The Malta Tourism Authority (MTA) yesterday launched its third strategic plan for consultation, for the period 2006-2009, which focuses on various aspects to improve the country’s tourism industry.Tourism and Culture Minister Francis Zammit Dimech explained that the government’s policy on tourism presented various initiatives for the next five years. “The MTA’s previous strategic plans provide a basis for this third one. The authority’s mission statement and its corporate objectives and strategies were updated to reflect the present situation in the international tourism industry,” Dr Zammit Dimech said.Outgoing MTA executive chairman Romwald Lungaro Mifsud said that following a process of internal and external consultation, the MTA strategy also embraces the changes of a recently restructured authority, under the chairmanship of Sam Mifsud, who will take over on 1 September.Mr Lungaro-Mifsud said that destination branding, increasing industry competitiveness, innovation, quality, and the maximisation of EU funding opportunities were the backbone of the plan and they featured strongly throughout the corporate objectives and strategies.The plan also sets a long-term target, beyond 2009, for tourism volume to Malta to reach a peak of 1.5 million tourists per annum. This is based on the destination’s carrying capacity parameters, and assumes improved occupancy levels in tourism accommodation.Mr Lungaro Mifsud explained that branding is probably one of the MTA’s largest-ever projects and it will be seamlessly integrated throughout all of the authority’s local and international activities. The philosophy of branding was developed with the scope of reaching the whole population. Everyone working and living in Malta will be encouraged to carry a responsibility to help the tourism industry improve.MTA’s industry HR development will focus on introducing tourism education in schools, continuous professional development, the promotion jobs and careers within the tourism industry, brand training, HR planning, promoting quality service and the implementation of EU funded programmes for the tourism industry. Minister Zammit Dimech presented the framework for the government’s policy on tourism, which will be published by the end of the year, following a consultation process. The policy recognises the country’s problems and challenges in the tourism sector on international and local levels, since we are facing fierce competition, Dr Zammit Dimech said.Dr Zammit Dimech said that an important factor of the government’s policy was its plan to increase accessibility to and from Malta, including the introduction of low-cost carriers. “Ryan Air and Easy Jet have shown interest in the possibility of operating in Malta, but it would be wise to wait till the deadline for the call for proposals on 25 August,” said the minister.Dr Zammit Dimech said the MTA’s strategic plan demonstrates the fact that the authority is ready to face the industry’s challenges in the coming years. The draft plan will be available online, so that anyone interested may comment on it and post suggestions, he said.