HORECA Speaks: Michelle Muscat

Michelle Muscat: President of the Association of Catering Establishments

Q: What is the major issue that we are facing locally in the tourism sector to date?
A: As the President of the Association of Catering Establishments (ACE), it's clear that one of the most significant issues we face is the lack of quality tourism.

While Malta has succeeded in attracting a large volume of visitors, the quality of these tourists has not matched the expectations of our hospitality sector. Many tourists coming to our islands are not high spenders and tend to gravitate toward free or low-cost activities, rather than indulging in the finer aspects of our local cuisine and hospitality.

This misalignment between the tourists we attract and the premium services we aim to provide is creating a challenging environment for local businesses.


Q: What solutions can be made to improve the standards on the islands of Malta and Gozo?
A: To address this, there needs to be a comprehensive reform of our tourism strategy, with a strong emphasis on creating and enforcing standards across the board.

We have over 4,000 catering establishments on the islands, but without a proper classification system, it's impossible to ensure that each one meets a certain level of quality that discerning tourists expect.

We need to introduce a rigorous classification system for restaurants and other hospitality services, coupled with regular inspections to ensure these standards are maintained.

This will help elevate the overall experience for visitors, making Malta and Gozo more attractive to higher-spending tourists who seek luxury and excellence.


Q: What is the business reality for restaurants locally?
What external impacts need to improve?
A: The reality for restaurants in Malta today is that many struggle to maintain high standards due to the lack of quality tourists.

As the owner of La Vela Ristorante, I've seen firsthand the importance of offering a consistently high level of service and quality. Our success comes from a loyal client base that appreciates and expects a certain standard.

However, this is not the norm across the islands. External factors such as pristine streets, catered services, knowledgeable staff, and fresh produce are crucial in creating an environment where quality can thrive.

Without these, even the best restaurants will struggle to attract and retain high-caliber clientele.

It is imperative that we not only set standards but also prioritize their maintenance to ensure that Malta can truly offer the luxury experience that will draw in quality tourists.