Originally, tourism was the realm of the privileged few who travelled infrequently has now grown not only to encompass hundreds of millions of people who travel annually, but has also expanded in terms of frequency of travel and reasons to travel for the individuals concerned.

In an increasingly globalised world, the existence of a worldwide calendar of events means that travellers are increasingly willing to roam around the world to participate in cultural, sports, music, festivals and other events. Destinations need to plug into this area which is forecast to grow rapidly in coming years.

The Malta Travel and Tourism Act
To make provision for the promotion of tourism, for the regulation of tourism services and operations, for the establishment of an authority with powers to that effect and for matters connected therewith or ancillary thereto.

The tourism economy has been heavily hit by the coronavirus (COVID-19) pandemic, and measures introduced to contain its spread. Depending on the duration of the crisis, revised scenarios indicate that the potential shock could range between a 60-80% decline in the international tourism economy in 2020. Beyond immediate measures to support the tourism sector, countries are also shifting to develop recovery measures. These include considerations on lifting travel restrictions, restoring traveller confidence and rethinking the tourism sector for the future.

Malta’s Tourism Strategy for the years 2021 - 2030 is being published following a drafting and consultation phase during a time which has been profoundly impacted by the chaos, turmoil and uncertainty which the global COVID-19 pandemic has wrought on the world’s economies in general and tourism activity in particular. This strategy is built around the three principles of Recover, Rethink and Revitalise.

The publication of this Strategy comes at an important juncture of Malta’s economic development and the Maltese Tourism Industry’s evolution. It comes at a point in time where sustainable approaches to doing business, the need to balance economic growth with social and environmental wellbeing, the recognition of climate change impacts and the need to shift to net zero emissions rub shoulders with the need to recover tourism activity, the multiple challenges faced by the industry in terms of receptive capacity, human resource availability, the quest for a higher quality offer, the investment and maintenance needs of the Tourism Product and the competitive pressures of a globalised industry.

This is a Tourism Strategy in which Recovery is conditioned by the dual principles of Rethinking and Revitalising. Thus, it is not merely a plan to return to the tourism activity prevailing pre-COVID-19 but one in which we strive to work towards a Tourism Industry which is stronger, more competitive and better equipped to handle the challenges of the next decade.

A Strategy such as this will not succeed if it is to be executed and implemented by Government alone. It is a Strategy for the entire Tourism Industry and all the ancillary sectors related to tourism. It will only prove successful if it attracts the widespread stakeholder acceptance that is necessary for it to succeed.

This is a Plan in which each individual Strategy is defined by a clear Rationale, Objective, Goals and Actions to ensure that deliverables do not remain nebulous but measurable and benchmarkable. It is by far the most ambitious document of its type produced for the Maltese Tourism Industry to date.

Government has shown continuous belief and commitment towards the Maltese Tourism Industry and this document provides further proof of the importance attached to this major sector of economic activity by setting the steps for its revitalisation and future-proofing for the rest of the decade. In this way, we can ensure that Tourism continues to contribute to a higher quality of life for Malta’s inhabitants in the years to come.

Hon Clayton Bartolo
Minister for Tourism and Consumer Protection