The Malta Tourism Authority will next month kick-start an extensive, year-long EU-funded training programme aimed at improving the customer service in the tourism industry.
The programme consists of five activities that will target specific audiences in the sector like transport providers, catering establishments and SMEs.
Speaking to The Malta Independent, manager, Industry HR Development at the MTA, Joseph Tanti, said the aim is to holistically improve customer service across all sectors of the industry but more importantly train individuals and stakeholders who do not benefit from training programmes offered by the major hotels and companies.
“The activities are geared towards improving the customer service at each stage of a tourist’s stay on our island. Along with Misco, we are producing a multi-media educational DVD that outlines each phase of a typical tourist’s holiday – from his or her arrival at the airport until his/her departure – highlighting both positive and negatives aspects of customer service in Malta,” Mr Tanti said.
The training programme focuses on developing a service culture, encouraging and instilling the need for good practices for good business, a welcome Malta training programme, training support for SMEs and a study on lifelong learning for the tourism sector.
Misco International and a foreign company Optimum Results will be providing the training in collaboration with the MTA and other stakeholders.
The programme was launched on Europe Day, 9 May, however the MTA decided not to start until next month so as not to interrupt individuals and businesses during the peak tourist months.
“We also wanted to develop our own customer training programme rather than use an off-the-shelf product which would not have a ‘local’ feel,” he explained.
A consultant with Misco and one of the trainers on the programme, Morgan Parnis, said the first activity will target 150 owner/ managers from the tourism establishments who will attend “train the trainer” workshops to be able to pass on their knowledge to their staff.
These workshops will run from October until January 2007.
The second activity is aimed at improving standards and working practices. “Workshops will focus on the provision of support to tourism businesses in implementing ‘good practices’ in various areas of operation,” Mr Parnis said.
The target audience will be 150 operators in the accommodation, catering and travel sectors.
The third activity, which will be one of the most important, will focus on improving transport service providers’ ability to communicate with tourists and to provide helpful information about Malta.
“The target group will be coach drivers, bus drivers, taxi drivers and the owners of karozzini. A total of 22 training programmes will be carried out between September and February,” Mr Parnis said.
Small and medium sized enterprises (SMEs) will also be provided with training and assistance in the fourth activity, with more 50 small hotels and catering enterprises expected to take part.
The final activity is a study carried out over the next 12 months to identify the needs and operational structures which can address the long-term requirements of life-long learning in the industry.
“This study will map out the industry’s needs for the next five years, providing us with information concerning the proper development of workers in the sector,” Mr Parnis said.