The Minister for Tourism, Edward Zammit Lewis, addressed a Film Tourism Seminar organised by the Malta Tourism Authority in collaboration with the Malta Film Commission. The Minister noted that today’s traveller has become an avid explorer seeking new experiences and constantly looking for new destinations.
In his address, the Minister for Tourism acknowledged that long-term tourism sustainability depends on the continued advancement of our country’s competitive advantage, keeping abreast of global trends and developments within the market.
The Minister for Tourism said that, over the past years, we have witnessed the rapidly growing phenomenon of ‘screen’ or ‘film tourism’, whereby tourists are attracted by destinations which are featured in films or TV series.
Recently, Malta has been experiencing its best ever success, making its mark on the film world through some major blockbusters, as well as the filming of episodes from popular TV series and documentaries. Moreover, this industry will contribute some €100 million to the economy this year, compared to last year’s €29 million and the €5 million direct contribution in 2013.
The Minister for Tourism also spoke of the film business itself, which has become very competitive and requires substantial investment. The Minister noted that, apart from the investments in film crews and other services directly related to the industry, film productions normally handle considerable budgets which also include ancillary services, such as hotel accommodation, transport and entertainment, thereby delivering a remarkable multiplier effect on the local economy.
He remarked that, in the last two years, this administration has managed to provide a strong boost to this industry. Edward Zammit Lewis also explained that Malta has been positioning itself as a competitive film destination and that, as part of this strategy, the Malta Film Commission (MFC) has introduced new incentives aimed at creating the appropriate and effective environment within which this industry can develop even further. Moreover, the MFC has been managing an extensive marketing campaign on a world-wide basis promoting Malta as the ideal film-making destination.
While speaking about the Malta Tourism Authority (MTA), the Minister stated that the authority has been actively promoting film-tourism as one of its target segments in a cross-section of markets. He also noted that, as part of its marketing plan, the MTA has been highlighting the many quality productions shot in Malta and Gozo.
Edward Zammit Lewis concluded his speech by noting the need to support the development of a proper climate that will allow our film industry to grow. He stated that the key to success in this regard remains the ability to forge synergies between the film industry and tourism, thereby strengthening Malta’s national competitive advantage and increasing Malta’s international visibility.