Noel Zammit, Head Corporate Services & ICT Heritage Malta

Admissions to Heritage Malta sites hit an all-time high last year. And, yes, this can be sustained. One has to explain this by looking from different perspectives and also by listing what has been done to improve this sector, an ongoing and incessant work by Heritage Malta in coordination with the Ministry for Justice, Culture and Local Government.

Admissions to Heritage Malta sites are directly correlated to inbound tourism, therefore, the increase in admissions is clearly reflecting the yearly increase in visitors to our islands, undisputedly a tourist attraction also due to the rich cultural patrimony.

However, this alone does not explain the all-time high reached last year. Apart from the overall increase in tourists and the good state of the economy in general, Heritage Malta worked incessantly over the past few years to improve its cultural infrastructure and increase its market share. This has resulted in a considerably improved visitor experience in some of its museums and sites. The capital investment was sourced from both EU co-funded projects and national funds.

The projects include Ħaġar Qim, Ġgantija, Tarxien, St Paul’s catacombs, Fort St Elmo, Fort St Angelo, and other sites. The projects do not only include restoration works but the attractions have also been enhanced by the installation of innovative interpretation methods, audiovisual experiences and technological tools, which, together with a targeted marketing strategy and product positioning, has contributed towards more visitors.

Admissions to Heritage Malta sites are directly correlated to inbound tourism

Moreover, the use of analytics and business intelligence available continued to improve the marketing initiatives to target better various audiences, especially those showing an interest in cultural tourism.

Heritage Malta has also exploited various avenues and created incentives for tourism agencies to attract more visitors. These include: the introduction of commission agent systems, online ticketing and the positioning of its products in different markets, arrangements with various tourist hubs, the packaging and bundling of tickets to increase value to visitors, the introduction of the student scheme and new membership scheme and a heavy online presence, including social media.

Twelve museums and sites have been awarded a certificate of excellence by TripAdvisor and Ħaġar Qim temples received the Traveller’s choice award this year.

Another important project just launched is the partnership with Google Cultural Institute, which led to the implementation of the Wonders of Malta project. This put Heritage Malta museums and sites at par with world-renowned attractions and making available these sites on the internet through 3D models, high-resolution imagery and use of transmedia – story-telling techniques – to instigate further interest among those planning to travel to Malta to visit our cultural heritage sites and museums.

Apart from the tourist niche, the local market has also been given its due importance as the former has been complemented by efforts directed toward the local market. One can mention here the introduction of favourable membership schemes and local group rates, apart from the organisation of open days and a wide array of cultural events and educational programmes of all types, intended to reach existing and new audiences.

Sustaining this impetus is an overarching objective for the agency and this will be done by sustaining the improvement of its product through innovative experiences, investing in targeted promotion, exploiting business intelligence and marketing and increasing value to its visitors.

All this, coupled with the unique tourism product Malta has on offer, will contribute to sustainable numbers and increase the Heritage Malta brand equity. All other things being equal, therefore, the admissions to Heritage Malta can be sustained and also, possibly, improved.

Karl Gouder, spokesman for Culture and Media, Nationalist Party

It is our responsibility as a generation to take care of what we have inherited so as to be able to pass it on to future generations in a better state.

Unfortunately for a long number of years preserving our national heritage was not very high on the priority list. Sites of immense historical value were left to decay, without anyone really feeling a sense a shame. The long road to preserve our national heritage practically started when Malta began its journey to EU accession, with the availability of funds together with a stronger national pride. Once Malta actually joined the EU, the government of the time ensured that funds were made available and the country saw a regeneration of its national sites.

Admissions were on the rise, a steady increase of tourism over the years combined with a stronger appreciation of our cultural heritage, together with the restoration of historical sites ensured that numbers increased steadily, year on year, for the past 10 to 15 years.  Statistically, last year, Heritage Malta reduced its income for heritage sites when compared to the previous year. However one has to keep in mind that certain sites were closed due to restoration.

Our duty is to ensure that as many people as possible would be in a position to appreciate such heritage sites

It is in our interest that these numbers increase, not merely for breaking records year on year, nor for the increase in financial income generated from such admissions. Increase in admissions means that more persons, both local and international, are appreciating our national heritage. It must be clear that the emphasis should be both on the foreign and maybe even more importantly on the local visitors. We need to appreciate what we have and one way of doing this is by ensuring that the local population actually visits such sites, some of which are of World Heritage standard.

The question arises whether such numbers are sustainable in the long run. Conservation projects over the past 10 to 15 years have sought to deal with this. There is no doubt that the actual admission of people especially into certain sites could have an adverse effect on the site itself.

This is very clear, for example in the case of the Hypogeum. As a result, quite a few years ago, a clear and bold decision was taken limiting the number of visitors who could visit the site to 100 a day, and interactive display areas were set up for visitors who would not have the opportunity to visit the site per se in an area close-by. This system will be used for other sites that could suffer the same fate.

At the same time, conservation projects did not just revolve around restoration and bringing the site back to its former glory. Conservators sought to ensure that the site would be protected even after the conservation project as such is over. With the help of technology, sites are monitored so that the atmosphere is kept to optimum level, to ensure they remain intact to be appreciated by generations yet to come.

As a nation our duty is to ensure that as many people as possible would be in a position to appreciate such heritage sites. However we have to guarantee that such sites are kept in the right pristine condition. Technology and the availability of good, skilled and well-trained conservators will ensure this, together with a clear commitment as a nation to provide the energy and funding to protect that which is owned by our future generations.

If you would like to put any questions to the two parties in Parliament send an e-mail marked clearly Question Time to editor@timesofmalta.com.

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