The Government has launched a new strategy for tourism in Malta up to 2030, with the theme ‘Recover. Rethink. Revitalise’.

The strategy, piloted by the Tourism Ministry after 11 months of consultation with relevant stakeholders, aims to regenerate the sector by exploring new avenues of sustainable growth.

Speaking at the launch of the strategy on Thursday, Tourism Minister Clayton Bartolo said it is based on three pillars: helping the industry continue its recovery from the pandemic, rethinking previous growth models and revitalising the sector by cornering new niche markets.

More specifically, the strategy seeks to increase tourist volumes sustainably and enable higher tourist expenditure, improve the quality of accommodation, increase the efficiency of connectivity, improve branding, and make Gozo a distinct destination in its own right.

To achieve this, the document sets out 12 strategic areas to focus on in order to achieve these goals.

Chiefly, the strategy looks at ways to maintain tourism’s share of the GDP and ensure it remains a stable economic pillar. 

The strategy also highlights that imbalances in the accommodation sector must be addressed through more selective development policy.

It adds that enforcement should be stricter on unlicensed accommodation as well as underperforming establishments, recommending a shift towards more stringent licensing guidelines based on quality. 

Tackling a gap in human resources is also highlighted, with the strategy seeking to improve the industry’s attractiveness as an employer through career opportunities and wage attractiveness. 

“This is not merely a plan to return to the tourism industry pre-pandemic, but one in which we strive to work towards an industry which is stronger, more competitive and better equipped to handle the challenges of the next decade,” Mr Bartolo said.

“But this will not succeed if implemented by the government alone. It is a strategy for the entire tourism industry and all sectors related to tourism. It will only be successful if it attracts the widespread stakeholder acceptance that is necessary for it to succeed,” he added.

To ensure the aims are carried out, the Malta Tourism Observatory will be established and will be made up of representatives from the Tourism Ministry, Malta Tourism Authority and the Malta Competition and Consumer Affairs Authority.

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