© JURGEN SCHICLUNA

New head, Big shoulders

Two months on and MTA CEO Josef Formosa Gauci is still smiling and relishing his ‘interesting’ new role. With a history heading up the MHRA and a business pedigree, Mr Formosa Gauci is a formidable character with the courage of his convictions and more importantly, a sense of humour.

“Having been in the industry for the past years, I appreciate the environment from the hotel management and association side and of course have had a lot of dealings with the MTA and great experience in lobbying the government,” comments the CEO. “So whilst I was experienced in the tourism space, the reality of the MTA is enormous, its achievements are critical to the success of the economy of the country.

“The general public are the stakeholders in the business of Malta and we are all responsible for selling this product. Whether it is reporting news sensitively and responsibly, giving a tourist directions, delivering a good service in an establishment, or keeping our environment in a safe and tidy manner, we as individuals, must take responsibility.

This past week gave a very good indication of what the principal tourism stakeholders are capable of, with regards to co-operation and presenting a united front, especially when the chips are down.  Whilst the transport strike was in full swing, MTA and MIA officials, together with representatives from the MHRA and other associations, were at the airport around the clock seeing to the needs of the five to six thousand passengers arriving in Malta on a daily basis.  Arrangements were continuously being made for those people with no transport booked whilst, in many cases, MTA and MIA officials were shuttling visitors to the four corners of the island in their own cars 24/7. The Parliamentary Secretary for Tourism, Dr.Mario de Marco, was also on site for most of the time and was instrumental in smoothing out matters with the picketing taxi drivers, co-ordinating efforts with the police force on an ongoing basis and, together with MTA and MIA officials, ensuring that the flow of UBS coaches, minivans and 'black' taxis remained constant and unimpeded. "Apart from the fantastic esprit de corps that was created between all of us involved in the thick of it, this unsavoury business did have a distinct silver lining in that it showed very clearly that when there is strong co-operation between the industry stakeholders, no hurdle is insurmountable.  Albeit the transport strike could very well have paralysed one of the most important pillars of the local tourism industry and created unimaginable problems, for all intents and purposes this was as close to 'business as usual' as anyone could have possibly hoped for".  Visitors who were forewarned about the strike and who were bracing themselves to encounter a disastrous situation of biblical proportions were completely flabbergasted at the smooth way in which transfers were proceeding.  An Irish couple honeymooning in Malta, who were immediately whisked off to their hotel upon arrival by an MTA official (at no charge, of course) were prompt to comment that "When it comes to hospitality, you people really put your money where your mouth is!".  Although the incidents of the past few days brought out the worst in a few misguided individuals, it also brought out the best in many thousands of us, who willingly went that 'extra mile' in order to ease the plight of those tourists stranded all over the place.

The MTA does a good job at marketing Malta and the figures prove this. Even with the external factors of the world economy and carbon consciousness, incoming passengers have steadily grown month on month.

The media and the public should acknowledge this fact and we must continue to work together to maintain our position and give a positive perception of Malta. Criticism is welcome when it is justified and the MTA and other government agencies must respond swiftly and address issues effectively. In fact a Task Force has been put together with representation including the parliamentary secretary, police, MHRA, GRTU, St Pauls RHA and the MRR to respond to issues that are reported.

I asked Mr Formosa Gauci what the biggest opportunities were facing Malta at this stage and what else was on the horizon.

“The product (Malta) has an abundance of events, sights and culture. The fact that our size means visitors can easily enjoy a mix of what’s on offer must be seen as a benefit and not a threat. Many resorts rely on their beaches and these are typically away from anything else of interest. An added incentive to come here is the hospitality of the Maltese and that it is a very safe destination on many levels.

We have employed the task force, formed a committee to address issues that can be effected by other bodies and have projects underway that with the recent EU funding, can commence. These include the sandy beach development at Qawra, some renovations around Sliema and restoration of the bastions.

We also have to concentrate of the ‘soft side’, the human aspect of the industry. Here we are investing heavily in training for staff in the industry, furthering the MERHBA scheme and of course the Choice Awards, which ensure those not directly involved in tourism are rewarded and recognised for their efforts. But we are going further than this. There are some TV ads seen by the general public and as tourism is an intrinsic part of all of our lives, there are plans to introduce MERHBA into the national curriculum and this will be supported by a special publication which is aimed at children, educating them in an interactive and fun way about our heritage and what there is on offer in Malta and Gozo.”

Other publications including the monthly EVENTS mini guide are distributed via outlets at tourist information offices at the airport and city gate, at the VISET terminal, and through all hotels. 25,000 of these booklets are distributed each month.

These booklets show what’s on and are helping to turn the tide on the perception of Malta as a bucket and spade / older generation’s destination to that of a ‘happening’ island which has something for everyone in every age and social bracket. Just look at the last month – we had P1 powerboats, Isle of MTV, Joseph Calleja and the Arts Festival. Low cost airlines are having an impact on people being able to come for shorter periods of time, but the tourists that are arriving on these flights are not low cost tourists. They are spending more in our hotels, shops etc., and are able to take advantage of such events which are being marketed as part of the package.

“Gozo has also seen an increase in overnight stays – people looking for a slower holiday, tranquillity and an authentic experience are renting farmhouses and enjoying local traditions and an easier way of life. We are also looking to promote certain villages in Malta, to expand the availability of this offering to Lija, Balzan and Attard for example.”

Tourism globally is slowing down simultaneously with the world’s economic situation, and together with the rising price of oil, the Euro exchange rate also affects holiday makers. The wave has to be ridden and the MTA is committed to continually market Malta and not take the typical season for granted, whilst looking to promote activities in the so called shoulder months. I think Mr Formosa Gauci has his head firmly on his shoulders and his feet firmly under that CEOs desk for some time to come.