Figures released recently by the National Statistics Office show that the number of tourists who have visited Malta has risen quite sharply this year. It is certainly good news for an industry that has been suffering for quite some time.

The latest press statement issued by the NSO stated that “inbound tourists for the first seven months of the year are estimated at 649,502, an increase of 7.6 per cent over the corresponding period a year ago”.

It is perhaps too early to say whether we have turned the corner. In a delicate sector such as tourism, a few months of positive results are not enough for one to say that the crisis is over. But at the same time it must be said that after some years of difficulty, it is clear that matters have improved. What we hope for now is that we continue on this track.

Tourism had been in decline for a number of years. This was initially blamed on the 11 September 2001 terrorist attacks in the United States, but as time passed and countries in direct competition with Malta improved their results while we lagged behind, it became evident that there were other factors that needed to be sorted out to rectify matters.

It took us quite some time to realise what needed to be done and we did take some wrong decisions in the process. But luckily we did learn from our mistakes and corrected them before it was too late.

For one thing, low-cost airlines have linked Malta to destinations that were previously not accessible, and this helped to increase the number of incoming tourists. Air Malta too reacted by increasing the number of destinations as well as the number of seats available, and this also was a step in the right direction.

One other factor is that the number of events that could bring in more tourists have sharply increased. For example, the concerts with the participation of international stars that were held over summer have surely helped to attract more visitors.

Of course, we cannot rest on our laurels and think that everything will be fine no matter what. We must continue to work hard to keep up the momentum, and possibly build on the recent success. The real test will come in the shoulder and winter months, traditionally a quieter period when compared to summer, but with a bigger potential for growth.

What is perhaps even better news is that, again according to the NSO, “during the period under review, total tourist expenditure is estimated at Lm232.7 million, an increase of 4.3 per cent over the same period in 2006. The increase was underpinned by higher non-package and other expenditure. Although the majority are still opting for package travel, direct bookings and non-package stays are exhibiting an increasing trend”.

And this is where Malta must push harder. Package travel brings in the numbers, but people who come here on their own steam are usually the ones who spend more. Today, many are opting to book their seats and accommodation via computer from the comfort of their home. Therefore, while package tourism must continue to be promoted because, after all, it provides for the largest chunk of incoming tourists, at the same time we must also develop the non-package stays sector.

Added to this, we must also work hard to maintain our standards for the conference and incentive travel market, a growing niche that is however a very delicate segment of the industry. It only takes one hitch to destroy all that we have managed to achieve so far, and in this sense all those involved in the industry must always provide the best services possible.