Tony Zahra: Quality tourism is about experiences, not just spending

As discussions around Malta’s tourism strategy intensify, questions have arisen about whether the country should focus on reducing tourist numbers in favour of attracting higher-spending visitors.

Malta Hotels and Restaurants Association (MHRA) President Tony Zahra shared his insights with BusinessNow.mt on what ‘quality tourism’ truly means and the biggest challenges currently facing the industry.

Mr Zahra argues that quality tourism is not solely about how much a visitor spends but rather about the experiences they seek.

“Tourism is not just about spending; it’s about the quality of the person who comes to Malta. Are they interested in culture, the local way of life, or the sea? All of these factors are extremely important in elevating our tourism offering,” he explained. “We can enhance this over time, provided we have clear objectives.”

Balancing tourist numbers and spending

With increasing concerns over overtourism, some argue that Malta should aim to reduce the number of visitors while increasing spending per tourist. However, Mr Zahra believes the focus should be on improving the product rather than limiting arrivals.

“We should be aiming to attract higher-spending tourists by offering a product that appeals to them,” he said. “Reducing tourist numbers should not be the objective.”

Quality experiences at every level

Budget accommodation plays a crucial role in Malta’s tourism landscape, particularly with the prevalence of three-star hotels. Mr Zahra shared a personal experience in Portugal to illustrate how quality service can elevate even the most modest accommodations.

“I once stayed in a small coastal village in Portugal where there was only one hotel, and it was a one-star establishment. The reception was small, run by a local lady who took the time to explain everything about the area. It was a simple but warm experience,” he recalled. “At breakfast, the server suggested we move to the front of the hotel for a better view. Even though it was far, she still came over to assist us. That’s what quality is about, having a personal experience where you feel like a valued visitor, not just a number.”

Challenges facing Malta’s tourism industry

Mr Zahra acknowledged that Malta’s tourism product is facing significant challenges that need to be addressed.

“If you walk around Malta, you’ll see that there are plenty of challenges,” he noted. “Our priority should be to showcase Malta at its best.”

As Malta navigates its future in tourism, the emphasis will need to be on quality service, meaningful experiences, and a clear strategic vision for the industry.