VISITMALTA

Aiming for the “Happy to go again” tourist

For the CEO of the Malta Tourism Authority, JOHANN BUTTIGIEG, ‘acceptable is not acceptable’. Showcase Dubai caught up with this dynamic captain of industry who made it clear that average is not what he does. For Buttigieg, nothing short of excellent, of 5 star plus is considered as good enough in Malta’s tourism sector.

One of the very first things which strikes you when speaking to Malta Tourism Authority (MTA) CEO Johann Buttigieg is the way he sees all things interlocking in one whole. Speaking of Malta’s participation in the Dubai Expo, Mr Buttigieg said that while this will expose Malta to a Middle Eastern Market, it will also be important because nomads would get an idea of what the country offers. Nomads today is not simply applied to itinerant agricultural workers. More frequently it means people who may live in different countries at will because they can take their work with them via digitization. “These people need to know that when they log out of their computer, they have places to go to, that they are safe, that the country has a lot to offer,” said Buttigieg. His words echo the same trend of though as other CEOs who spoke to Showcase Dubai, indicating that the strategy is a unified one aimed at uplifting quality and providing variety.

TOURISM IN A PANDEMIC

The Covid-19 pandemic spared no country and Malta was no exception. Mr Buttigieg noted that Malta is a very safe place in terms of contagion because of various factors. “We have one of the highest take-up rates of vaccination in the world, we have an excellent health care system, a general hospital which is one of the best in Europe, as a country we are very safe,” ticked off Mr Buttigieg. This is being recognized by travelers. Mr Buttigieg said that the projections made before Malta opened its doors to tourists in recent weeks undershot the mark considerably. “We were estimating airline capacity at 60% when in reality we are seeing an arrival capacity rate at 80-90%,” observed the MTA CEO.

CONNECTIVITY

Malta, he said, has all the attributes to attract people to it: it is central, well linked in an established airline network and an excellent digital connectivity. Besides that, said Mr Buttigieg, placed almost right in the mid-point between the USA and the Middle East, Malta has an excellent vantage point to be able to do business with both “Almost the ideal place to close a business deal” smiled Mr Buttigieg. Malta, he said is also quick on the mark. When the pandemic struck, Malta was in the midst of a very populated tourism peak. Mr Buttigieg said that within 10 days approximately 100,000 people had been repatriated. “That’s almost 20% of the population of Malta and it’s no joke,” he observed. The central location and facilities which Malta offers make it not only responsive but also enhance its level of safety since emergencies can easily be catered for.

f

We have one of the highest take-up rates of vaccination in the world, we have an excellent health care system, a general hospital which is one of the best in Europe, as a country we are very safe.

f

Malta, like anywhere else, has a carrying capacity: tourism carries both positive and negative impacts and the impacts on society and on the environment need to be taken into the equation seriously.

RECOVERY PLAN

Covid-19 for Mr Buttigieg was a case where a challenge was turned into an opportunity. Malta has been talking about the need for quality tourism for many years but the transition from the current numbers to smaller, more lucrative tourism has remained elusive. The pandemic with its effective eradication of tourism, provided the ideal trigger for a new slate. While still in the consultation phase the recovery plan looks to decreasing numbers of tourists and increasing their quality. “Malta, like anywhere else, has a carrying capacity: tourism carries both positive and negative impacts and the impacts on society and on the environment need to be taken into the equation seriously,” argued Mr Buttigieg. He said that the only way to increase tourism’s contribution to the GDP would be to provide a greater value-added experience to the visitors to Malta. “It has to be a place where one would be happy to go again,” said Mr Buttigieg. He insisted that the strategy will be fewer numbers and greater quality. He elaborated that this does not simply mean 5 Star and more hotels. It means better quality product at all levels of the budget spectrum from the least expensive to the most luxurious, Mr Buttigieg insisted that the experience must be memorable.

THE ROAD TO THE HEART

If, as the saying goes, the road to the heart is through the stomach, then Malta has improved by leaps and bounds. “Malta is far removed from the days when restaurant fare was, almost uniformly, prawn cocktail followed by lasagna or steak. Our palate has refined over time and today we boast several Michlin rated restaurants. I assure you, I have tasted what commonly passes for street food from Michlin restaurants in Malta and the result is superb,” smiled Mr Buttigieg. Quality, he added, does not mean abjuring your roots but rather re-defining them to meet evolving standards. “This comes through ensuring that what is plated comes from high quality local produce. This means maintaining the integrity of the line from Farm to Fork,” insisted the MTA CEO.

SUN, SEA AND STANDARDS

With its many beaches, Malta is as well known for its historical and cultural worth as it is for its sun and sand. Mr Buttigieg insisted that maintaining the beaches at an ‘acceptable’ level is not acceptable. The Blue Flags, he said were not obtained because the beaches were merely ‘acceptable’ and the MTA works hard at keeping the beaches free from abuse. One area where Mr Buttigieg is targeting is diving. Emphasising that the waters around the Maltese Islands are very clear, crystalline in some areas, Mr Buttigieg said that the MTA is now embarking on projects to provide more sites of interest underwater. Not simply content with the odd wreck or artificial reef, Mr Buttigieg said that the MTA is also planning on submerged artwork and artefacts “to attract persons who would like to see art in a different way,” said Mr Buttigieg.

MALTA’S MUST-SEE PLACES

Mr Buttigieg rarely hesitates in his answers, clearly a man who has considered conundrums from various angles. He was a bit gob-smacked however when asked to list just three must-see places in Malta. In the few seconds of silence which followed that question, you could see the struggle in trying to choose from a multitude of venues. Finally he chose: “St John’s Co-Cathedral for all the Baroque treasures hosed in one venue especially the Caravaggio and the priceless Flemish Tapestries. The Hypogeum which gives an indication of the high level of civilization which Malta had achieved in prehistoric times. The medieval Cittadella in Gozo as a living museum with top-notch restoration and re-use,” reasoned Mr Buttigieg, adding also that this choice was also highly personal.

FREEDOM WITH CAUTION

In a world that is slowly trying to get back to as near normality as possible, Mr Buttigieg said that the MTA has taken the optimistic routs but with caution. ‘Feel Free Again’ is the mantra which the MTA post-Covid marketing campaign is pushing. However, Mr Buttigieg said that this free feeling must be tampered with caution. “You can still feel free and enjoy the many amenities Malta has to offer such as beaches and restaurants, but you need to do this while observing the health protocols which are in place,” warned Mr Buttigieg, very conscious that the whole industry would suffer if a general laissez faire is allowed where health is concerned. This message is being pushed in not only the traditional way through the media but also digitally. He emphasized that the MTA is selecting its markets digitally and focusing on attracting tourist in areas where Malta has a direct air link to. “We are focusing on places within a 200km radius of an airport in which we operate,” observed Mr Buttigieg.

AND FOR THE FUTURE?

Asked to look into his crystal ball and prognosticate what the future holds, Mr Buttigieg promptly replied “The harmonization of health protocols across the EU is of paramount importance.” He added that for tourism to be facilitated across the board, at least all EU states need to agree on what certification is acceptable when people have been vaccinated. In this case this would also mean a harmonization of standards for travelling. “People will not travel unless they feel safe neither will they travel if there are too many unknowns. In those cases, people will stay put,” warned Mr Buttigieg. He said that people need not only to know what is required of them but also what will happen to them if they get sick. “Unless we have a single methodology within the EU, people will not travel,” concluded Mr Buttigieg. n

j

You can still feel free and enjoy the many amenities Malta has to offer such as beaches and restaurants, but you need to do this while observing the health protocols which are in place.