Reaction to Government’s Tourism Recovery Plan

Reaction of the Malta Hotels & Restaurants Association (MHRA)

The Malta Hotels and Restaurants Association (MHRA) is satisfied with the ‘Tourism Recovery Plan’ as announced by the Hon Clayton Bartolo, Minister of Tourism and Consumer Protection following extensive consultation with our members.

MHRA President Tony Zahra states that, “This has been a catastrophic year for everyone in our industry, but we do believe that tourism can, and will, recover from this pandemic. Recent news about the results being marked from restrictive public measures and efforts to inoculate Malta’s population to control the spread of COVID-19 cases is really positive and gives us hope for tourism recovery in 2021.”

MHRA believes that as international travel begins to restart, keeping Malta front and centre in consumers’ minds will be critical. Every destination across the globe has experienced the impact of Covid and will be seeking their share of the recovery. Now is the right time for Malta to punch through the noise and create an immediate desire to visit. Flexibility, above all, will be key.

MHRA appeals to everyone to continue being responsible so that numbers are kept constant and accordingly the health system can continue to give the best possible care for those who contract the virus.

From an economic perspective these results are also important for the tourism sector which currently is struggling. Mr Zahra asserts that, “the sooner we manage to control the COVID-19 spread, the sooner we can relaunch our businesses, which cannot afford to remain closed for the sake of their investors, employees and patrons.”

In this context, MHRA also commends the efforts by Government in presenting a €20 million investment aid package which will be provided to different stakeholders and distributed through different aid-packages, whilst also extending a series of measures aimed to improve business liquidity and accordingly encourage the retention of employees.

Reaction of the Association of Catering Establishments (ACE)

The Association of Catering Establishment (ACE) welcomes the Tourism Recovery Plan launched by the Hon Minister Mr Clayton Bartolo.

The plan brings with it various measures after wide consultation with the various stakeholders. An important element within the plan is that it tries to integrate with the long term strategy in order not to disrupt the long term plan.  Indeed, the Tourism Recovery plan looks into important new niches for Malta such as the sports tourism possibly focusing on individual sports tourism. The exploring of niche markets potential for Malta is key to the long term tourism plan. ACE encourages Government on this and is strongly collaborating with the Ministry on various fronts.

Another significant element of the Plan is also the launching of various schemes which will assist the industry to kick start in the short term period. ACE encourages the Ministry to implement such schemes as early as possible in order for the industry to prepare itself. Tied to these schemes and to the reopening of Restaurants one calls on the Ministry for Economy to launch the Vouchers Schemes in order to immediately boost the economy and consequently encourage entrepreneurs to start reinvesting. Tourists visiting Malta want to experience a country which is alive and consequently the launching of Vouchers pre 1 June could be part of the experience that the Recovery Plan aims for.

The advertising campaign with a significant budget of Eur20 million shall be unprecedentedly focused in line with the main focus to attract persons from the connected countries. In this context, the budget must be used flexibly in order to support the airlines that are supporting Malta. ACE augurs that Airmalta and MaltaAir  will mostly benefit from the advertising strategy in order to to turnaround their and the country’s financial and economic situation whilst it encourages the  other airlines to target Malta too.

The message chosen by the Tourism Recovery Plan for the branding and advertising campaign that is “Feel Free Again” is possibly the most appropriate one to stimulate people desire in going for holiday in a safe country like Malta. It is in this context that there are specific conditions that need to be observed if you are to travel to Malta. These conditions will give a sense of safety and will also protect the Maltese population.

ACE congratulates the Minister for Tourism and the Malta Tourism Authority for the launch of the plan and augurs all a successful timely implementation of said Tourism Recovery Plan.

Reaction of the Federated Association of Travel & Tourism Agents (FATTA)

Travel and tourism agents laud the launch of the Tourism Recovery Plan as announced by the Minister Clayton Bartolo.

FATTA firmly endorses the decision to reactivate tourism gradually from next June with a plan drawn up in consultation with the Public Health Authorities and welcomes the commitment by Government and the Malta Tourism Authority to invest €20 million in aid and direct commitment to support businesses operating in the local tourism sector. The investment is critical as Malta is expected to be competing fiercely with other destinations for meaningful recovery over the coming summer.

The Association also notes with great satisfaction the news that eighteen airlines will be operating to and from Malta this summer, including four operating for the first time – a testimony to the significant and tireless efforts of the teams at the MTA and Malta International Airport.

FATTA joins the call for everyone to be vigilant, sensible and responsible by complying at all times with the regulations and guidance issued by the Public Health Authorities and as may be updated from time to time, in order to control and limit the spread of COVID-19 as this is critical for the reactivation plan to succeed.

Reaction of the Airline Pilots Association Malta (ALPA)

The Airline Pilots Association – Malta welcomes the Government’s announcement of the Tourism Recovery Plan, since it shows that Malta is ready, able and willing to start the road to recovery.

ALPA Malta takes due note of the cautiousness and diligence with which this recovery plan is being approached, as far as free independent travellers as opposed to mass tourism strategies are concerned. Coupled with the ongoing advice from Public Health Authorities, these strategies add security and peace of mind not only to the European tourist who may be eyeing his first destination after the pandemic, but also to the local operators and stakeholders in the industry.

ALPA Malta is aware of the fact that all airline pilots in Malta will be key players in such a strategy which is set to help both the aviation industry and the Maltese economy. Indeed, it shares the responsibility and the required positive disposition for such a vital recovery plan being spearheaded by the Government, as rightly so, the success of this plan depends on each and every one of us.