NEWS | Wednesday, 23 April 2008

Can Malta take the heat?

Kevin Drake

The MTA outlines its clear stance on a Deutsche Bank report that mentions Maltese tourism as the worst affected by global warming.

The Deutsche Bank (DB) report is an interesting document that definitely raises a number of concerns with regards to the prevailing climactic trends, and how these are influencing what is commonly referred to as global warming. The report also makes a number of assumptions on how this trend, with all things remaining equal, would affect the global tourism industry in approximately 22 years. But therein is where certain problems lie. It is a well known fact, especially in recent years, that when we discuss the tourism trade, it is anathema to assume that ‘all things remain equal’, let alone over such a relatively long period of time. Those of us operating within the industry have come to realise that patterns, trends and preferences are changing drastically over periods of a few months, let alone over a couple of decades. The DB report itself admits that “the travel behaviour of many consumers has changed considerably”. It is reasonable to envisage that these changes will continue to come about in the forthcoming years, in which direction, though, could be anybody’s guess. Notwithstanding how well researched they are, however, ‘predictions’ of this nature are based on a huge number of variables which, as the very word implies, are prone to change and any number of extenuating circumstances and influences. The report itself also admits to the fact that, in all probability, “a variety of non-climate factors” will directly influence the tourism industry in the years ahead. Although the scientific aspect of the report referring to climate change echoes a number of similar findings that have been published in recent times, the way in which the report estimates that global tourism industry could be affected by this change reveals a few assumptions that need questioning, especially when shifting from the general to the more specific aspects of particular countries’ tourism offer idiosyncracies.
Take Malta, for example. Although the logic of the arguments presented holds true: If the world is warming up, then the areas within or bordering the Mediterranean would naturally be warmer than now and warmer those regions further north, other assumptions related to the tourism industry need to be qualified. From what one garners when reading the report, Malta appears to be put on a par with a number of Mediterranean destinations renowned primarily for their ‘Sun and Sea’ offer. The assumption is made that Malta is also, first and foremost, a ‘sun and sea’ destination. This reveals, amongst other things, certain misconceptions about Malta and our tourism offer, also evident elsewhere in the report. That is why, one assumes, everything needs to be considered in its proper perspective. Although a number of intriguing projections are made in this report, the in-depth knowledge of Malta and our tourism industry leaves a little to be desired. Apart from the assumption that we are a “sun & Sea” destination, the most glaring inaccuracy is where the report states that Malta will face a greater water shortage than we are already facing (?!), especially since we are already being regularly supplied by water tankers! Really? That must come as news to most all of us.
Successive Maltese governments, as well as the NTOM, followed by the MTA, have striven to diversify Malta’s tourism offer over the years. This has been done mainly to reduce seasonality dependency, as well as to make the destination more appealing to an ever-growing number of discerning travellers who look for much more than beaches and warm weather. In this regard we have been successful. In more recent times our overseas marketing has broadened out much further in an effort to promote the many aspects of the Maltese islands that make us stand out as a unique destination: Our heritage and culture; Gozo as a distinct island destination; Health, wellness and Spa; The Conferences and Incentives segment; Sport; English language learning; Gastronomy; Events; Cruise lining and much, much more. It is also an incontrovertible fact that many more people are tending to visit Malta and Gozo for any or all of the unique attractions that make up our product offer ‘mix’ (as mentioned previously), rather than simply for days at the beach, in the sun.
The DB report points out that the negative effects of global warming would not damage France or Italy’s tourism trade in any significant way, since these two destinations have got much more than just the climate going for them: “France’s variety has a positive effect...”. That is also precisely what we are attempting to bring about for Malta’s tourism industry: A product offer diversity that is strong enough to compensate for any one particular segment’s facing problems or falling out of favour and loss of appeal. The report also states that “culturally motivated tourism may continue to be only slightly affected by climate change”. If in Malta and Gozo we have anything going for us, 24/7, 365 days a year, it’s our heritage and culture, unique and distinct. They are probably amongst our strongest selling points and the principal pillars of our product offer. All our marketing efforts, and the image we choose to portray of Malta overseas, focus on the three core values of: Heritage, Hospitality and Diversity. If the Deutsche Bank report is anything to go by... we’re evidently on the right track.
The report also refers to the possible future propensity of travellers in Europe (our core markets) for short-haul travel over long-haul, contrary to current trends. This preference, according to the report, may come about due to ever spiralling fuel costs and possible future restrictions on harmful emissions wrought by all modes of transport.
This scenario too could possibly favour destinations such as Malta, still considered to be a short-haul destination in Europe. Another ‘prediction’ to keep in mind is the one that refers to the growth of the international tourism trade in the years to come: “It is undoubted that the tourism industry will continue to be a growth sector, despite the challenges of climate change”. Tourism, according to the DB report, will still continue to thrive, and travellers in Europe, which accounts for the lion’s share of our source markets, will probably opt for short-haul destinations over long-haul. Moreover, destinations with a good product-offer mix, heavy on culture and other ‘niche’ offerings, are liable not to be affected negatively. If these ‘findings’ prove to be true... Malta’s tourism industry in 2030 should be, by deduction, in a relatively strong position to cope with the challenges ahead and remain sustainable.
2030, however, is a long way off, and there are a huge number of variables that could very well change the course of tourism trends internationally. As the MTA, on the other hand, we shall always remain vigilant of forecast changes in patterns and trends, and give due weight to any and all such reports that provide certain educated guesses on possible future scenarios in the industry. We already seem to be on the right track in our efforts to diversify our product offer and focus on certain strengths we possess. These strengths also appear to be more resistant to the volatile nature of tourism industry upheavals.

Kevin Drake is PR and Communications Director of the Malta Tourism Authority