malta's national tourism plan (2006)

8/15/2019 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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S I

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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S

A

M’


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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



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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:


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


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:


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



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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:


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:


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



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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:


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:


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


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



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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:


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


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.


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


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



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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.


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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27

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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29

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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31

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:


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.


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.


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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33

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:


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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35


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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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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37


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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39


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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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.


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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41


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.



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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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43

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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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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45


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


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.


Malti ghall-Isports


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.


9.83 We will also support watersport initiatives.


9.84 We will support private sectorinvestment in sport activities

such as rock climbing andtrekking.


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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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,


age

MAC, MCCA,Heritage Malta,

Superintendence ofCultural Heritage

ongoing

Growth Markets


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47

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



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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:


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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50/56


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:


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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51

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



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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

malta's national tourism plan (2006)

Documents