saying that we cannot attract five-star visitors to Malta if we are not ourselves five-star in our behaviour, as well as in our demands and expectations of one another.”

Mr Pisani said Corinthia was already playing a full and active part in the luxury market abroad in cities such as London, Budapest and St Petersburg.

“Why shouldn’t we also be able to bring this business to Malta?

“We can, and we are determined to do so.”