A scheme to develop new itineraries promoting authentic Maltese attractions outside traditional tourist areas was presented today at a discussion in Valletta.
Tarxien, Cospicua, Sta Venera and Żebbuġ (Gozo) local council representatives presented itineraries they had developed in their communities as part of a scheme launched in 2010 by the Malta Tourism Authority (MTA).
MTA tourism director Julian Zarb said the first four itineraries were just the start, and that another five local councils were already working with the MTA on new itineraries.
Tourism Minister Mario de Marco told assembled stakeholders that each locality in the Maltese Islands had something to offer tourists.
“We should not try to be something we are not. But for many years we have hidden what we are,” Dr de Marco said in his opening address to representatives from local councils, the MTA and tour operators.
The Minister emphasised that despite four record-breaking years for tourism arrivals in the past five years, Malta needed to constantly reinvent itself to maintain its competitive edge.
“In terms of what we offer and what we should offer, so far we are only scraping the surface,” Dr de Marco said.
Malta had for a long time focused on attracting leisure tourists looking for sun and sea, but Dr de Marco pointed out that a Mediterranean climate and beaches was not a unique selling point.
The Tourism Minister stressed that stakeholders must do more to “bring our uniqueness to the fore”.
Nearly every town and village offered a Baroque church and unique Maltese architecture around their core, Dr de Marco said.
The pedestrianisation of village cores and holding regular activities there which promoted Maltese culture, heritage and cuisine would attract more visitors and lead to sustainable economic activity, Dr de Marco added.
He also stressed the need to attract tourists to the countryside and challenged the private sector and the Church to think of creative ways to promote religious tourism, such as opening up monasteries and convents as visitor attractions.
More restaurants selling Maltese cuisine were needed as tourists wanted to taste local food, Dr de Marco added.