The Malta Chamber of Commerce, Enterprise and Industry has insisted that, “Malta’s image needs to be fixed and rebuilt.”
It warned that, “unless we immediately stem the tide, repositioning Malta as a destination of substance will not be possible.
In a statement, the Chamber voiced its strong concern about the fact that international news [1] is describing Malta as a “destination for tourists seeking inexpensive alcohol, legal drug consumption and uninhibited revelry.”
The Chamber argued that “this undermines more desirable avenues of tourism and is diametrically opposite to government’s repeated pledge to promote the Maltese Islands as a hub for quality tourism experiences.”
It stressed that “tourism plays a vital role when it comes to Malta’s identity. Though the number of tourists visiting our islands may have increased, in real terms their spending power has decreased.”
“This is why The Malta Chamber has consistently urged authorities to prioritise quality over numerical influx and to promote Malta’s uniqueness in terms of culture, heritage and history,” it said.
The Chamber stated that “this requires efforts which go beyond marketing and PR strategies.”
It stressed that “waste collection, cleanliness, order, enforcement, clean seas and beaches, upkeep of public areas, a stable energy supply and traffic are just some of the areas that need to be significantly invested in to attract tourists who look for quality experiences.”
“Over-construction needs to be addressed too,” the Chamber said. “This becomes even more relevant when one notes that Mediterranean countries that Malta competes with have registered percentage increases in bed nights which are much greater than Malta’s.”
The Chamber pointed out that “visions, strategies and reforms which remain on paper are pointless. Immediate action from the authorities is required to revive Malta as a destination of choice by tourists looking for quality experiences.”
“The preservation of our country’s appeal must supersede any transient allure of becoming a mere party hotspot,” it said.
The Chamber reiterated, “step up and act now.”
File photo: Gozo News/Alain Salvary