“The tourism picture that is unfolding this year is one of sustained growth. Since November of last year tourism figures have increased month after month. We are envisaging that the net growth this year will be a positive one for the industry, and we are working to sustain it next year,” said an upbeat Francis Zammit Dimech, Minister for Tourism and Culture.
He was making the opening address at a conference organised by the Fondazzjoni Wirt Artna as part of the Interreg IIIC Project entitled “FuTourism”.
The minister said Malta is competing with various countries in the Mediterranean basin that can offer cheaper holidays because of lower wages. “Today we cannot rely any more on the formula ‘sun, sea and sand’. We are diversifying our product into new tourism segments, namely cultural tourism, English language learning, conferences and incentives, sports, and Gozo as a destination on its own. Together these segments make up about 40 per cent of all tourists coming to Malta. This means that we are on the right track of diversification.”
Dr Zammit Dimech said the European Union promotes culture through programmes and funding. One of these programmes, the Interreg IIIC – which promotes interregional cooperation between regional and other public authorities across the entire EU territory and neighbouring countries – is supporting the FuTourism Project, Integrated and Sustainable Development of Tourism regions.
“Malta is participating in the FuTourism Project together with Greece, Ireland, France and Slovenia. Our mini project is the CulTourism featuring integration of local heritage and culture in tourism, and recognition and marketing of Maltese local cultural identity.”
The minister said the cultural and heritage segment already caters for about 150,000 tourists, or over 13 per cent of all visitors. These are tourists who come to Malta specifically for our culture and heritage, visiting our historical sites.
Our cultural heritage, he added, was a key feature of Malta’s tourism promotion. The government is contributing towards the restoration and upgrading of our heritage on a national and local level. It is also tapping European, and other funds to enhance the cultural heritage, while at the same time encouraging the private sector to contribute towards its upkeep.