“Mediterranean tourism destinations have to realise that their competitors are not their neighbours, but destinations around the globe,” the Minister for Tourism Dr. Edward Zammit Lewis said.
He also stated that the Mediterranean is one of the most important tourism regions in the world. “Malta is registering record figures in this sector that contributes practically one third to its total GDP.”
Dr Zammit Lewis added that according to the latest United Nations World Tourism Organisation (UNWTO), Europe registered a growth rate of 5% for the first half of 2014, with Southern Mediterranean Europe performing even better at a growth rate of 7%.
“Malta’s results alone are even better as the latest statistics published by the NSO show that tourist arrivals between January and September this year increased by a staggering 9% compared to same period last year, and total tourist expenditure stood at almost €1.1 billion Euros for the first 8 months of the year,” he said.
“Another aspect that is proving an achievement for our tourism industry is increased air connectivity. The accessibility to and from our Maltese Islands is key to this sector’s success.”
Minister Zammit Lewis explained that air-route expansion is also being achieved through the national airline, Air Malta that also operates routes that may not be so commercially attractive when seen alone in the short term but certainly of strategic importance to the tourism industry in the longer term.
The Minister for Tourism said that Malta is shifting from being solely a pure sun-and-sea destination. We also have a very rich cultural offer as we are blessed with a 7000 year unbroken line of human development and activity. Cultural tourism is a very important cornerstone of our tourism strategy that delivers us quality tourism in the off-peak months.
“It needs to be noted that the reduction of utility bills in March 2015, as previously announced by Government, will boost the tourism sector further given that such tariffs alone account for approximately 9% of the overheads incurred by Hotels. This will lead to savings from operational costs that can be directed towards crucial investment in upgrading our product,” the Minister for Tourism said.
Minister Zammit Lewis pointed out that the Malta Tourism Authority is also working on the Eco-friendly initiatives front. “This is not just to meet the 2020 European Union targets, but also to increase the attractiveness of our country and for the respect of the environment.”
The Minister stated that the Public Private Partnerships (PPPs) will improve the synergies between the Government and the private sector with the majority of new investment in our industry originating from Maltese private investors.
Minister Zammit Lewis thanked all the private investors for their prompt response as this demonstrates that they believe in the Government’s strategy and in our product on offer. This will also lead to an increase in quality jobs on offer. The Minister for Tourism remarked that he is very confident that Malta will reap full benefits from this initiative.
“Mediterranean countries need to work together to increase efficiency and competitiveness, and we aim to form strategic alliances for cooperative marketing efforts in order to maintain a competitive edge in the globalised tourism market,” the Minister said.
“Although each Mediterranean state traditionally has viewed its tourist product as competing with that of neighbouring states, Mediterranean countries need to also look at their traditional competitors as possible partners within the ambit of regional collaboration.”
“This will secure us a stronger position in the globalised competitive market, and is one of the main objectives set by the EU for tourism. A forum such as this surely facilitates this process,” Dr. Edward Zammit Lewis remarked.
Minister Zammit Lewis concluded by stating that these are all the different and important components of a renewed Tourism Policy for Malta and a strategic vision that will take us to 2030.
Mayor of Beyoglu in Istanbul Ahmet Misbah Demircan, the Hungarian MEP for Transport & Tourism Committee Istvan Ujhely, the Chairman of Humanica in Turkey Dr. Barbaros Kon, and a representative of Mayor of Assisi in Italy Matteo Fortunati also participated in this panel discussion during the Mediterranean Tourism Forum.