Malta's tourism industry has welcomed the European Commission's proposals for an EU tourism action plan, launched last week in Brussels, aimed at strengthening Europe as the world's foremost tourism destination.
At the same time the Malta Hotels and Restaurants Association warned that European peripheral destinations, such as Malta, should be given particular attention so that they do not end up paying the price for having a more visible 'destination Europe'.
Reacting to the proposals launched by Commission Vice-President Antonio Tajani and which are now expected to be endorsed during a ministerial meeting in Malta in November, MHRA president George Micallef told The Times Business that the Commission's blueprint carries a thorough and correct assessment of the competitiveness-related challenges facing the hospitality industry.
"From a Maltese tourism perspective, it is vital that the consolidation and improved visibility of 'destination Europe' is not done at the expense of peripheral, island destinations," Mr Micallef said.
"In a globalised world, it makes sense to promote Europe as a single destination with the ever-expanding, travel-oriented middle class in emerging economies. However, the ease of intra-EU connections and air-transport accessibility issues need to be addressed to ensure an even attraction of non-European arrivals across EU tourist destinations," Mr Micallef said.
With regards to the Commission's suggestion to launch a quality label for tourism, similar to the Michelin star status awarded to the best restaurants around Europe, Mr Micallef said that the improvement of standards across the industry is of paramount importance.
"MHRA supports in principle the EU's proposal to develop a 'Quality Tourism' label. However, quality labelling must be supported by proper financing mechanisms for tourism operators to be able to improve their product offer and invest in upgrading their properties, services as well as in HR training, including re-skilling of staff."
Mr Micallef pointed out, however, that although a new action framework for tourism is being proposed, nowhere does the Commission cite the importance for industry of proper impact assessments to be carried out each time an EU legislative proposal is unveiled with a potential impact on the sector.
"This is particularly relevant for food labelling, passenger and consumer rights legislation as well as with the advent of ICT applications and the promotion of cross-border ecommerce. Better regulation is critical in the tourism field given the horizontal nature of the industry and in consideration of the fact that we are overburdened with legislative measures originating from Brussels," Mr Micallef added.
In a bid to ensure Europe remains at the forefront of global tourism, the Commission's 21-point action plan aims to coordinate its member states' policies to offer the best tourism product possible.
Until a few years ago, tourism was not given much importance by the EU and the industry was still considered to be an area of single member states' competence. Although there is still no real EU legislation in this sector, the Commission has now started to focus on getting member states together and coordinating this lucrative industry.
Among the 'innovative' proposals being suggested, the Commission wants more coordination of school holidays among member states to have similar vacation patterns, and the extension of the tourism season by facilitating a form of exchange programme for the young, elderly, families with economic difficulties, and disabled people to travel during the low season.