According to Malta Tourism Minister Edward Zammit Lewis, effort is needed to elevate Malta’s reputation as an affordable key holiday destination to attract more travellers. Along with Corinthia Group Chairman Alfred Pisani in the Business Insider conference, Malta is a unique Mediterranean destination.
He said Malta should have better rates should its quality improve.
“If we believe in our capability and maintain values in what we do, we will eventually and slowly improve,” he said.
Pisani said that Malta’s move to high-end tourism was possible if a change in enforcement and high-end establishments come to fruition.
“Many owners of entertainment establishments are now shifting to investments in accommodation and as such, cleaning up the area would be in their interest.”
He was also pretty confident that Malta had no troubles with its economy or development, but he sees that there is room to grow for tourism improvement. Lewis believes the country hasn’t reached its full potential during the summer months with just a 2% growth capacity.
Lewis also encouraged increasing the number of tourists outside Malta. Currently it only has 12% accounted for. He pointed out the government is trying to secure a direct flight deal with China. However, Malta President For Tourism Hospitality and Leisure Philip Fenech said culture must be improved else the quality of tourism in Malta, and tourists, can suffer.