11 - 17 May 2000

Six core strategies for Malta Tourism Authority

by Anthony Manduca

The Malta Tourism Authority Strategic Plan 2000 - 2002, published this week, contains six corporate strategies to be used by the authority to upgrade Malta's tourism product. The first strategy is to deliver value and customer satisfaction to tourists by upgrading the product, environment and quality of service. The MTA said it was committed to improving the linkage between tourism and the quality and availability of the offer - both product and

service.

"MTA will use its regulatory and representative ability to strongly influence third parties who have a direct relationship with product and service. It will assess and alert the industry and government to potential problems.

"It will undertake relevant research projects to assess customer response to price, value for money, product quality and product availability and take action based on its findings," the plan says.

The MTA also says that it intends to establish new tourist information offices.

The second strategy is to implement programmes to exploit Malta's unique value proposition. The MTA says it will identify the key components of the Maltese product and exploit them through specific programmes addressing both their presentation and promotion. "MTA believes that it is the combination of product components which makes Malta's offer unique, rather than any one particular resort. Given that the whole country is the tourist offer, MTA will strengthen and promote a holistic image of Malta," it says.

The MTA says that it recognises the key contribution of Malta's cultural heritage and it will drive and support initiatives aimed at conserving, promoting and presenting these assets.

The third strategy is to diversify markets and to improve seasonality and value. "MTA will target niche markets in the off-peak months to better spread and increase tourist flows throughout the year, thereby increasing earnings and tourism's contribution to the Maltese economy. MTA will undertake programmes to increase visibility on the international market," it says. The MTA also says it will review the current stage of development of various niche markets and identify segments to be actively targeted on the basis of potential market trends anticipating consumer demand.

The fourth strategy is to provide information for decision-making. MTA's research programmes are to be upgraded to ensure that users' requirements are met. "MTA must be a leader in the field of tourism research, analysis and planning. It will focus its research efforts on understanding source markets, the Malta product, the industry's human resource requirements, the contribution of tourism to Malta's economy, policy implications and strategic planning," it says.

The fifth strategy is to regulate the industry on the basis of defined standards. "MTA will set physical and service standards. Furthermore, it will license, regulate and monitor tourism service providers accordingly. It will take measures to ensure that establishments meet quality standards. MTA will regulate the industry in line with government's national tourism policy," it says.

The plan says that for Malta to be in a position to deliver value and compete internationally, it has to measure performance against a yardstick of clear industry standards and seek to ensure that standards are met.

The sixth strategy is to build alliances with stakeholders. "MTA will seek to establish effective communications networks, create mutually beneficial partnerships and maintain regular interface with all stakeholders," its says, including government ministries, public bodies and the private sector.

In his introduction to the plan, MTA chairman John Grech says; "We want to focus on making a visit to Malta a worthwhile experience that delivers the promised value to the visitor in a profitable industry and in an economically and socially sustainable manner for our islands and the Maltese community."