Malta needs a critical attitude to quality because tourists are becoming increasingly sophisticated and more discerning, according to Malta Tourism Authority CEO Josef Formosa Gauci.

He said the country also needed a good price-to-quality ratio to remain a competitive tourism destination.

Mr Formosa Gauci was addressing the annual conference organised by the Tourism Students' Association, dealing with the change in travel and tourism trends.

He said tourism was picking up again after suffering a serious blow because of the financial crisis. Tourist arrivals increased by 10 per cent in December and January and grew by four per cent in February.

Although figures for March were not yet available, Malta International Airport statistics showed there was another increase for the month.

With regard to April, Mr Formosa Gauci said the same trend was expected this month but figures dwindled because of the volcanic ash that disrupted close to 100,000 flights across Europe.

Mr Formosa Gauci said holidaymakers seemed to be giving more importance to arts, culture and history because the level of education of visitors was on the increase. This gave rise to the need for more emphasis to be placed on this aspect of the Maltese tourism product.

He said changes to travel and tourism was continuous, saying he was confident Malta was geared to face the challenges and opportunities coming its way.