October 2018 was a record month for inbound visits when compared to the corresponding month in previous years. This has just been confirmed by the National Statistics Office and is the result of the incessant work being carried out by the Malta Tourism Authority and the Ministry for Tourism. 

Total inbound visitors during the past month reached 270,702, registering an increase of 10% when compared to the corresponding month a year ago.  Inbound tourists amounted to 265,419, increasing by 10.5%. It is important to note that the majority of tourists visiting Malta are first-time visitors, but the share of repeat visitors is substantial.  In fact almost 72% of inbound tourists last October were first-time visitors, registering an increase of 13,458 tourists, or almost 8%. The remaining 28% of inbound tourists were repeat visitors, increasing by almost 19%.

Consumer research carried out by the MTA reveals different perception and awareness levels of Malta as a holiday destination.  The Germans and the French associate Malta with history and culture, language learning and activity holidays.  The British and Italians tend to be less aware of Malta’s historical product offer, as a result of which the image of Malta in these countries is more generic. 

Results indicate that the UK remained Malta’s main tourism source market with a share of 26%.  This was followed by Italy with a share of almost 12%. Out of the four main source markets, the United Kingdom recorded the largest absolute increase equivalent to 6,610 more tourists (or +10.5^%).  Italy followed with an increase of 3,631 more tourists, equivalent to an increase of 12.9^%. 

Part of our success can be attributed to the sensitivity with which we promote ourselves. Our marketing team, split into country-specific segments, has a keen eye for detail, a sensitivity towards the historic relationships with the country in question, and an awareness of trends and cultural factors that determine reasons for visit. The team is highly dedicated towards generating tourism from all parts of the globe, and the huge success within the Polish market this year is indicative of this effort.

As cliché-ed as it may sound, the hospitality of the Maltese is one of the key attributes which should be given prime importance.  Hospitality, authenticity and tradition feature amongst the growing trends in tourism.

This, of course needs to be coupled with connectivity. Last year saw the introduction of no less than 20 new routes travelling to and from the Mata International Airport. By now it is clear that a very important side-effect of the commencement of low cost airline services to Malta was the impact on the profile of tourists visiting Malta. 

The new type of tourism flows includes younger age-groups, shorter decision-making processes and shorter lengths of stay. In fact, those aged between 25 to 44 years saw an increase of 19,283, or almost 24% last October, when compared to October last year. Our events team at the MTA is working round the clock to ensure that young visitors are well taken care of. An excellent example this year was the introduction of Summer Daze, a musical bonanza bringing thousands to our islands for the very first time.  

Our tourism’s success story is not a stand-alone achievement. Malta is not merely a sunshine holiday island in the Mediterranean, passing through a prolonged growth curve. I believe that our success can be attributed to other factors, including a more complex and integrated national brand image. The success we are achieving is not the result of isolated awareness in the market place, but part of a larger context of economic wellbeing.

Malta is attractive as a destination for investment and leisure due to its long term, economic, political and social stability. Its strategic location, with easy access to nearby markets, further contributes towards its appeal, together with its efficient and transparent tax system. Human resources are highly skilled and English speaking, and there is a competitive cost structure with low social costs. This is to be added to an excellent quality of life and a safe environment. All these attributes assist us in growing our tourism offer and in accelerating the diversification of our economy, as one befitting a modern European state.

The economic impact of tourism is massive. Between January and October 2018, total tourism expenditure was estimated at nearly €1.9 billion, 8.6% higher than that recorded for the same period last year. The more time passes, the clearer it becomes that our economy is based on the development of a dynamic, high value-added model,  centred around competence, skills and excellence, capable of sustaining a high quality standard of living for the island’s entire people. The MTA sees to this within its own remit, thanks to the constant efforts undertaken for the sake of quality, such as the Quality Assured Seal or the Star Awards system. However, this search for excellence is not only felt at a micro level. 

Success is not happening by chance. Repetitive economic growth, even within the tourism sector, can only be sustained because our economic activity is structured. Our achievements are the result of a holistic vision which has benefitted from political continuity and clear economic inter-relationships. As a result, Malta’s current brand image is strong and the islands have started to generate growth under their own steam. They exist as proof that small size and limited resources should not act as barriers to success. Our achievements are the result of a holistic vision. Tourism is playing a very important role in supporting this success.

Dr Gavin Gulia is MTA Executive Chairman