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 it 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 Euro 20 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 turnaround their and the country financial and economic situation whilst it encourages 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 in the launch of the plan and augurs all a successful timely implementation of the said Tourism Recovery Plan.