For the first time in history, by the end of this year, tourism expenditure in the Maltese economy will exceed €3 billion. This is the result of specific planning for each geographic market which is complemented by direct flights to around 110 airports and promotional activity in more than 40 countries around the world.
Today’s realities require that the measurement of success in tourism goes beyond volumes but is more focused on three important criteria: experience, expenditure and nights spent.
This was listed by the Minister for Tourism and Public Cleanliness Clayton Bartolo during a news conference that dealt with the present and future of the tourism and hospitality industry.
“Today the discussion in the country is no longer about whether tourists are coming. But what kind of tourist do we want? Because we have achieved positive results in recent years, today we have the luxury of choosing not how many tourists come per year, but what kind of visitor we want and what profile they bring with them. I believe we have the opportunity and the drive to take tourism to the next level: Higher quality and sustainable tourism throughout the year,” stressed Minister Bartolo.
The Minister added that in order for our country to attract tourists who spend more in the country, work is underway to further increase air connectivity from and to Malta with particular airports. “We know where we want to go. To give an example, from this month another legacy airline AerLingus started operating three times a week with direct flights from Dublin to Malta. This means more connectivity with Northern Europe, a region that incorporates tourists who have the potential to register higher expenditure than others,” Minister Bartolo said.
He added that this connectivity means that in a significant way, indirectly, our country can reach the North American market with a potential of around 17 airports from the United States and Canada. “This is the next step in moving towards markets outside of Europe and we are ready to open the first office of the Maltese Tourism Authority in New York next year,” concluded Minister Clayton Bartolo. .
In a detailed presentation, the Chief Executive of the Malta Tourism Authority Carlo Micallef said that there is a strong commitment to continue strengthening the name of Malta as a major tourist destination. “Our strategic initiatives aim to not only attract tourists but also ensure that their experiences are of the highest quality. A happy tourist comes back to our country and even recommends our country to others. By focusing on sustainability and shorter holidays, it leads us to make the best use of the country’s resources, and preserve our unique heritage for future generations. This commitment is leading to higher net spending in our local economy, which allows us to see impressive results while upholding the principle of quality”, Mr. Micallef asserted.
