A survey commissioned by the Malta Hotels and Restaurants Association (MHRA) confirmed that Malta’s tourism industry has continued its post-pandemic recovery, but the association noted that more connectivity is required if Malta is to reach pre-pandemic levels of tourism.
The survey – the BOV Quarter 3 2022 Hotel Performance Survey as prepared by Deloitte – was presented by the MHRA during an event at the SeaView Hotel in Bugibba on Friday.
The survey showed that on a cumulative basis, tourist arrivals for the first six months of the year reached 75% of 2019 levels, with the second quarter being particularly strong and reaching 86% of 2019 levels of tourism.
The survey also found that the average tourist’s length of stay during 2022 was actually marginally higher than that which was registered in 2019, thereby enabling the cumulative guest nights to reach 78% of the 2019 levels across the year.
The survey showed that the average daily spend by a tourist was of €120.41, which is 4.6% higher than the level of spend registered in 2019. The total tourist expenditure in the period between January and September this year reached 89.2% of that achieved in the comparable period in 2019.
The MHRA observed that while the survey reveals a general positive trend of recovery for the first six months of this year across the Maltese hospitality sector, a closer analysis however reveals that despite there being a registered increase in revenue, the Gross Operating Profits dropped, reflecting the rising costs in payroll and inflationary costs.
In this light, MHRA President Tony Zahra stated that, “such recovery is not only reflective of the resilient nature of the tourism sector but also reflective of the collective efforts made by all stakeholders including the Ministry of Tourism, the Malta Tourism Authority, AirMalta, the Malta International Airport, and the MHRA members.”
The Deloitte survey highlights that as global economies started to bounce back from the pandemic over the past 6 months, Malta has been successful to turbocharge our tourism and hospitality sector once more through also unconventional and innovative investment strategies.
Zahra however also remarked that “to further realize and sustain growth, investments should systematically cover the entire ecosystem – from destination readiness to tourist engagement in source markets; from distribution to regulations and human capital development.” Zahra stated that tourism stakeholders should consider new ways to reorient the next wave of investments to achieve sustainable growth.
In this context, Zahra referred to the restructuring programme which Air Malta is currently going through and reiterated MHRA’s mantra that Air Malta must keep flying. From a wider perspective, the MHRA President emphasized that, “more connectivity is needed to reach 2019 arrival levels.”
Zahra stated that the challenges are not yet over, and that the war in Ukraine has led to a global crisis namely in energy and food supplies. Accordingly, Zahra commended Government’s vision reflected in the national budget by investing a further €600 million to support families and businesses alike in facing such challenges, ensuring stability and support for further potential sustainable economic growth.
Carlo Micallef, Malta Tourism Authority CEO also addressed the seminar and highlighted the latest initiatives and marketing strategies which the Authority is currently spearheading. Micallef remarked that MTA is anticipating that close to 2.2 million tourists will visit Malta and Gozo, with Air Seating Capacity reaching up to 5.4 million by the end of 2022.
Micallef added that that majority of airlines which operated in summer 2022 will continue into winter 2022/2023. Air Serbia to restart operating to Malta and direct flights to Stockholm will recommence by Ryanair. Micallef concluded that Emirates will start operating daily flights as from this winter too.