Loud teenagers are what come to most people’s minds at the thought of the local English Language Teaching industry. Few consider the hundreds of professionals who design world-class courses, or the web of economic stakeholders spanning from programme leaders and host families to cultural sites and retail stores involved in the sector.
English Language Teaching is a rising, if silent, contributor to Malta’s success in the area of tourism. In fact, the average stay of Language Students is indeed longer than that of regular tourists, opening a wider circle of direct and indirect beneficiaries from their spending.
NSO figures reveal that 2018 was another record-breaking year for tourism with an increase of more than 15 percent in visitors in the first nine months compared to 2017. Indicators show that the positive trend was carried over the fourth quarter too.
The Malta Tourism Authority (MTA) has been instrumental in enabling projects that sustain this growth and the English Language Teaching (ELT) industry found crucial backing in the Authority’s vision. The MTA has done a fantastic job in promoting the sector and working to enhance vital ancillary services such as flight connectivity and visa procedures.
The MTA strategy to upgrade the product with concrete initiatives is another major factor in the results achieved by the ELT community. Efforts such as the beach regeneration works in Balluta or Buġibba and the varied calendar of high-quality events like the Malta International Fireworks Festival, Summer Daze, the Malta International Choir Festival, and the Nickelodeon Treasure Hunt, make the overall package more attractive and gives Malta an edge over competitors.
Nevertheless, other countries are pushing for a bigger share of the market with new industry-specific efforts like offering advantageous taxation structures to language schools (and their service providers) and the waiving of eco-contribution for hosting families. A clear vision for the industry is critical and innovative policy enacted in good time is a big determinant in the plans and investment made by ELT operators.
An area that requires urgent action in Malta is the lack of enforcement in entertainment establishment. The country likes to project itself as a safe and family-friendly environment, particularly with the junior market; but a series of upsetting incidents and less-than-adequate responses to them is harming our reputation. We need stricter enforcement in bars, bottle shops and clubs to make sure visitors can enjoy their time, free of harm.
Environmental degradation is another cause for concern for this industry. Poor preservation of our natural and built spaces, and the apparent inability to keep them clean are growing challenges that call for immediate attention. The same goes for our dire road connections and general traffic management systems, these are elements that impact the industry directly.
Language Students enjoy a more immersive experience of the host country than the casual four-night tourist: they do not always eat out but shop in supermarkets and cook their own meals; they do not stay at hotels however live with families in our village cores. They are more exposed to our authentic way of living, with all its intriguing as well as unpleasant characteristics. The charm of the islands may linger less on language students and an accumulation of nuisances may wear it off completely.
The Language Teaching community in Malta holds the highest standards, but the quality of schools on its own is not enough for the industry to sustain its rate of success. Efforts to improve the tourist product have had a positive impact on ELT, and in turn the economy, so a comprehensive strategy cannot forgo strategic investment in areas such as environmental management and accommodation legislation.
Rebecca Bonnici is owner and director of BELS Malta