Download - Malta's National Tourism Plan (2006)
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M’ N P
D
D D EC
2006
Ministry for ourism and Culture
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2 MALA’S NAIONAL OURISM PLAN
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M’ N P
D D D
EC
Ministry for Tourism and Culture
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4 MALA’S NAIONAL OURISM PLAN
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Malta’s tourism policy has presented theguiding principles upon which decisions,
actions and other matters relating to
tourism in Malta are to be based and the
framework within which Malta’s tourism
activity is to be formulated in the coming
five years.
Te aim of this document, the nation--
al tourism plan, is to map out how the
policy is to be implemented through the
various approaches and actions to be un--
dertaken by the various stakeholders, but
particularly by ministries, government
entities and the private sector.
Tis document specifies the actions
that are to be implemented within the
next five years, 2007-2011, to address the
fourteen issues, specified in the tourism
policy, facing our country as a destina--
tion. Section 2 of this document presents
these tasks.
During the process of formulating the
tourism policy and this tourism plan, it
was evident that a number of structural
reforms need to be undertaken to in--
crease the competitiveness of the tourism
industry. Trough studies on underper--
forming sectors, such as the lower cate--
gory accommodation sector, the specific
nature of the structural reforms and the
required actions will be identified. Fur--
ther studies are required to feed into the
further development of this tourism plan.Tese studies will focus on matters such
as e-business opportunities for tourism,
innovation in tourism, distribution chan--
nels, and competitiveness. Te findings
and recommendations of these studies
will be taken into account in the further
development of this tourism plan.
Tis national tourism plan needs to
be further developed to incorporate:
• a national product development
plan for Malta whch ams at renii
ing our overall tourism offer andidentifying the areas of investment
required,
• an integrated marketing plan for
Malta whose overall am s to susii
tain and increase tourism earnings
and address the seasonality issue,
• a natonal human resource developii
ment plan whch ams at job creaii
tion and at the provision of the right
human resources required by the
sector and by supporting services,
• and a national regulatory plan for
all aspects that impinge on tourism.
Te MAC is working on the formu--
lation of these plans.
Te various actions emanating from
these four sub-plans would fall under the
remit of a number of Government min--
istries and government entities, includ--
ing the Malta ourism Authority. Some
of the actions will also relate to initiatives
to be undertaken by the private sector,
to contribute to each of the market seg--
ments and to service delivery, in order to
further develop tourism in Malta.
Government is fully committed to
the implementation of this plan which is
being presented for consultation with all
stakeholders. Troughout the implemen--
tation of the National ourism Plan, care
will be taken to ensure that it is developed
and implemented in line with other Min--isterial Policy and Strategy documents,
including the Culture Policy and the Na--
tional Strategy for Cultural Heritage.
It is imperative that the implemen--
tation of the national tourism plan is
strongly monitored through the right
structures. Tis will ensure that the final
objectives of achieving competitiveness
and sustainable tourism development are
met.
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Issue 1: Public Finances
Objectives:
Contribute to attaining a balanced position for public finances in the medium term that would lead to long-term
economic growth and higher standards of living.
asks:
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
1.01
Monitor the allocation and utili--sation of resources dedicated toentities falling under the Min--istry for ourism and Culture.Co-ordination of the various
initiatives undertaken by theseentities will be done through
creating synergies among theseentities.
MACMAC, MA, SCH,HM, MCCA, SJC,
M, MCCJanuary 2007 - 2011
1.02
Te Ministry will meet MAtop management to monitor
and ensure the effectiveness ofMA’s initiatives.
MAC MAC, MA January 2007 - 2011
1.03
MA is to allocate resources todevelop methods of assessingthe effectiveness of its major
initiatives, particularly those inthe field of marketing, brand--ing, product development and
industry human resource devel--opment. Such assessments mayrequire the assistance of other
countries’ NOs which areleaders in the field of effective--ness measurement. A quarterlyreport is to be submitted to theMinistry on progress achievedon the methodologies used and
results obtained.
MA MA January 2007 – 2011
1.04
Te Ministry will request otherentities falling under its remit
to define, within their businessplan, initiatives that contributeto the tourism sector. Prior to
defining business plans, discus--sions will be held with the
entities. Tese initiatives will beassessed accordingly.
MACMAC, Chairper--sons and CEOs of
each entityApril of each year
1.05
Te Inter-Ministerial Commit--tee for ourism will co-ordinateall ministries’ projects that have
an impact on tourism
IMC for ourismAll Ministries,
MAOngoing
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1.06
A technical working group(WG) will be set up. Te
objective of this working group
will be to tackle operational is--sues that cut across the variousgovernment entities’ remits andthat relate to the physical prod--uct, human resources, and the
regulatory aspect. Tis workinggroup will be chaired by MA.
MA
MA, relevant
Ministries, relevantGovernment
entities.
Set up – February2007
Issues to dictate thenumber, dates andurgency of meetingsbut WG must meetat least pre and post
peak season
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
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Issue 2: It is the role of government to act as facilitator for and regulator of the tourism industry.
Objectives:
o continue to deliver on our responsibility to provide direction to the tourism industry; to ensure consumer pro--
tection and the adherence to standards to achieve competitiveness.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
2.01
EU legislative proposals relatedto tourism, particularly thetimeshare directive and the
package directive will bescreened and we will play anactive role in their reviewing.Our objectives in this regardwill be better regulation and
consumer protection.
MCMP MAC, MA
We will meet EU Council and
Commission dead--lines
2.02
We will review the Malta raveland ourism Services Act (CAP
409) and relevant legal no--tices. Changes in the law willfacilitate the licensing process.MA will retain the legislativepowers of enforcement. Effortswill be stepped up to eradicate
non-licensed operators.
MAMAC, MA OPM,
MCMP2007
2.03 A revision of the developmentguidelines will be undertakento meet market demands.
MA MAC, MA,MEPA
2009
2.04
Government will assess thescheduling of projects, particu--larly those of an infrastructural
nature. Intermediary actionsmay need to be identified to
smoothen inconveniences andnegative impacts of works.
OPMMAC, All Minis--
tries
2007
April of each year– plan for the fol--
lowing year.
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Issue 3: Develop tourism in a sustainable way to ensure an improved quality of life through the conservation
and maintenance of environmental and socio-cultural resources
Objectives:
o direct tourism activity towards complementing the three pillars of economy, environment and society rather
than allowing them to work in conflict.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
3.01 We will actively participate inthe Agenda 21 for ourism be--ing formulated at an EU level.
Representative intourism sustain--
ability group
Representative intourism
sustainability group
Ongoing – we willfollow EU Commis--
sion deadlines
3.02 We will actively participate inthe European ourismSustainability Group.
Representative intourism sustain--
ability group
Representative intourism sustainabil--
ity group
Ongoing – we willfollow EU Commis--
sion deadlines
3.03
We will continue to assess EUlegislative and non-legislative
proposals which can have a posi--tive or negative impact on how
Malta achieves sustainable tour--ism. We will continue to presentand lobby for Malta’s position on
such proposals at an EU level.
MCMP, MACMCMP, MAC,
MRAEOngoing
3.04We will conduct consultation
meetings with our variousstakeholders and assess pos--sible impacts of proposals.
MACMAC, Forum
Malta Fl-EwropaOngoing
3.05
We will conduct EnvironmentalImpact Assessments for major
government-led tourism projects.MA will conduct the neces--
sary studies whenever it under--takes major projects.
MEPA
MEPA, projectdeveloper, Su--
perintendence ofCultural Heritage,
MA
When required
3.06
We will regularly monitor theimpact of tourism and projects onthe environment and will take ac--tions to rectify possible damages.
MAMA, MEPA, andpossible project
leaders
Will start in 2007with projects already
implemented byMAC / MA
3.07
We will issue environmental
management construction siteregulations which will amongstothers include regulations forconstruction in tourism zonesand tourism areas on the con--
trol of dust and noise eminatingfrom construction sites. Teregulations will also call for
the placing of boarding aroundconstruction sites.
MRAE, MEUMEU, MRAE,MEPA, BICC,MAC, MA
By May 2007
3.08
We will formulate clear criteriafor assessing public and privatesector proposals for projects onthe basis of their contribution totourism, to environmental pro--tection and to social well-being.
MACMAC, MEPA,
MAMid 2007
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3.09Trough MA, we will pro--
mote eco-certification of tour--ism service providers.
MA MA Ongoing
3.10We will seek new ways of howtourism can contribute to the
environment by:
3.11
Encouraging tourism serv--ice providers to reduce their
energy and water consumption,reduce the creation of waste
and reduce construction dust.
MAC MAC, MA 2007-2011
3.12
Liaise with the appropri--ate authorities to curb illegal
developments as well as otherdevelopments which may result
in the degradation of historicor traditional urban core areas.
MEPAMEPA, MA, SCH,MJHA, Police, local
councils2007-2011
3.13
Strengthening the recentlyintroduced Green Wardens
and encouraging the enforce--ment of the regulations andworking to a system of zero
tolerance with anyone litteringthe islands.
MRAE MRAE 2007-2011
3.14
Drafting regulations on theproper maintenance of skips inconstruction sites. Te regula--
tions will call for the confis--cation of skips that are not
properly maintained.
MRAE MRAE, MJHA,MEU 2007
3.15
Conserving our natural andcultural heritage and supportNGOs as custodians of sites
in line with the recommenda--tion contained in the NationalStrategy for Cultural Heritage.
MAC
MAC, MA,Superintendence ofCultural Heritage,
Heritage Malta
Ongoing
3.16Encouraging the private sec--tor to deliver on its corporate
social responsibility.
MA MA Ongoing
3.17 We will assist the private sector to:
3.18Regularly train employees and
to improve job profile.MA MA, MAC Ongoing
3.19Invest in more environment
friendly endeavours.MA MA, MAC Ongoing
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
3.20
Works on main roads andwithin tourism zones will be
carried out on a 24 hour basis.Government will also assess theimpact that this work will haveon the local and visiting com--
munities and will come up withalternative routing that manage
traffic flows.
MUDRMUDR, MAC,
local councils2007 and beyond
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Issue 4: Structural reforms required in tourism
Objectives:
o address the required structural reforms and to deepen our offerings, focusing on existing types of activity for
improved quality and service provision.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
4.01
We will provide the opportu--nity to the private sector tounderstand how innovation
can be applied to tourism. Tiswill be done through a shortseries of seminars to specific
audiences in tourism. Projectswill then be developed so thatsuch practices can become
mainstream actions.
MA MASecond quarter
2007 and October
to December 2007
4.02
We will drive and promotequality of service across theboard of all tourism service
providers.MA MA
Commencing in2007 – ongoing
4.03
We will keep working with the
Malta International Airport toencourage existing airlines toextend their schedules and toattract airlines to operate to
and from Malta. We will pro-- vide support for the develop--ment of new and underserved
routes.
MAC MAC, MA, MIA Ongoing
4.04
We will encourage theindustry, through tourism
associations, to adapt to the
new forms of business andparticularly to more independ--
ent traffic:
4.05
We will support the industry inthis by providing tourism serv--ice providers with the possibil--ity of offering on-line booking
through the tourism portal.
MAMA, MII,
private enterprise,Heritage Malta
2007 – ongoing
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4.06We will develop a national e-
commerce strategy for
tourism and implement it.
MAC MAC, MA January 2007
4.07
We will formulate a scheme forprivate enterprise to enhance
job delivery which will lead tocompetitiveness.
MACPPCD, MAC,
MAJuly 2007 – 2011
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
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Tour operator business
Objectives:
o sustain tour operator business to Malta by continuing to work with tour operators which provide business to
Malta by improving our relationship not just at the level of operations but also at the strategic level.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
4.08Te MA will build strongerrelationships with major and
specialist tour operators.MA MA, FAA Ongoing
4.09
On a regular basis, MAC andMA will hold in depth discus--sions on progress achieved anddifficulties being faced in each
segment. (not just in relation toO or Specialised operators)
MAC MAC, MA
Commencing fourthquarter of 2006 –minimum onceevery 2 months
4.10
MA will strengthen itsrelationship with the strategicarm of tour operators whilst
improving its existing relation--ship with the contract managers
handlingoperations of tour operators.
MA MACommencing Janu--ary 2007 – ongoing
4.11MA will continue to under--take joint marketing efforts
with tour operatorsMA MA Ongoing
4.12
MA will work in order to re-position Malta as a destinationof choice amongst major tour
operators
MA MA 2007 onwards
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Issue 5: Distribution of income
Objectives:
We aim at achieving a fair distribution of income amongst the various members of our society.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
5.01
We will establish the currentdistribution of income (direct
and indirect contributors) on thebasis of current tourist expendi--
ture patterns.
MACMAC, MA,NSO, MFIN
January to Decem--ber 2007
5.02
We will identify the gaps where
the distribution is not consideredto be equitably and fairly distrib--uted and seek ways of addressing
this gap. Tis will primarily bedone by strengthening the op--
portunities for increased touristspending. Such gaps may be geo--graphical or of a sectoral nature,
or of a social dimension.
MAC MAC, MAJanuary 2008 and
beyond
5.03We will seek ways of increasingrepeat visits to Malta and Gozo
MA MACommencing Janu--
ary 2007 and beyond
5.04
We will seek new ways of ad--dressing the seasonality issuefaced by Gozo by encouraging
more domestic tourism.
MAMA, MGOZ,Gozo Channel,
GA
April 2007and ongoing
5.05
We will improve and promotethe profile of three star and loweraccommodation establishmentsand help them to market their
services
MA MAC, MHRA Second half 2007
5.06
We will monitor pricing in theindustry and develop a compara--tive analysis with our competi--tors. We will work in order to
stop overpricing.
MCMP / MACMCMP, MAC,
MA2008
5.07
We will help the private stake--holders to package and markettheir offer in an innovative andappealing way. We will do thisthrough organised training and
best practice initiatives.
MAMA Commence 2007
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5.08
We will develop product plansfor the different localities which
take into account tourism
activities in the area and whichwill enable us to attract touristsall over the islands.
MAMA, MAC,Private sector
2007
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
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Issue 6: Tourism Statistics
Objectives:
o review the current tourism statistics system with the aim of extending the range and improving the quality of
available data so as to truly understand the tourism phenomenon in the Maltese Islands.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
6.01Provide more in-depth and ac--
curate tourism statisticsNSO NSO, MA Ongoing
6.02
MA will monitor traffic on thenew tourism portal and conductrelevant research that assessesthe impact of our online mar--
keting strategies. MA will alsogather profile information andneeds of persons accessing the
portal and will disseminate suchinformation to relevant divi--sions within the Authority.
MA MA
Commence
January 2007 and ongoing
6.03
MA and NSO will conduct areview of the current system
and seek to go beyond the Eu--rostat requirements on tourismstatistics. MA and NSO mustprovide additional informationfor Malta’s requirements given
that tourism is an importanteconomic activity for theseislands.
NSO NSO, MA By September 2007
6.04
We will actively participate inthe discussions at an European
levelon tourism statistics.
NSO NSO, MA, MAC Ongoing
6.05
We will build on the findingsand recommendations of the
feasibility study of the ourismSatellite Account and move to--
wards formulating Malta’s firstset of tourism satellite accounts.
NSO NSO, MAJanuary 2008 and
beyond
6.06
MA will adopt forecastingmethodologies for main tourismindicators such as seat capacity,
hotel bookings & flight bookings.
MA MA 2007 and beyond
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Issue 7: Accessibility
Objectives:
Increase accessibility to Malta and Gozo.
Improve accessibility for all.
A) o continue facilitating the development of air transport networks.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
7.01
We will continue to strength--en the co-operation betweenMAC, MA, MIA, KM and
other airlines operating to and
from Malta.
MACMAC, MA,MIA, Airlines
Ongoing
7.02
We will forge stronger allianceswith operators who provide sea
transport to seek ways of co-operation for mutual benefit.
MAC MAC, MA Ongoing
7.03We will implement our policyrelating to the mix of air carri--
ers and to low cost carriersMAC
MAC, MA,MCMP
Ongoing
7.04
We will study ways of im--proving Gozo’s accessibility
through the inter-island con--nections.
MGOZ
MGOZ, MAC,MA, MCMP,Gozo Channel,
ransport ServiceProviders
2007
7.05
We will study means ofincreasing seat capacity by
offering a product that enablesmore harmonisation between
the segments.
MAMA, Private
Sector, MIA andAirlines
First quarter 2007
7.06
We will study the possibilitiesof operating from new airports
in source markets and tooperate better schedules from
existing ones.
MAMA, MAC,MIA, Airlines
Ongoing
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B) Mobility of persons
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
7.07
We will promote equal
opportunities and accessibilityfor all in the tourism industry
MFSSMFSS, MAC,NCPE, KNPD 2007
7.08
We will strengthen the capacityto issue visas where Malta has
an Embassy or CareerConsulate
MFA MFA
7.09
We will strengthen physicalaccessibility to consular services
abroad where Malta has anEmbassy or Career Consulate,
particularly in view of the immi--nent inability to issue visas on
arrival on adoption of Schengen
MFA MFA
7.10
We will draft and adopt clearprocedures on visa issuance
where Malta has an Embassy orCareer Consulate, extending thecurrent administrative arrange--
ment with regard to student visas to all types of visas
MFA MFA
7.11
We will draft and adopt clearprocedures on visa issuance
where Malta does not have anEmbassy or Career Consulate.
MFA MFA
7.12
We will extend the coverage forthe issuance of Schengen visas,when applicable, through visaarrangements with other EU
member states
MFA MFA
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
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Issue 7a Low cost airlines
Objectives:
International trends indicate that low cost airlines are registering highest growth rates. Our objective is to tap into
this distribution channel keeping in mind that we are highly dependent on our tourism activity.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
7.13
We will continue with ourpolicy of issuing calls for
proposals for the developmentof new and underserved routes
and advertise these calls ininternational airline magazines.
MAC MAC, MCMP
Issued in 2006 andsubsequently when--ever calls need to be
issued
7.14
We will keep working with theMalta International Airport toincrease synergies and comple--
ment each other’s efforts.
MAC MAC, MA, MIA Ongoing
7.15
We will assess tourist profilesand what product (service
standards) adjustments need to
be undertaken in order to hostLCC tourists and see to theirimplementation.
MAMA, Private
Sector
October 2007 and
ongoing
7.16
We will increase possibilitiesfor online information and
booking through the develop--ment and implementation of an
e-business strategy
MA MAJanuary 2007 and
ongoing
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Issue 8: Our product offer and destination management
Objectives:
o continue to focus our efforts on deepening our touristic offer through quality improvements in both our exist--
ing physical product and the service we provide.
asks:
Land Transport and Information
Reference Goal and task description Process led by: Responsibility of: Timeframes
8.01
We will improve land transportinfrastructure and the public
transport service. We will con--sider the possibility of intro--
ducing transport passes.
MUDRMUDR, AD,
MGOZOngoing
8.02
Government will consider theallocation of proper drop off
points for private coaches tofacilitate alighting of tourists
close to tourism establish--ments. Tis will depend on the
characteristics of each site.
MUDRMUDR, MAC,
AD2007-2009
8.03Te provision of a shuttle
service from the airport to localhotels will be considered.
MUDRMUDR, AD,MIA, MAC
2008
8.04
We will increase accessibil--ity to sites. We will consider
the introduction of alternativemeans of transport so as to
increase links between sites and
different areas.
MAC, MUDR
MAC, MUDR,MRAE, AD,
MGOZ, MJHA,HM
Ongoing
8.05
We will introduce direct buslinks between different touristareas / attractions and study
the possibility of introducing anight service to certain areas.
MAC / MUDRMAC, MUDR,
AD,First quarter 2007
8.06We will introduce bus routeslinking sites and attractions.
AD AD 2007
8.07
Improve information dissemi--nation through the MA tourist
offices and strengthen synergiesbetween events organisers in
order to diffuse timelyinformation.
MA MA 2007 and beyond
8.08
We will embark on a projectthat will see the installation of
a number of information kiosksall over the islands increasinginformation dissemination.
MA MAC, MA 2007 – 2011
8.09
rain public transport, coaches,taxis and karozzini drivers.
We will certify drivers throughAD’s certification system as
licensed to operate in thetourism sector.
MA MA, AD 2007 – 2011
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Marine Environment
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
8.10Management of existing and
new beaches.MA
MA, MRAE,MEPA, Local
councils2007 - 2011
8.11
Following and depending onthe findings and recommenda--
tions of the EIAs, we will re--plenish existing sandy beachesand improve accessibility alongrocky beaches through revers--
ible interventions.
MAMA, MEPA, Lo--
cal councils2007 – 2008
8.12
We will work in order toget blue flag status for all ofour prime existing and new
beaches.MA MA 2007 – 2009
8.13Te St George’s Bay and Bugib--ba perched beach will continue
to be maintained.MA MA Ongoing
8.14
We will monitor any possibleeffects which the creation of
beaches could have had on thecoastal stretch, sea currents,marine ecosystem and on the
marine cultural heritage.
MEPA MEPA, MA, SCH2007-2011 and
ongoing
8.15
We will carry out improvementworks on the coastal shores ofimportant dive sites in order toincrease accessibility and healthand safety measures for divers
and swimmers alike, whileworking to scuttle more wrecks
MAMA, MGOZ,
MHEC and MEPA2006 – 2011
8.16We will set up a decompression
chamber in GozoMGOZ MGOZ 2006
8.17
We will undertake anti-pol--lution measures particularly
through eliminating the outflowof sewage into the sea throughwaste water treatment plants.
We will locate fish farms inareas that do not impact nega--tively on the tourism industry.
MRAE
MRAE, MEPA,MGOZ, MII,Water Services
Corporation
Ongoing
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8.18
We will develop a master planfor diving and monitor its
implementation. Tis will in--clude identification of areas to
become potential dive sites.
MAMA, DivingSchools, SCH
2007 – 2008
8.19
We will clamp down on illegalactivity such as looting from
attractions and wrecks and onspear fishing.
PolicePolice,
Superintendence ofCultural Heritage
2007 and beyond
8.20We will designate marine
protected sites and ensure theirmanagement and protection.
MRAEMRAE , MEPA,
Police, Local Coun--cils, NGOs
2009
8.21
We will increase tourists’ andlocals’ awareness about the
fragility of our marine environ--ments.
MRAE, MEYE
MRAE, MEYE,MEPA, MAC,
MA, Local Coun--cils
June 2007 and beyond
Culture
8.22
In line with the Cultural Herit--age Strategy, we will develop
management plans for theWorld Heritage sites and for
government owned museumsand will continue with ourconservation programme.
Heritage Malta,
Superintendenceof Cultural Herit--
age
Superintendence ofCultural Heritage,
Heritage Malta2007 – 2011
8.23
ourism or recreational usesfor historic properties whichare currently inappropriatelyused may be encouraged as
long as conservation principles
are respected.Partnerships with the privatesector, NGOs and local coun--
cils may be developed.
Superintendencefor Cultural Herit--
age
SCH, HeritageMalta, MEPA,Local councils,
NGOs, privatesector
8.24
We will restore and rehabilitatethe fortifications of Mdina, Val--letta, Vittoriosa and the GozoCitadel with the aim of their
revalorisation as an integral andfocal part of Malta’s cultural
tourism product as outlined intheir respective Master Plans
which have highlighted theneed for such interventions.
MRES
Works Division,MRES, SCH,MJHA Lands
Division, HeritageMalta
2007-2011
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
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8.25
We will invest in capacitybuilding, dedicating additionalresources to the Superintend--
ence of Cultural Heritage, toensure that it can achieve itsmission effectively.
Superintendenceof Cultural Herit--
age
MFIN, Superin--tendence of Cultur--
al Heritage
2007 – 2011
8.26
Particularly through projectsfunded through the EU’s Rural
Development Fund, we willensure cultural valorisation of
buildings
MACMAC, MRAE,
MA, SCH2007 – 2011
8.27
We will invest in our contem--porary culture by undertak--
ing projects which provideincreased intellectual access tothe arts and increased space for
the artist
MCCAMCCA, St. James
Cavalier Centre forCreativity
2007 – 2011
8.28
We will increase interactionbetween artists and the com--
munity while presenting localswith the possibility to par--
ticipate more in inter-culturalprojects
St. James CavalierCentre for Creativ--
ity
St. James CavalierCentre for
Creativity, MCCA2007 - 2008
8.29
We will also increase interac--tion between locals and visitorsin order to provide them with a
unique and authentic experience
MRAEMAC, MA, Lo--
cal Councils2007 – 2011
8.30
We will develop an artist’s village that will present localartists with the possibility toenhance their talents while
providing visitors, both localand foreign, with the possibility
to get in touch with local art
MCCAMCCA, MAC,
MRES, ArtistCommunity
2007 - 2011
8.31
We will develop centres of excel--lence for learning, including anAcademy of Music, which will
attract musicians.
MAC MAC, MCCA 2007 – 2010
Landscapes
8.32We will utilise the Rural De--
velopment Fund 2007-2013 toprotect and manage rural areas
MACMRAE, MAC,
MA, SCH, MJHA2007 – 2011
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8.33We will continue and increaseour efforts to protect our flora
and faunaMRAE
MRAE, MJHA,MEPA, Police
2007 and beyond
8.34
We will curb illegal huntingpractices especially in the
closed season and in protectedareas.
MRAEMRAE, MJHA,Police, NGOs
2007 and beyond
8.35
We will continue to implementour tourism zone policy and
take actions accordingly includ--ing the maintenance of suchzones. Tis will entail better
co-ordination between entitiesconcerned.
MACMAC, MA,MRES, Local
councils2007 – 2011
8.36
We will keep investing in areasthat are of interest to the tour--ist community. Te tourismzone exercise will continue
with the identification of otherareas which shall be classifiedas tourist areas. Village cores,urban conservation areas, andother protected areas will be
conserved to ensure that theircharacteristics are kept given
that they constitute an im--portant aspect of our tourism
product.
MA MA, MEPA 2007-2011
8.37
Te Inter-MinisterialCommittee will ensure theimplementation of projects
undertaken by each ministryand which affect tourism.
Following discussions withMAC to ensure tourism is notnegatively affected during theworks, the respective entity
or ministry shall implementthe project within the agreedtimeframe.
Inter-Ministerial
Committee forourism
Inter-Ministe--rial Committee for
ourism, OPM,MAC and related
ministriesparticularly
Ministry for RuralAffairs and theEnvironment,
Ministry for Urban
Development andRoads, Ministryfor Resources and
Infrastructure
Ongoing
8.38We will monitor and support
local councils in their efforts tomaintain tourist zones.
MAMA, MEPA, local
councilsOngoing
8.39
We will encourage afforesta--tion projects which respect ournatural environment includingprogammes such as the ree4U
campaign and other initiativesinvolving the private sector.
MRAE MRAE, MAC 2007 - ongoing
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Management of tourist areas
Objectives:
It is our policy to provide particular attention to the tourism zones. Within these zones immediate priority will be
given to ensuring that basic facilities within these zones are available, well presented and maintained.
asks:
Reference Goal and task description Process led by Responsibility of: Timeframes
8.40
Te MAC will provide direc--tion as to the type of investmentthat each tourism zone requires.
Tis will be done in consulta--tion with MEPA given existinglocal plans, local councils, the
private sector, NGOs, constitut--ed bodies and other stakehold--ers. Te principles upon whichsuch requirements for invest--ment will be based include:
Maintaining competitionamong existing tourism service
operators in the area whilstensuring that the area is not
saturated in such a way that it is very difficult to compete;
MAC
MAC, MA,MEPA , local
councils and otherstakeholders
January to December2007
Residents’ expectations and
needs, respect for and partici--pation of residents;
Te main type and level of tour--ism activity in the zone;
Te motivating factors for tour--ists to visit the zone;
Te current quality of tourists visiting the zone ;
Te assets and attractions ofthe zone ;
Respect for the natural andcultural habitat;
Te principle of innovation.
8.41
High standards of presentationin Valletta and all other walledcities and fortifications will be
prioritised.
MACMAC, MA,Local councils,
NGO’S2007 - 2011
8.42Fort St Angelo will be restored
and interpreted.MAC
SCH, Cottonera
Waterfront Group2007 -2008
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8.43
We will place cameras at stra--tegic locations in Malta & link
them to the Internet as a meansof promoting Malta.
MA MA 2008
8.44
ourism zones will be given alegal definition. ourism zone
management plans, incorporat--ing improvement and mainte--
nance and upkeep plans, will bedrawn up.
MEPA, MA MEPA, MA 2007
8.45
ourism zone management -moving from the provision andimprovement of basic facilitiesto a higher level of managing
the zone.
MA MA 2007 onwards
8.46
Te Malta ourism Authoritywill draw up an inventory of
all the facilities, infrastructure,cultural, environmental andsocial assets in the six tour--ism zones and other tourism
areas. Tese inventories will beused to monitor cleanliness,signage, accessibility, provi--
sion of information and roadconditions in tourism zones.
Tis inventory will also provideinformation about the qualityof the facilities, infrastructure,
cultural, environmental andsocial assets in each zone. MAwill be responsible for co-ordi--nating with other entities andministries to ensure that suchzones are properly maintained
and managed.
MA
MA, MRES,MUDR, AD,
MII, MGOZ, Wa--ter Services Corpo--
ration, Enemalta,Local councils
2007 – 2008
8.47
We will carry out a productevaluation assessment amongtourists visiting the tourism
zones.
MA MA Ongoing
8.48
We will undertake to carry outa quality assessment for the ac--
commodation sector, in particu--lar hotels, which shall includethe assessment of intangible
aspects of the operations.
MA MA, MA 2007 – 2008
8.49
We will work closely with the Po--lice, FELOM, language schoolsand host families to reduce theimpact of high density studentpopulation on the environment
during the peak season.
MAMA, FELOM,
Language schools.First half of 2007
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8.50
We will work closely with Herit--age Malta, the Superintend--
ence of Cultural Heritage, andFAA in order to reduce theimpact of high density popula--tion on our cultural sites / mu--seums during the peak season.
Heritage Malta
Heritage Malta,Superintendence of
Cultural Heritage,MA, FAA,
Guides Association,NGOs
2007
8.51
MAC will work closely withSuperintendence of Cultural
Heritage and Heritage Malta inorder to ensure that manage--ment plans of World HeritageSites and government owned
sites and museums are in placeand that the needs of the tour--
ism industry do not conflictwith the needs of conservation
and preservation
MAC
MAC, Super--intendence of
Cultural Heritage,Heritage Malta,
NGOs
2007 – 2008
8.52
We will work towards a properclassification of the catering
sector which will include qualitydifferentiating criteria.
MA MA 2007 – 2008
8.53
We will monitor organised ex--cursions in such a manner that
will enhance tourist satisfactionwhilst giving the guest the op--portunity of choice.
MA
MA, Local han--
dling agents 2007 – 2008
8.54We will work closely with MSA inthe process of setting new stand--
ards for the qualification of guides.MSA
MSA, MA, Guidesassociations
2007 – 2009
8.55We will work with dive centresto ensure an excellent level of
safety and customer satisfaction.MA
MA, Police, MSA,PADI
2007 – 2008
8.56
We will undertake measures toprotect the tourist from harass--
ment from timeshare toutswhilst assisting the timeshare
industry to restore its reputation.
MAMA, Ministries,Police, imeshare
association2007
8.57
We will review the currentlegislation regulating the ac--commodation and catering
establishments to incorporatequalitative standards.
MAMA, MHRA,
FHPCE2007-2010
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8.58
Local Councils will be delegatedthe responsibility to ensure thatlocal businesses maintain their
façade and the pavement imme--diately in front of their building ina clean and tidy state. Addition--ally anyone selling items whichcan potentially create waste in
the immediate surroundings willbe responsible for cleaning any
waste emanating from their busi--ness process and from the use oftheir products within a specificdistance from their property.
MJHAMJHA, Local
Councils, GRU,MA
2007 – 2008
8.59
We will conduct an analysis ofthe existing cleaning systems in
tourism areas in order to iden--tify a more cost effective and
efficient system. Considerationmay be given to possible contri--
butions by the private sector.
MEUMEU, MRES,
MAC, MJHA, Lo--cal Councils
1st quarter 2007
8.60
We will amalgamate the beachcleaning section within theMAC with the Cleansing
section of the MRES in orderto ensure a better cleansing
service. We will also invest bybuying adequate equipment for
the carrying out of the work.
MRESMRES, MAC,
OPM2007
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Service provision through our people
Objectives:
Our policy is to encourage tourism service providers to provide a proper service. Te provision of a professional
service combined with a hospitable attitude can contribute to our competitive advantage.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
8.61
We will undertake in-depthevaluation of present and past
training initiatives, to assess theeffectiveness of such initiativesin terms of improved service
delivery.
MA
MA, MEYE, IS,EC, University of
Malta, private train--ing institutions,private sector
3rd quarter 2007
8.62
We will introduce a synergisedprogramme of courses revisedin the light of changing needs
and new market trends and thecurrent levels and standards ofservice offered by employees in
the industry.
MA
MA, MEYE, IS,EC, University of
Malta, private train--ing institutions,private sector
2008-2011
8.63
We will encourage and de-- velop training programmes
for enhanced service delivery.Trough EU funding pro--
grammes, we will implementtraining programmes for the
provision of a better service bytourism front liners and sup--
port services.
MA MA, MACMEYE, EC
2007 – 2009
8.64
We will undertake new initia--tives aimed at providing train--ing opportunities to personnelworking in the industry and to
those who may wish to work inthe industry.
MAMA, MEYE, EC,
IS2007 – 2011
8.65
Continue information dissemi--nation on careers in the indus--
try amongst students high--lighting the fact that offering aservice is not being submissive.One should also emphasise thefact that a career in the indus--try can be a source of gainfuland rewarding employment.
MAMA, MEYE,
Schools2007 – 2011
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8.66
We will conduct mystery guestanalysis to assess the level ofservice being provided by the
tourism service providers.
MA MA 2007 and beyond
8.67
We will encourage and provideopportunities for tourism
service providers to move intoquality assurance and seek
certification.
MA MA 2007 – 2011
8.68
We will set quality standardsfor tourism service providerswhich focus on the intangible
aspect of service. Tis willfurther enhance the currentclassification system.
MA MA 2009 and beyond
8.69
We will acknowledge andreward for the hard work anddedication demonstrated by
workers in contact with touriststhrough initiatives such as the
SAR scheme
MA MA 2007 - 2009
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Creating the right environment for our visitors
Objectives:
It is our aim to build on the safety of our islands by creating the right environment for locals and visitors to roam
the different areas of the islands in tranquility and peace of mind.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
8.70
We will increase police patrolsin the different tourism zonesin order to decrease vandalismand other illegal activities so asto ensure a safe environmentfor locals and visitors alike.Discussions will start on thesetting up of a Police Reserve
Force to service tourism zones.
Police Police, MJHA 2007 and beyond
8.71
We will set up a 24 hour callcentre service which will be
used as a marketing tool in con-- juction with the tourism portal.Te call centre will be in touchwith customers prior, during
and after visiting Malta and willalso serve as a customer com--plaint handling system. Its aim
will be to increase customersatisfaction by giving to tourists
and locals a single point of con--tact for tourism related issuesand to source tourism related
information.
MA MA 2007
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Issue 9: Image/Perception/brand building
Objectives:
Malta must compete with major tourist destinations. We thus have to create the right image and perception of
Malta in our overseas markets.
asks:
9.01
We will commit the requiredresources, within our financial
limitations, to the brandingexercise.
MAMA, MFIN,
MAC2007 – 2011
9.02
We will continue our brandbuilding exercise which is
adopting a two-pronged ap--proach, namely that of address--
ing the local population andcommunicating our brand to
our overseas markets.
MA MA 2007 – 2011
9.03
We will develop and carry out a
tourism educational campaignwith primary and secondary
school children. Te campaignwill highlight the importance
of tourism, appreciation ofour culture and our natural
environment.
MA MA, MEYE 2007 - 2011
9.04We will continue to monitor
the effectiveness of our brand--ing exercise.
MA MA 2007 – 2011
9.05
We will formulate three yearmarketing plans, which will bereviewed annually or as often
as market conditionsnecessitate.
MA MA2007 - 2009, 2009
-2011
9.06
We will develop a plan formarketing Gozo and undertake
initiatives which will marketGozo as a rural destination.
MA MA 2007 - 2011
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9.07
We will seek ways of market--ing Malta for all its economic
activity through joint co-opera--tion among public and private
organisations.
MA
MA, Malta Enter--prise, MIA, VISE,Malta Drydocks,Malta MaritimeAuthority, Malta
Financial ServicesAuthority, Ministryof Foreign Affairs
and others
2007 - 2011
9.08
We will capitalise on invest--ment by international com--panies in order to increase
visibility of Malta overseas.
MAMA, MAC,
Private companies,Malta Enterprise.
2007 – ongoing
9.09
We will forge stronger allianceswith Malta Enterprise andinternational organisations inorder to attract more special--
ised conference and incen--tive business to Malta while
creating a platform for furtherinvestment in the islands.
MAMA, Malta Enter--
prise2007 – ongoing
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
Issue 9a Market development
Objectives:
We must ensure that there is close synergy between destination management and the requirements
of each tourism segment. Segmentation cannot be achieved unless synergies are created withinthe cluster contributing to and forming that segment.
Tasks:
Leisure and
Tour
Operating
9.10
MA must ensure close
synergy between destinationmanagement and the require--
ments of each segment.
MA MA Ongoing
9.11 MA must increase the partici--pation of the private sector bydevising common marketing
campaigns.
MA MA, MHRA,GRU, FAA
Ongoing
9.12 Te private sector needs to in--crease its contribution through
in kind and other services.
Coordinated by:MA
MA, MHRA,GRU, FAA,FELOM, PADI,
All tourism opera--tors.
Ongoing
9.13 MA must strengthen Malta’sposition in the main markets
also through a stronger interna--tional network.
MA and OverseasRepresentatives
MA, FAA, Os Ongoing
9.14 MA must study the potentialof new source markets and
devise marketing strategies forpenetration in such marketsbefore starting promotional
campaigns.
MA MA
9.15 Ensure that our future touroperating policies reflect theneeds of the destination andthe Os whilst ensuring thatwe are always in the forefrontin tour operators’ brochuresand promotion initiatives.
MA, MAC MA, MAC, Os Ongoing
9.16 We will continue our effortsto increase seat capacities to
Malta through the low cost air--lines and also through forgingstronger alliances with legacy
airlines.
MA MA, LCC, MIA Ongoing
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
9.17 Enhance Gozo’s potential as a
rural destination. Rural tour--ism in this context refers to adestination characterised by
rural and cultural activities, in--creased possibilities for relaxa--
tion and for active holidays,protection of and accessibility
to the unspoilt natural environ--ment and closer integrationwith the local community.
MA MA, GA Ongoing
9.18 Market Gozo as a destinationoffering a unique experiencegetting in touch with nature
and having the possibility toengage in a number of healthyand relaxing activities
MA MA, GA Ongoing
9.19 Capitalise more on domestictourism in order to ensure asteady flow of Maltese visi--
tors especially in the lean andshoulder months
MA MA, MGOZ,GA
March 2007 -ongoing
9.20 Improve accessibilitybetween the islands.
Gozo Channel MGOZ, MAC,Gozo Channel
ongoing
9.21 Develop a marketing strat--egy for domestic tourism and
implement it.
MA, MAC MA, MAC,MGOZ, GA, GozoChannel and Gozotourism operators.
June 2007
9.22 Invest in the development ofHuman Resources in Gozo.
MA MA, MGOZ,GA, private sector
ongoing
9.23 Revise standards of farm--houses and other self-catering
establishments.
MA MA Start September2007 and ongoing
9.24 Build a sustainable industrythat respects the natural
environment.
MAC MAC ongoing
9.25 We will further invest in cul--tural and sport activities.
MGOZ MGOZ, MAC,MEYE, MA
ongoing
9.26 Increase accessibility to Gozofor cruise liner business.
MMA MMA, MA ongoing
9.27 We must focus on Gozo’suniqueness in order to increasethe quality of EFL teaching inGozo. We must not focus onquantity but on quality. Tefocus must be on Business
English and the adult market.
FELOM FELOM, MA ongoing
Gozo
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9.28 We must attract secondaryand tertiary education groups
by marketing the island forgeographic and sociological
attributes.
MA MA, FELOMFAA
ongoing
9.29 We must also tap family travelby utilizing Gozo’s character--istics of a relaxed lifestyle and
rural setting.
MA MA, FELOM ongoing
9.30 We will keep investing inthe diving sector on Gozo byincreasing accessibility andhealth and safety measures.
MA MA, MGOZ,PADI, MHEC
ongoing
9.31 We will implement the divingaction plan for Gozo.
MGOZ GA, MA 2007 - 2009
9.32 We will improve the image ofGozo especially in relation to
villa holidays
MA MA, MGOZ 2008 and beyond
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Culture
9.33 We must increase physical and
intellectual accessibility forcultural activities and supportinvestment related to cultural
industries.
MAC MAC, MCCA,
MGOZ, CulturalEntities in Gozo
ongoing
9.34 We will support investment inconservation of sites, museums
or artistic activities.
MAC Superintendence ofCultural Heritage,
Heritage Malta,Malta Councilfor Culture and
the Arts, St JamesCavalier Centre forCreativity, NGOs
ongoing
9.35 We will encourage private sec--tor investors willing to invest
in particular historical areas aslong as the principle of conser--
vation is adhered to.
MAC Superintendence ofCultural Heritage,
Heritage Malta,NGOs, Private
Sector
ongoing
9.36 We will strengthen efforts totransform sites and events intoauthentic experiences for both
locals and foreigners.
MAC MAC, Super--intendence of
Cultural Heritage,
Heritage Malta,NGOs, MCCA
ongoing
9.37 MA should focus on attract--ing tourists for heritage andthe arts, through a rich cal--
endar of events incorporatingperforming and visual arts.
MA MA ongoing
9.38 We need to tap higher spend--ing tourists who visit the
islands either for a particulartrail or for a study or special--
ized visit.
MA MA, Super--intendence of
Cultural Heritage,Heritage Malta
ongoing
9.40 We will give full support toentities in order to increase thequality of events and will sup--port private enterprises willing
to invest in such activities.
MAC MAC, HeritageMalta, MCCA
ongoing
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
English Language Learning
9.41 MA will work closer with the
EFL Monitoring Board check--ing whether tuition is being
delivered according to profes--sional standards.
MA, MA, MEYE,
FELOM
2007 and beyond
9.42 We will encourage the privatesector to attract more students
during the winter months.
EFL Schools MA, FELOM ongoing
9.43 We will support private sectorefforts to improve quality ofinstruction delivered at EFLschools and quality of pro--
grammes organized.
FELOM MA, FELOM ongoing
9.44 Differentiated and specializedlanguage learning needs to be
developed by start-ups.
FELOM FELOM ongoing
9.45 We will support quality initia--tives aimed at increasing thenumber of students coming
over in the shoulder months.
MA MA, FELOM ongoing
9.46 Capitalise more on English Plus
courses. Particular attentionshould be given to the develop--ment of the adult market andspecialized courses aimed atattracting the mature, higher
spending clientele.
FELOM MA, FELOM ongoing
9.47 We will develop a code of ethicsfor the English Language sectorin order to ensure that proper
behaviour is manifested by EFLemployees.
MA MA, MAC,MEYE, FELOM
2008
9.48 MA will also support trainingcourses aimed at EFL teachers,
group leaders and eventorganizers.
MA MA, FELOM 2007 - 2011
9.49 Quality assurance will beencouraged.
MA, MAC, MA, MAC,MEYE
2007
9.50 We will strengthen our effortson the Asian and
South American markets.
MA MA, MAC 2007 and beyond
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9.51 We will ensure that flight con--nections between major Euro--pean Airports and Malta are in
place to assist these efforts.
MA, MAC MA, MAC, MIA ongoing
9.52 Government will analyse theimpacts of EFL students that
stay for long periods and searchfor a part time job to sustain
themselves and to assist them inpractising their English.
MA MA 2007
9.53 MAC will support initiativesaimed at instigating morefamilies to host students.
MAC MAC ongoing
9.54 MA will also invest in trainingfor the host families.
MA MA 2007 - 2011
9.55 We will work more closely withMJHA and the Police in order
to increase safety in theentertainment areas.
Police Police, MJHA,MAC, Local
Councils, LocalWardens.
ongoing
9.56 We will work closely with ADto ensure frequent bus con--
nections for the main tourism
zones and direct connectionsbetween different zones inMalta and Gozo.
AD AD, MAC,MUDR
2007
9.57 MA and the private sector willcarry out the necessary studiesin order to assess which new
markets can be tapped for theEFL segment.
MA MA, FELOM ongoing
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
9.58 DMCs will be encouragedto improve the quality of the
service offered. Efficiency andinnovation are highly lacking.
MA MA, DMCD 2007 - 2011
9.59 MA will develop highlyprofessional tools and pro--
vide services similar to thoseprovided by our competitors’
conference bureaux.
MA MA 2007
9.60 We will capitalize on pharma--ceutical and I sectors in order
to increase conferences.
MA MA, DMCD ongoing
9.61 MA and Malta Enterprise will
develop an investment strategyaimed at capitalizing on the--matic conferences in order to
increase exports and additionalinvestment to the islands.
MAC, Malta
Enterprise
MA, Malta Enter--
prise
2007-2008
9.62 MA will work with multinational companies that have anoperation base in Malta in orderto attract annual conferences ofspecific associations and firms.
MA, Malta Enter--prise
MA, Malta Enter--prise
2007 - ongoing
9.63 MA will assist local compa--nies and organizations which
are members of internationalassociations to attract more
conferences to Malta by target--ing bids for multi national and
European Commissionconferences.
MA MA, DMC Ongoing
9.64 Increase efforts to tap thepotential offered by exhibitions
and product launches.
MA MA 2007
9.65 MA must identify gaps inservice quality since CI
delegates expect the higheststandards.
MA MA 2007-2008
9.66 Invest and retain an element ofinnovation.
MAC, PrivateSector
MAC, PrivateSector
ongoing
9.67 Disseminate timely informa--tion on forthcoming events to
be marketed overseas.
MA MA ongoing
9.68 We will work to develop moreevents involving local arts and
crafts.
MAC MAC, MGOZ,Heritage Malta,
MCCA, St. JamesCavalier
ongoing
Meetings, Incentives, Conferences, Exhibitions (MICE)
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9.69 We will work to provide betteraccessibility to events and sitesto both locals and foreigners.
Special attention will be paid to
CI delegates.
MAC, MA MAC, MA, Her--itage Malta, SCH,
NGOs, MFSS,KNPD, NCPE
ongoing
9.70 We will support initiatives thatenhance VIP facilities at pointsof entry and exit, such as fastercheck-in services, baggage han--dling and restaurants offering
local cuisine.
MAC MAC, MIA,MHRA
2007 and beyond
9.71 A product development man--agement plan for the differentzones needs to be drafted forthe different zones where the
interest of the segment are
developed.
MAC, MA MAC, MA ongoing
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
Sports - Diving
9.72 Investment should not betargeted towards increasing the
number of diving schools offer--ing similar services but towardsincreasing the quality of service
delivered.
MAC, MA,PADI
MAC, MA ongoing
9.73 Efforts will continue to stopunlicensed diving operations.
MA MA ongoing
9.74 We need to increase thenumber of diving enthusiasts
during the shoulder and wintermonths.
MA, PADI MA, PADI ongoing
9.75 We will support developmentof services towards a more
specialized and personalizeddiving service.
MAC, PADI MAC, PADI ongoing
9.76 We will continue supportingthe scuttling of wrecks aimingat providing a fair distribution
of this product offer aroundthe various diving areas of the
islands.
MAC MAC ongoing
9.77 We will take an active role ingovernment discussions that
may have an impact on the sea--bed in order to ensure protec--tion of our natural and marine
cultural heritage.
MAC MAC ongoing
9.78 Te Ministry through theSuperintendence of Cultural
Heritage will also commissionstudies in order to produce an
inventory of underwaterheritage areas.
Superintendenceof CulturalHeritage
MAC,Superintendence
of CulturalHeritage,
Heritage Malta
ongoing
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
Other Sports
9.79 We should increase the shareof youngsters who visit Malta
during the summer for trainingpurposes by forging alliances
between sports clubs and over--seas clubs to use local facilities
for training.
MA, MEYE,MOC, Kunsill
Malti ghall-Isports
MA, MEYE,MOC, Kunsill
Malti ghall-Isports
ongoing
9.80 We will focus our efforts topromote the use of existingsport facilities. Tis would
provide us with a higher returnon investment and better utili--
zation of existing resources.
MA, MEYE,MOC, Kunsill
Malti ghall-Isports
MA, MEYE,MOC, Kunsill
Malti ghall-Isports
ongoing
9.81 We will continue supportingmajor sports events and other
international ones.
MA, MEYE MA, MEYE ongoing
9.82 We will work in order toincrease the possibilities of get--ting international teams/starsto train or compete in Malta.
MA, MEYE MA, MEYE ongoing
9.83 We will also support watersport initiatives.
MA, MEYE MA, MEYE ongoing
9.84 We will support private sectorinvestment in sport activities
such as rock climbing andtrekking.
MA, MEYE MA, MEYE ongoing
9.85 MA sports segment mustwork to increase the shareof visitors who come to the
islands for rock climbing andtrekking.
MA MA ongoing
9.86 MA will continue to promoteMalta as a yachting destina--tion, seeking ways of linkingup with Sicily and unisia for
yachting routes.
MA MA, MMA ongoing
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
9.87 MA will continue its effortsat promoting Malta as a ‘cruise
and fly’ destination.
MA, MMA MA, MMA ongoing
9.88 We will implement the gardencity project in order to improvethe aesthetics of Floriana andValletta. We will identify sitesthat need embellishment and
implement projects according--ly. Cruise passengers will havethe possibility to experiencelocal art in the artist village
which will be situated in Flori--ana and will give cruise visitorsmore spending opportunities.
MAC MAC, MRES ongoing
9.89 We will keep striving in orderto make Malta a homeport for
a number of cruise liners.
MA, MMA MA, MMA ongoing
9.90 MA is working to includeMalta in the brochures
distributed by cruise passen--gers. Gozo will be promotedwith operators of clippers.
MA MA ongoing
9.91 Government will make thenecessary investments in order
to have offshoreberthing facilities.
MMA MMA ongoing
9.92 Maintain and promote anational calendar of events.
MAC MAC, MA ongoing
9.93 We will continue supportingevents/activities that are an
added plus for any Malta stay.
MAC MAC ongoing
9.94 Te ministry will be work--ing in order to strengthen the
links between the differentparties with the aim of having
a calendar of events well in ad-- vance which can be promotedoverseas.
MAC, MA MAC, MA ongoing
9.95 Te Ministry will undertake ef--forts to increase seat capacity
with the objective of increasingthe number of short holidays
in Malta.
MAC, MIA MAC, MIA ongoing
9.96 Ministry entities will also seekprivate partnerships in order to
work on activity clusters.
MAC, MCCA,Heritage Malta,
Superintendenceof Cultural Herit--
age
MAC, MCCA,Heritage Malta,
Superintendence ofCultural Heritage
ongoing
Growth Markets
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9.98 A revision of the standardsof wellness facilities will helpus position Malta and marketthis niche as an added value to
short breaks.
MAC, MA MAC, MA, MSA ongoing
9.99 MA will keep supportingprivate institutions who are
interested in developing medi--cal holidays.
MA MA ongoing
9.100 Te MA will support initia--tives developed by private hos--pitals that have invested in theproduct and are working withinternational organizations in
order to obtain permits to af--fect operations on their behalf.
MA MA ongoing
9.101
MA must devise a marketingstrategy for new markets suchas Spain, Portugal and EasternEurope and allocate a budget
accordingly.
MA MA 2007
9.102 MA will keep marketingMalta as a wedding destina--
tion. We will develop therelated product and service in
order to offer a true experience
befitting the situation.
MA MA ongoing
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
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Issue 10: Maximising EU opportunities
Objectives:
We will continue to maximize the benefits that result from our EU membership and actively participate in the
decision-making process and discussions held at an EU level.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
10.01Participation in the ourism
Advisory Committee organisedby the European Commission.
MAC MAC Yearly
10.02
Assessing legislative and non-
legislative proposals affectingtourism and formulating theMalta position which will beput forward during Council
meetings.
MAC MAC Ongoing
10.03
We will tap structural funds fortourism related projects and en--sure their delivery according tothe set procedures. Tese fundswill be used for government-ledprojects and for schemes aimedat the private sector and at non-governmental organisations for
projects relating to tourism andculture.
MAC MAC 2007 - 2011
10.04
We will encourage our stake--holders to participate in
direct funding programmesfor tourism related projects.We will provide informationon the various EU funding
programmes which can be ofbenefit to tourism.
MACMAC, Forum
Malta fl-Ewropa,PPCD
Ongoing
10.05
We will tap the opportuni--
ties provided by the EuropeanCommission such as the pilot
project on ‘Destinations ofExcellence’.
MAC MAC 2007 and beyond
10.06We will actively participate in
the euro changeover process toensure a smooth changeover to
the euro.
MAC MAC, NECC 2007 - 2008
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Issue 12: Reduce seasonality
Objectives:
It is our objective to reduce seasonality, though we acknowledge that tourism activity is by its own nature sea--
sonal.
asks:
Reference Goal and task description Process led by: Responsibility of: Timeframes
12.01
We will attract low cost carriersand encourage other airlines
to operate throughout the yearwhilst tapping new routes.
MAC, MIA MAC, MA, MIA 2006 and beyond
12.02We will promote Malta more
aggressively for winter tourismthrough our segment policy.
MA MAJanuary 2007 and
beyond
12.03We will provide a year round
value for money offer.MA
MA, privatesector, other
ministries2007 and beyond
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Issue 13: Employment, education and lifelong learning
Objectives:
We will promote the right environment leading to the creation of more and better jobs in the tourism sector and
culture. We will continue to raise our population’s appreciation of our cultural and natural assets in line with themeasures outlined in the National Strategy for Cultural Heritage.
asks:
ReferenceGoal and task
descriptionProcess led by: Responsibility of: Timeframes
13.01
Te Ministry will continueto provide its inputs to the
National Action Plan for Em--
ployment and to the NationalReform Programme which
seeks to achieve growth andemployment.
MACMAC, MA,MEYE, EC 2007 - 2008
13.02
We will seek ways of facilitat--ing investment in people, also
utilising EU funding opportuni--ties. Market forces will deter--mine the level of employment.
MAC MAC, MA, ECJanuary to December
2007
13.03MA will contribute to the
national initiatives which canassist the tourism industry.
MA MA ongoing
13.04
We will encourage the privatesector, through the improve--
ment of work practices, toinclude more female staff in
their workforce.
MA, MHRA MA ongoing
13.05
ap non-traditional tour--ism related service providerssuch as in conservation andinterpretation of sites, in the
creative industries, in the craftsindustry.
MAC MAC, NGOs 2007
13.06
Encourage investment in suchtourism related service provid--
ers whilst providing trainingrequired for young people andthose wanting to work in thesecreative industries which com--
plement tourism.
MAC MAC, NGOs 2007
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13.07
MA will promote recognisedcourses organised by private
training institutions.MA MA ongoing
13.08
MA will undertake ‘Industrytraining needs analysis’ every
two years and recommend pos--sible ways of addressing suchtraining needs. Te Ministry
and MA will together identifythe best possible approach to
addressing such training needs.
MA MA 2007, 2009, 2011
13.09
Te Ministry through regularcommunications with its tour--ism industry stakeholders willaddress training requirements.
MACMAC, MEYE, IS,
MAOngoing
13.10
Te Ministry and MA willseek EU funding opportunitiesto implement projects whichaim to encourage and create
employment and which actas an investment in lifelonglearning.
MAC MAC, EC, MA Ongoing
13.11
Te Ministry for ourism andCulture and MA will work
with the Ministry for Educationand IS to ensure that the rightcourses are being provided andthat the resources dedicated tothe IS are being allocated and
utilised in the most effectivemanner to ensure that the re--
quired training is provided andthat it is reaching the right au--dience. We will work towardsminimum certification levels
across the whole industry.
MA MA, IS, MEYE ongoing
13.12
Te Ministry will seek assist--ance from the World ourismOrganisation to assist it in theformulation of its plan for fur--ther developing the industry’shuman resources. Tis workwill be incorporated in the
ourism Plan.
MAC MAC 2007
Reference Goal and Task Description Process led by: Responsibility of: Timeframes
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Reference Goal and Task Description Process led by: Responsibility of: Timeframes
Issue 14: Price competitiveness and value for money
Objectives:
It is our policy to continuously monitor Malta’s overall price competitiveness, particularly in terms of the destina--
tion’s relative price with our source markets and with our direct competitors, in terms of tour operator packagesand in terms of the prices of items normally purchased by tourists.
asks:
14.01
We will monitor Malta’s pricecompetitiveness (relative
prices, tour operator pack--ages, flights, local prices) andbenchmark against our direct
competitors.
MA MA, MCMP, NSOJanuary 2007 and
beyond
14.02
On the basis of cost struc--tures we will identify the areaswhere reduction in costs can
be achieved. Ways of reducingsuch costs will be identified.
MACMAC, Private
Sector2007
14.03
We will ensure that all opera--
tors display their prices and wewill impose fines on those whoovercharge on the displayed
price.
MCMP MA, MCMP January 2007 andbeyond
14.04
We will issue guidelines on av--erage prices for items normallypurchased by tourists. We willwork with tourism associations
on an awareness campaignin order to show the negativeeffect that overpricing has on
the tourism industry.
MCMP
MCMP, MAC,Private Sector,
ourism Associa--tions
2007 - 2008
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Acronyms
AD Awtorita dwar it-rasport
CEO Chief Executive Officer
DCS Director ourism and Corporate Services
EFL English as a foreign languageEC Employment and raining Corporation
EU European Union
HM Heritage Malta
IMC
for ourism Inter-Ministerial Committee for ourism
IMU Information Management Unit
IS Institute for ourism Studies
MCC Mediterranean Conference Centre
MCCA Malta Council for Culture and the Arts
MCMP Ministry for Competitiveness and Communications
MEYE Ministry for Education, Youth and EmploymentMFA Ministry of Foreign Affairs
MFIN Ministry of Finance
MFSS Ministry for the Family and Social Solidarity
MGOZ Ministry for Gozo
MHEC Ministry of Health, the Elderly and Community Care
MIA Malta International Airport
MII Ministry for Investment, Industry and Information echnology
MJHA Ministry of Justice and Home Affairs
MRAE Ministry for Rural Affairs and the Environment
MRES Ministry for Resources and Infrastructure
MSA Malta Standards Authority
M Manoel Teatre
MA Malta ourism Authority
MAC Ministry for ourism and Culture
MUDR Ministry for Urban Development and Roads
NSO National Statistics Office
Perm Sec Permanent Secretary
PPCD Planning and Priorities Co-ordination Directorate within OPM
PSCG Private Sector Consultative Group
SCH Superintendence for Cultural Heritage
SJC St James Cavalier Centre for Creativity UNWO United Nations World ourism Organisation
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Ministry for Tourism and Culture
EU Affairs and Policy Development Directorate
‘Auberge d’Italie’
Merchants Street
Valletta
Telephone: 22915700/3