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.
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.
In doing so, 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
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.
The restructuring of current licensing regimes are to reflect new accommodation concepts and quality standards that match target clientele. The Chamber believes that hotel star classifications need to be revisited.
Moreover, The Chamber believes connectivity is key to ensuring that Malta remains accessible and therefore, advocates for enhanced route development, including pushing for our national airline to hold key city airports while low-cost airlines retain their foothold in regional airports.
Click here to download the full document.