Closing Address

Mr David Mifsud, Chief Executive Officer MTA

Honourable minister, colleagues, representatives of the tourism industry, ladies and gentlemen.

First of all thank you. Thank you for attending the MTA’s annual conference today, but also thank you for showing, through your presence here, your continued commitment towards the betterment of Malta’s Tourism Industry.

These past few months have been crucial for the local tourism industry. It has been a time for make-or-break decisions to be taken, and a time to turn the tide around. Speaking on behalf of the Malta Tourism Authority I can also say that it has been a time for substantial change with regards to how we do things within the MTA. We’ve managed to create new work modes, more effective structures, strengthened motivation within the MTA, and, also, we’ve started to bring about a reversal of fortune wherein tourism figures are concerned.

We also have a clear direction of where we want to go and have subscribed 100% to the formulation and implementation of the Tourism Plan. We have also almost completed the formulation of the Marketing Plan for 2008 – 2010. We have restored an MTA presence in our core markets and have just engaged the services of an international communications partner to make our overseas marketing efforts that much more effective.

Furthermore, we are embarking upon many ambitious EU funded projects to help improve our product offer, whilst pulling out all the stops to improve cleanliness, upgrade beaches and rehabilitate various areas within Tourism Zones. Our commitment towards upgrading the quality of our product offer has also resulted in various initiatives aimed at curbing abuses and rewarding all those who go the extra mile. We have seen to it that communication with the trade has been substantially improved, also by means of a monthly Industry E-update for starters. The MTA has upgraded the visitmalta website into a complete web portal with booking engine, and our efforts towards upgrading our image overseas has been increased no end. Interim international advertising campaigns, where previously none were contemplated, new interim visuals, co-marketing campaigns with airlines, tour operators and Malta specialists…. As you have seen through the presentations we have shown today, a lot has been done in a very short space of time. And there is much, much more yet to be done.

Just as an example… we are fully aware of the huge role that the hospitality sector plays within the industry. To this end, and in the coming months, the MTA will be undertaking a number of initiatives to encourage and facilitate the further development of the accommodation component within the industry, and also to support the segment based marketing policy adopted by the Authority.

For this to come about…The MTA will be reviewing the present Hotel accommodation classification system.

To allow flexibility in the development of new products within this sector.
To introduce qualitative aspects of services and facilities.
To do away with the provision of services and/or facilities which may be superfluous and a burden to certain hotel types.
To Include additional services and/or facilities to meet special needs of certain hotel types
Standards need to establish a clear distinction between different ratings especially between 4 and 3 star.

This should not interpreted as a relaxation on the application of standards, and critical standards including those pertaining to health and safety, should never be compromised

We need to develop policies to help align the accommodation supply with the needs of the segment based marketing strategy.

The development of the right type of accommodation could be instrumental for the success of the marketing strategy and in this regard MTA will be:

Analysing the current bed stock supply to identify where there are shortages, or, indeed an oversupply of accommodation types.
And we’ll also be identifying the various types and volume of accommodation required, in support with the segment-based strategy.

This will present an opportunity for the development of new accommodation, or for the conversion of existing establishments to more appropriate and successful operations. The MTA will, in this manner, be maximising on the business potential of various accommodation sectors, whilst improving its international competitive position.

And while we’re on the subject of our international competitive position… Perhaps its time to look at the international tourism scenario at this point.

The market forces at play here are many and varied, and are changing continuously. Whereas up until a few years ago predictions and forecasts were relatively child’s play… based on any given number of certainties… today the picture has altered completely. Radical changes in travel trends, patterns, likes and dislikes, new competitors sprouting up at every turn, the ‘flavour of the month’ factor… all this and much more is changing the face of the global tourism trade as we knew it. We predicted a downward turn in the tour operator market… but no-one could have seriously predicted how rapidly this downward turn is coming about.

The long and short of it is that, yes, everything is changing, all the time. The caveat that the Financial Services Authority obliges investment companies to place in all advertising states that: “Il-passat mhux garanzija tal-futur” – Past results are no guarantee of future performance. In all honesty, this should become the caveat for the tourism industry.

These huge shifts in tourism trends and patterns require that we, as an industry, become more dynamic than ever before in our efforts to continuously attract tourism towards our shores. Being dynamic requires that we have the VISION… We need to know where we’re going and what we aim to achieve. That’s where our three year Marketing plan and the tourism plan come into play. We need the clear vision to know where we’re heading but at the same time, due to these ever-changing realities we operate in, we also need to be dynamic enough to modify and alter our course accordingly, whenever and wherever market forces are dictating as such. That, too, is part of the VISION… Knowing when and how to adapt your bearings so as to remain on course. And here is where our research and market intelligence efforts come to the fore. Now, thanks to our new communications partners, Media Consulta, we shall be in an even better position to combine the sterling work carried out by our Research Team with the market intelligence constantly garnered by this international communications organization.

We are clear on the vision, and the way forward. However, to attain your goals, to see your vision through, you need the determination to press forward, even if, at times, you are forging ahead against all odds. Speaking on behalf of all of us, without exception, at the Malta Tourism Authority, I can assure you, one and all, that we are wholly determined to make this work… to realise our vision in the short, medium and long terms… we are determined to strengthen the Maltese Tourism Industry, and not simply over the next few months, but for the foreseeable future. We are in this for the long haul, and our determination focuses squarely on having a tourism industry that is strong, healthy, that earns a reputation for quality and value for money and that is, above all, sustainable in the long term.

We have the vision and the determination… But do we have the ability to see this through? Unequivocally… yes. Yes we do!. Over the past few months we have instilled a number of significant changes within the Malta Tourism Authority, not least being the re-opening of MTA offices in various core markets. What has also taken place is a quiet revolution within the MTA structures, rendering our entire operation more finely-tuned to the needs of the industry, more effective to deal with the changing market realities and more efficient throughout.

Motivation within our workforce has also increased and with this, an evident increase in self-motivation… the willingness to get things done, and done properly. The vast majority of people working within the MTA are workhorses, and I use the term deliberately, who work around the clock with a dedication that is second to none. I would invite anyone here to spend an average day at our offices to verify what I have just stated. I would also like to publicly thank everyone within the MTA for all they have done, are doing and continue to do in our efforts to constantly improve the tourism sector.

Now we have also engaged the services of what we believe is a top-notch international communications partner. Our advertising and marketing efforts overseas are set to take a significant turn upwards. With Media Consulta on board we will be able to market Malta more effectively, adopting a holistic, integrated approach whilst at the same time being wise to specific market realities, strengthening our brand image overseas and, ultimately, getting the numbers right in all areas.

Yes, once again, we do have the ability to attain the vision, and the determination to see it through. Nevertheless, I’m not saying that all is fine and dandy. Not by a long shot. I mentioned the need, the essential need to be dynamic and the ability to tweak and fine-tune your route in order to stay on course. This is what we aim to do.

Complacency is a killer and we don't intend to become complacent at any step of the way. The Authority is still in the process of earning its place as a leader within the industry, and to do this we need to stay vigilant and on the ball all the time, adapting to the circumstances and new realities accordingly as they arise.

The challenges are many and keep on increasing, but this will not thwart our efforts. On the contrary. With each new challenge that presents itself, our determination to overcome increases exponentially. That having said, however, I would also like to make a very subtle suggestion to the powers that be. As the MTA, we are constantly giving ample proof that we are utilizing the resources at our disposal in the most cost-beneficial and cost-effective manner possible. There is still room for improvement, yes, but the bottom line definitely shows us to be most careful and ultra-resourceful when it comes to how public funds are being spent. Nonetheless, as I have stated time and time again, the international scenarios we are operating in are changing at such a rapid pace, that certain situations and challenges need to be dealt with head-on, catered for immediately, and solved there and then. To do that, and experience has shown that the need for immediate solutions keeps growing, you need the necessary resources…. (pause) And I’ll leave that pregnant pause hanging there as another subtle aide-memoire.

I spoke about the quiet revolution… the re-engineering that is taking place within the MTA, for the Authority to become more effective, more efficient, and for us to be able to better tackle the challenges we face in the ever-evolving tourism industry… That on its own is not enough. This has got to be a collective effort, and no buts about it. Personal agendas have got to be put aside, otherwise we will all flounder, make no mistake about it. The success of the tourism Industry does not depend exclusively on the MTA, albeit it is our responsibility to lead the way. Nor does success rely exclusively on the continuous efforts made by all the operators within the trade. Neither will government’s input alone be the determining factor. But success will be determined by the synergy and by the strengthening of co-operation that we manage to create between all of us, directly involved in Malta’s Tourism Sector. Without this synergy, without this sense of all pulling in the same direction, without real co-operation… all our respective efforts and good intentions will be in vain.

The road is long, twisted, and oftentimes riddled with potholes. But the destination, where we’re heading and where we want to go… that is clear as crystal. I am convinced, without a shadow of doubt, that with the vision, determination and ability we possess, all of us, together, can reach all of our goals, for the benefit of the industry, the economy and Malta, above all. THANK YOU

This supplement is available at: AC07.