Government to target niche tourism

Tourism Minister Karmenu Vella said that the government was now planning to use niche tourism as an attraction for visitors to the island and expressed his satisfaction that the tourism sector is continuing to 'break records' with regard to inbound tourists, 

"Medical tourism has already started in the field of dentistry but we are also analysing niches such as fashion and religion to attract tourists," he said.

Vella said that the increase of 10% in Malta's inbound tourism last year on the previous year was double that of the EU average, with an increase in the shoulder months of October (up 13%), November (up 14.5%) and  February (up 9%) serving as a significant contribution.

"We are making a big effort to increase our performances during the winter months as we believe there is the potential for a year-round operation in Malta," he said, stressing that such an operation had to be profitable.

Citing the fact that a large part of Malta's economic growth was dependent on the tourism sector with 20,000 personnel currently employed in tourism-related work, Vella said that attracting tourists during the winter months will provide much more work for the industry, benefitting hoteliers, restaurant-owners, airlines and even souvenir shop owners.

He said that between 2008 and 2012, nearly 500 jobs were lost in the sector but more than 400 had been up during the period of January to September of 3013.

"It was very important to stop the downward trend but it also crucial that we place on emphasis on the quality of work over the quantity," he said.

Vella said that Malta had received numerous awards in recent months, amongst which it was voted as the third best diving destination in Europe by the United Kingdom and the best island resort award from Russia, whilst Gozo won a Travelers Choice award on Trip-advisor.

"These are far from personal accolades," he said. "They are results achieved by all the hard work people associated to the industry are carrying out."

Vella did say, though, that Malta needed to do a better job of marketing its heritage sites. It transpired recently that so-called tourist-attractions such as Malta's prehistoric temples were rarely being visited by tourists.

"In Malta, it seems as if we have a lot of fossilized culture which needs to applied," he said. "Other countries may have less to offer but they market it better and attract tourists nonetheless," he said.