I
t
is a pleasure for me to be writing
this brief foreword to the second
issue of this magazine. Having
just recently been entrusted with
the ministerial responsibility for
steering the Maltese tourism sec-
tor forward, I feel indeed privi-
leged to be addressing the readers
of this publication who, for the
most part, are themselves protag-
onists in one way or another in
this important industry.
Over the past few years, tour-
ism to our islands has gone from
strength to strength, with 2016
being the seventh consecutive year
delivering overall increases. In-
bound tourism increased by 10%,
totalling almost 2 million. Besides
this, a further 620,000 cruise
passengers visited Malta, up 4%
over the previous year. Perhaps
more importantly, expenditure
grew, with tourism contributing
over 1.7 billion euro to the local
economy. In the first four months
of 2017 arrivals increased by more
than 100,000 visitors (or 22.9%)
compared to the same period last
year. In addition, nights stayed by
tourists and tourist expenditure
also increased, resulting in an ad-
ditional 58 million euro in terms
of income.
These are impressive numbers,
but we feel we can do even better.
HOSPITALITY MALTA
In fact, going forward, we are aim-
ing to not only consolidate these
gains, but also achieve further
sustainable growth, especially in
the off-peak months, by attract-
ing visitors from untapped source
markets, including long haul,
and focusing on improvements in
quality, both in the levels of prod-
uct and services offered, as well as
in our visitor profile, whilst con-
tinuing to improve the seasonality
spread.
Speaking of reducing seasonality,
this is one area where Malta has
managed to make significant in-
roads. Statistics for the past years
demonstrate how the islands have
managed to move away from be-
ing a typical Mediterranean sun-
and-sea holiday spot to becoming
an all-year-round destination.
Of course, our visitor inflows still
peak in July and August, and this
is understandable given the attrac-
tion of our beautiful seas (recently
certified to be the second clean-
est bathing waters in Europe) and
climate. But we have managed to
extend the season substantially, so
that one could say that our sum-
mer now stretches from May to
October. Even the winter months
are attracting growing numbers of
visitors. Weather-wise, our mild
winters offer springlike tempera-
tures which are particularly attrac-
tive for our visitors from Northern
Europe. And even in those rare
days where the sun isn’t shining,
there is such a variety of things to
Prospects for the foresee-
able future are good and
there is reason for all of us
to look forward with op-
timism
do and enjoy, with a rich cultur-
al offer and a varied calendar of
events, that the risk of our visitors
feeling bored is practically nil.
There is a lot going for Malta as a
tourism destination. Prospects for
the foreseeable future are good
and there is reason for all of us
to look forward with optimism.
Nonetheless, we are also aware
that ours is a volatile sector, where
we should never feel complacent
about our achievements.
Ultimately, the crucial element
which makes all the difference in
a visitor’s experience is the service
offered by each and every one of
us, not only those who are direct-
ly employed in the tourism sec-
tor, but also the public in gener-
al. One of the things which make
our islands truly special is the fact
that our visitors from abroad are
not closed in secluded resorts but
mingle with the local population,
interacting at various levels, and
experiencing the real and authen-
tic Malta, Gozo and Comino.
SEPTEMBER | 2017
11