The regional identity of the area that includes Buġibba, Qawra, St Paul's Bay and Xemxija ought to be rebranded and developed further so as to attract more tourists, Labour leader Alfred Sant said yesterday.
"These areas were never planned to be tourist destinations so the infrastructure is lacking... A regional plan would give a touristic identity to this zone by re-inventing it, embellishing it and ensuring it is promoted," he told party candidates and representatives from the business community from the localities in question during a conference in Qawra.
The MLP was proposing the rebranding of these areas to express an identity based on diversity and that tapped into unused assets such as the shipwreck of St Paul and the zone's natural, historic and cultural heritage.
Dr Sant outlined the MLP's plans for the zone, which were part of the party's national development strategy in the tourism sector as explained in its electoral manifesto.
To achieve such goals the government had to work together with the private sector "in an executive mode", he said.
The MLP was suggesting setting up an ad hoc Tourism Zone Management Committee that would coordinate with the local council to ensure maintenance works are carried out and serve as a one-stop shop for the administrative needs of touristic operators in the area.
On a long-term basis, the party proposed the setting up of a task force - composed of the Prime Minister and the relevant ministers as well as entrepreneurs and social partners' representatives - with the aim to create favourable conditions to revive the tourism industry.
The MLP proposals included launching fiscal incentives to encourage hotel owners to rebuild better properties adapted to today's tourists' requirements; encourage investors to improve the quality of facilities in the area and invest in new products and services; and entice owners of vacant properties to make it available to tourists on a self-catering basis.
Tourism would be attracted to Malta by embarking on a campaign in northern Europe to attract elderly people from cold countries to spend their winters in these areas. The Maltese elderly could also be encouraged to spend time in hotels during winter through the introduction of a joint scheme between the government and the private sector.
The parking problem would be addressed by building a car park in the centre of Buġibba apart from several other car parks, introducing a park and ride scheme, building a new bus terminus and improving public transport in the area. The MLP would also invest in the better use of the coast by increasing sandy beaches and building a yacht marina and offering better facilities for divers.
Dr Sant said his party would try its best to cut red tape, something that clearly irked several business entrepreneurs present for the event.