Malta Welcomes EU Sustainable Tourism Strategy, Calls for Focus on Quality and Island Needs
Malta has welcomed the launch of the European Union's Sustainable Tourism Strategy, while emphasising the importance of quality, sustainability and resilience in the sector, together with greater recognition of the specific challenges faced by island member states.
Speaking at the Informal Meeting of European Tourism Ministers in Mullingar, Ireland, Minister Jo Etienne Abela said the strategy represented an important step towards giving tourism the strategic importance it deserves at European level, recognising its impact across the economy and society.
Quality Tourism Over Visitor Numbers
Minister Abela stressed that Malta's tourism competitiveness should not be measured solely by visitor numbers, but also by the value tourism generates for the economy, local communities and the visitor experience.
“We must move from a volume-based model to one that prioritises quality, while protecting the natural and cultural assets that make the Maltese Islands a unique destination,” the Minister said.
He emphasised that future tourism development must balance economic growth with environmental sustainability and the wellbeing of residents.
Air Connectivity and the Challenges Facing Island States
Minister Abela highlighted the importance of air connectivity to Malta's economy, arguing that future European initiatives must recognise the vulnerabilities associated with being an island state.
He called for a level playing field that takes account of the particular geographical and economic realities of island member states.
Flexibility in European Funding
Turning to European funding, the Minister stressed the need for National and Regional Partnership Plans to preserve national flexibility, allowing member states to select investments according to their specific priorities and requirements.
He cautioned against additional administrative burdens or conditions that could restrict countries' ability to respond effectively to their individual circumstances.
Minister Abela reaffirmed Malta's willingness to work closely with European institutions and fellow member states to strengthen the competitiveness, sustainability and resilience of European tourism.
Malta to Remain an Active Voice in European Tourism Policy
The Minister said Malta would continue to play an active role in shaping the future of European tourism while defending the needs and particular characteristics of island member states.
“The challenge before us is not simply to grow tourism, but to make it better. We want a sector that is competitive without compromising sustainability, that creates wealth without diminishing the quality of life of our communities, and that protects our natural and cultural heritage,” Minister Abela said.
He added that Malta was determined to continue driving this transformation and wanted European tourism policy to combine ambitious objectives with sufficient flexibility to respect the circumstances of each country.
“This is the only way we can build truly sustainable, resilient and competitive European tourism for future generations,” he concluded.
Source: Government press release PR261866.
Photo: MFT.
