The Tourism Operators Business Section at The Malta Chamber of Commerce, Enterprise and Industry with the support of Seed, presented Rediscover, its vision for Malta’s tourism industry.
Generally, the document proposes its recommendations based on eight (8) key themes:
1. Branding & Marketing
2. Digital & Innovation
4. Sectoral Infrastructure
5. Culture & Identity
6. Governance & Institutions
7. Human Capital
The document is rooted in a detailed analysis of the hurdles faced by Malta and its tourism operators in this sector. This analysis is contextualised within broader international industry trends and is enriched by consultation with more than 29 industry stakeholders, leading to a series of recommendations and key performance indicators geared at revitalising the Maltese tourism sector in a post COVID-19 future.
Amongst its flagship recommendations, The Chamber is re-proposing lower VAT on all tourist services to 7%, unless the product or service being offered is already VAT exempt. Incremental income from VAT reduction should be diverted towards improvement in salaries.
This Vision proposes a new focus on unique and varied events which are true to the local identity, a proposal which forms part of a broader approach to strengthen the Maltese tourism brand as well as the specific marketing of destinations such as Gozo and Valletta in their own right.
Furthermore, The Chamber proposes carrying out a sectoral review to measure tourism operators’ digital readiness to identify all opportunities for digital transformation and include opportunities for funding.
President Ms Marisa Xuereb said, “The Malta Chamber recognises the vital importance of Tourism as a pillar of the Maltese Economy, and we believe that this document is the blueprint to strengthening and future-proofing this sector for decades to come.”
In his remarks, the Chair of the Tourism Business Section, Mr Alan Arrigo said, “We’ve placed sustainable growth in the epicentre of our Vision. One that is built on improving customer journey, encouraging authentic quality customer experiences and building on our capabilities to make Malta a destination of choice.”