The touristry industry is considered to be an economic generator of income, foreign exchange, employment chances and foil for Malta ‘s substructure. However in order for touristry to go on to boom in the right way, it is to be “ supported, upheld and given the importance it justly deserves. ”[ 1 ]
Due to touristry ‘s versatility, programs and policies are required and are besides necessary to help possible determination shapers in the proper direction of the industry. If local and national authoritiess are committed to a touristry policy, touristry will in bend be able to supply its citizens with a higher quality of life while bring forthing sustained economic, environmental and societal benefits.
The World Travel & A ; Tourism Council ( WTTC ) estimates that the travel and touristry sector histories for 9.2 % of the planetary GDP. In the late published study titled ‘The Travel & A ; Tourism Competitiveness Index ( TTCI ) Report ‘[ 2 ]a elaborate analysis of the rankings of the Travel & A ; Tourism Competitiveness Index ( TTCI ) is given. The TTCI aims to mensurate policies that make development within the industry attractive and evaluates a sum of 139 industrialised and emerging economic systems. Three wide classs of variables are considered to be chief forces towards states fight and are summarized into the three bomber indexes as follows:
( 1 ) The Travel & A ; Tourism regulative model bomber index.
( 2 ) The Travel & A ; Tourism concern environment and substructure bomber index.
( 3 ) The Travel & A ; Tourism homo, cultural, and natural resources sub index.
Even though Malta holds the 9th place in the Travel and Tourism Regulatory model, which includes policy related elements implemented by the authorities ; it is found to hold the undermentioned rankings in the 2nd and 3rd above mentioned bomber indexes:
22nd in the Travel and Tourism concern environment and substructure which is higher than other states such as Belgium and Italy. ( This 2nd bomber index contains elements of the concern environment and local economic system. )
54th place in the Travel and Tourism human, cultural and natural resources standards. ( This 3rd sub index encompasses the human, cultural, and natural elements of the state being analysed. )
These rankings may give us an overview of what issues should be addressed when explicating a policy and turn toing an analysis of the Tourism Policy for the Maltese Islands.
Tourism Policy for the Maltese Islands 2007-2011
The Tourism Policy for the Maltese Islands 2007-2011 papers lists fourteen aims. These aims are comprehensive and include assorted facets of the industry. Most significantly they incorporate a critical facet of touristry viability which cover economical issues, socio-cultural issues and environmental issues. In fact the overall aim of the policy, as stated on page 15 of the papers, “ is to travel towards sustainable touristry, taking into history non merely economic considerations but besides environmental and societal deductions. ”[ 3 ]
Before discoursing what aims should be kept or changed, it is of import to sketch them:
Tourism Policy for the Maltese Islands 2007-2011 Aims:
To pull off touristry in Malta and Gozo on the rules of sustainable development ;
To keep and conserve environmental and socio-cultural resources, being the cardinal elements of the Maltese Islands ‘ touristry merchandise ;
To increase touristry net incomes and touristry value added ;
To prolong bing occupations and make more and better occupations ;
To accomplish a just distribution of income ;
To increase our competitory advantage and present quality and distinguishable touristry merchandise, built on our features ;
To cut down seasonality ;
To capitalize on the alone features of Gozo ;
To increase handiness to and from Malta ;
To profit from e-business in touristry ;
To maximize on Malta ‘s rank of the European Union.
When a policy is developed importance must be placed upon come-at-able ends in order to make a coherent and logical way preface. Therefore in order for a finish to be considered successful within the aims defined ; there are issues of fight and sustainability which need to be addressed. In fact the policy describes how in order for the 14 aims to be auctioned they must ‘relate to governance, fight, sustainability and macroeconomic affairs ‘[ 4 ]
Recommendations and comments on the issues presented in the Policy.
The followers are the issues which I believe demand to be addressed when outlining a follow up for the following Tourism Policy for Malta.
Issue 2 discusses the authorities function as a facilitator for and regulator of the touristry industry. It is of import to observe that following the March 2008 general election, Hon. Mario De Marco was appointed as Parliamentary Secretary for Tourism, within the Office of the Prime Minister. Previously Francis Zammit Dimech was the Minister for Tourism and Culture. Therefore non merely did a alteration occur in the individual appointed for this place but a important alteration was done in the duties concerned: Whilst Francis Zammit Dimech was a Minister, Hon. Mario De Marco is now the Parliamentary Secretary for Tourism. Changes in a individual ‘s thoughts, perceptual experiences, strengths and ultimate ends differ from one individual to another. Therefore the current appointed responsible might hold differing ideas as to his predecessor. This alteration of functions and rubrics should hold resulted in a reappraisal of the policy
Crisis Management and antagonizing unanticipated fortunes
If we are to see the Tourism Policy for the Maltese Islands ( 2007- 2011 ) there is no clear identifiable action or issues designated towards Malta ‘s response towards minimising the impacts of climatic catastrophes, alterations in political stableness or terrorist act menaces.
Even though one can reason that they are addressed individually throughout the 14 issues and policy proposal ; Separate action programs might be drawn up. A policy should non undervalue alterations in touristry forms and flow which are caused by environmental or indirect beginnings. To the contrary, if Malta benefits from minimum geographical activity and can be considered to be a safe finish ( as compared to other states or island provinces ) it could use this facet as a strength in its overall competitory accreditations.
This issue besides ties in with issue figure 7 where Malta ‘s demand to increase handiness is discussed. Even though one of Malta ‘s alone merchandising prepositions is entree from the major European finishs, the policy does non advert the alterations which could hold taken topographic point to our National Airline Carrier Air Malta. The debut of low cost air hoses and their operations might hold disrupted Air Malta ‘s public presentation ; nevertheless, there are other issues which go beyond this facet which have caused the company to be in its current state of affairs. In this peculiar instance, one time once more, we see the deficiency to turn to crisis direction as the policy does non anticipate possible catastrophes within the touristry industry.
Puting a tourer profile and branding the finish
It is besides imperative to measure the nature and way of the tourer merchandise and its development. Using Butler ‘s 1980 Tourism Area Life Cycle ( TALC ) model one can measure the phase of touristry development in a state which is critical for a development scheme. When a finish reaches a certain phase the touristry policy should include image change, re-design and re-launch.
Attempts to market Malta on an international footing is being brought about through the publicity of niche markets and specialized markets such as sail touristry, wellness touristry and instruction. As outlined in issues figure 8 and 9 the current merchandise offer requires upgrading whilst the ‘image and perceptual experience of Malta overseas ‘ requires bettering through a trade name exercising and our section based policy.
The proposed solutions represent a instead traditional attack to trade name edifice. Inter-organisational coaction between authorities and local concerns as a signifier of public-private partnership towards the creative activity of a individual trade name scheme would be a possible solution.
The Social Sphere
The societal facet is to be considered due to tourisms dichotomous relationship between the host and its visitant. Malta ‘s touristry merchandise is being remoulded and focused upon value and quality. As outlined in the article titled ‘Marketing Malta internationally ‘ , value is what needs to be sought out for:
“ Whereas Malta had been successfully viing on monetary value up to some old ages ago, it now has to vie on value ”[ 5 ]
Issue Number 13 presents the investing in human capital in order to better instruction in the touristry sector. Human resources and labour supply are prerogative in the industry. Presently there are assorted undertakings in coaction with the European Union which are aimed at educating, preparation and encouraging persons to prosecute in touristry through employment. However a national touristry policy has to besides see the interactions which exist between the host community and tourers.
Enhancing community relationships and incorporating host community within the touristry related undertakings is referenced largely in the subdivision related to Gozo. However this should non merely be directed towards our sister island, but it should instead affect the Maltese Islands as a whole.
A possible recommendation would be to implement the VICE Model. This will assist towards accomplishing ‘Value ‘ within five chief contexts which are interrelated to one another ( i.e. : societal, cultural, physical, environmental and economic ) . Since the VICE Model focuses upon the Visitor, Industry, Community and the Environment, it encompasses the pattern of responsible touristry as the footing for any sustainable touristry policy.
Recognizing service proviso through people is the focal point of issue figure 8 B whereby it is stated that:
“ It is our policy to go on giving peculiar attending to guarantee that visitants to our islands get the best service possible ”[ 6 ]
Encouraging investing in staff development and preparation will in bend allow the proviso of quality service. Through local touristry planning, an chance is given to all citizens to take part in touristry activity. This thought can be implemented in Malta well due to its little size. It is of import that Malta ‘s dependence upon the Tourism market is clearly outlined and shared between all degrees of the hierarchy and this should be re-affirmed in any Tourism Policy for Malta throughout the old ages to come.
Identifying emerging tendencies
Knowledge about market tendencies should let adequate flexibleness to set strategic programs due to quickly altering market forces. As outlined in the issue figure 6, the quality of information provided by touristry statistics is to be developed to supply a “ ..more thorough apprehension of the touristry phenomenon in the Maltese Islands and to hold dependable informations that can lend to strategic determination devising ”[ 7 ]
This issue states that the MTA will measure statistics in order to supervise tendencies and take actions consequently. Yet the current research tools available such as the Eurostat or the EuroBarometer have still non been put into full pattern. Thus a recommendation and alteration that should be implemented in the follow up bill of exchange for the touristry policy is to use all the research tools available in order to supervise, buttocks, evaluate and action upon emerging tendencies and current state of affairss likewise.
Quality versus Measure
As outlined antecedently touristry is considered on the degrees of its part towards Malta ‘s GDP, employment degrees, and bed darks. Yet the greatest challenge within the touristry is that nowadays the societal kineticss lack the quality factor and concentrate wholly upon the measure, Numberss and increased net incomes. As seen in the Malta Tourism Policy, the development of niche markets based on Malta ‘s resources as an island could be considered as an equal market scheme in line with the alterations in touristry. This would in bend address issues of seasonality, fight and sustainability as tourer Numberss would be dispersed throughout the twelvemonth leting all constituents of the touristry supply concatenation to profit economically and socially from the tourist income ( both in figure and financially ) .
If one had to see the definition of touristry policy, in line with all that has been said so far, an appropriate definition would be that provided by Dr. Ginger Smith and Juan Luna-Kelser:
“ A touristry policy is a progressive class of actions, guidelines, directives, rules, and processs set in an ethical model that is issues-focused and best represents the purpose of a community to efficaciously run into its planning, development, merchandise, service, selling and sustainability ends and aim for the future growing of touristry ” .[ 8 ]
The recommendations that I would do for a follow up on the Tourism Policy for Malta are related to the creative activity of a trade name image, the designation of current tendencies and menaces to touristry, the execution of a scheme for crisis direction and the attainment of strong human relationships all throughout the touristry supply concatenation. This should be done in an effectual and efficient mode by mensurating, measuring, analyzing and discoursing the aims and issues put frontward in order to travel off from a stereo type long withheld whereby the Tourism Policy is considered to be a ‘static ‘ document-So all those involved in policy and planning should be pro-active and re-active in their suggestions and executions.