SEGMENT REMAINS LARGELY UNTAPPED, IT IS ONE THAT RESPECTIVE TOURISM STAKEHOLDERS ARE KEEN ON FURTHER DEVELOPING.
According to Malta’s National Statistics Office, the country welcomed 1.8 million visitors in 2015, up 5.4 percent over 2014, marking the sixth consecutive year of growth.
More prominent is the significant increase registered in the destination’s cruising sector with traffic, transit and landed, having reached 600,156 individuals in 2015, signalling a 27.3 year-on-year surge.
As Carlo Micallef, chief marketing officer, Malta Tourism Authority (MTA), noted, 75.8 percent of total cruise arrivals derived from European Union members with Germany, Italy and France posting the highest figures with 124,285, 111,535 and 72,896 passengers, respectively.
Speaking exclusively of the island of Gozo, Esther Bajada, director of tourism and economic development, Ministry for Gozo, pinpointed that the destination received 2,226 cruise holiday-makers in 2015, indicating an impressive 325 percent rise over 2014.
As Bajada highlighted, Malta’s sister island is perceived as an attractive destination on its own for the particular segment due to its rural nature and historical attractions that are all located in close proximity to one another, which is considered ideal for touring visitors.
“Gozo in particular has a different perspective in terms of nature, diving and extensive cultural heritage,” concurred Massimo Bonafaccia, director of sales and marketing, Kempinski Hotel San Lawrenz.
“Gozo is a popular daily destination with tourists coming for a day visit from the main island but also a destination on its own for extensive vacations,” he added.
With surging arrivals clearly having a positive effect on the national economy, the development of the sector continues to pay rich dividends for the country.
FORGING AHEAD
“The impact of cruise tourism, however, extends beyond what cruise tourists spend while on shore in Malta and Gozo. The few hours spent [here] are the best opportunity to showcase what our islands offer,” highlighted Micallef.
Although the MENA region does not pose as a significant market yet, the tourism body is keen on opening up new opportunities.
The many initiatives MTA undertakes include the continuous collaboration with the country’s cruise stakeholders, plans to set up Malta Cruise Council, and endeavours aimed at showcasing the destination’s appeal to global audiences.
Despite the government’s and MTA’s worldwide public relations and marketing activities over the past years, the destination still remains a hidden gem.
“Cruise tourism is an opportunity to showcase highlights of the Maltese Islands to those who visit [us] for a few hours.
In Malta’s case, a large majority of those who visit on a cruise say that their stay largely exceeded their formerly uninformed expectations and often return to our islands for a longer holiday within two or three years of first visiting on a cruise.
This is certainly the case for travellers coming from the MENA region where Malta is a new destination that is yet to be discovered by many. Cruise tourism can be a most important vehicle for MENA tourists to discover the hidden treasures on the Maltese Islands at the heart of the Mediterranean,” stressed Micallef.
In agreement, Vincent Degiorgio, director, db Hotels + Resorts, stated, “It is a well-known fact that cruise passengers who are impressed by their whirlwind visit, tend to return by airplane and stay longer.”
Similarly, Bajada posited that the objective of cruise tourism is for visitors to savour Gozo’s attractiveness, thus, placing it on the map as a highly preferred future holiday destination.
The ministry has adopted a two-pronged strategy consisting of improving facilities for cruise lines and developing tourist attractions.
“The cruise industry in the Maltese Islands can only grow if we continue to provide a consistently superior level of service and create added value through collaboration with all local partners,” commented Stephen Xuereb, CEO, Valletta Cruise Port, stressing the importance of constant efforts to enhance offerings.
Xuereb further noted that the port has developed a mutual and beneficial cooperation with MTA, Malta International Airport as well as local industry professionals, ensuring an efficient homeport operation.
Echoing notions pertaining to the ongoing efforts, Martin Lister, planning manager, Fred. Olsen Cruise Lines, suggested, “[...]
As with any existing, established cruise destination, Malta needs to be mindful of the need to provide new and unique attractions, in order to be able to refresh itself and to appeal to both repeat and new cruise customers.
Without new attractions, repeat guests could opt to cruise to a different area, as they have already experienced all that Malta has to offer, which would lead to a decrease in satisfaction ratings and a possible reduction in cruise calls.”
Edward Gauci, director, Hotel Argento, argued that in order for the destination to lure a higher number of Middle Eastern guests, it has to invest more in diversifying services, expand the transportation network and enhance the touring and excursion business to attract a more varied clientele.
