Institute for Tourism, Travel & Culture

TRS3321: TOURISM POLICY &

PLANNING
Individual Assignment
Elena Kirova: 1001695
Assignment topic: Critically discuss the salient objectives of the Tourism Policy For The Maltese
Islands 2007-2011and clearly state whether, in your opinion, these objectives were reached and
how. In addition, analyse critically and discuss the current Tourism Policy For The Maltese Islands
2012-2016and compare it to previous Tourism Policy (2007-2011) and with the Tourism Policy of any
other country or destination.
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Contents:
List of Figures..........................................................................................................................................1
1. Introduction....................................................................................................................................2
2. The Salient Objectives of the Tourism Policy for the Maltese Islands 2007-2011.........................3
3. The National Strategy for Sustainable Development of Tourism in Bulgaria 2009-2013...............5
4. Tourism Policy for the Maltese Islands 2012-2016.................................................................7
5. Comparison of the Policies.............................................................................................................8
5.1 SMART...........................................................................................................................................8
5.2 General Comparison.............................................................................................................10
6. Conclusion.....................................................................................................................................10
7. References....................................................................................................................................11
List of Figures
Figure 1: Objectives of the Tourism Policy for the Maltese Islands 2007- 2011....................................3
Figure 2: Arrivals 2006 & 2011................................................................................................................4
Figure 3: Main and Strategic objectives of the National Strategy for Sustainable Development of
Tourism in Bulgaria 2009-2013...............................................................................................................6
Figure 4: 2012- 2016 Tourism Policy Objectives.....................................................................................7
Figure 5: SMART Objectives....................................................................................................................8
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1. Introduction
Tourism policy has been defined as set of regulations, rules, guidelines, directives, and
development/promotion objectives and strategies that provide a framework within which the
collective and individual decisions directly affecting long-term tourism development and the daily
activities within a destination are taken(Goeldner & Ritchie, 2009).National tourism policy has the
ability to influence number of key areas in order to contribute for the development of a destination.
Infact Goeldner and Ritchie have listed fifteen areas:
1) The roles of tourism within the overall socio-economic development of the destination
region
2) The type of destination that will most effectively fulfil the desired roles
3) Taxation types and levels
4) Financing for the tourism sector sources and terms
5) The nature and direction of the product development and maintenance
6) Transportation access and infrastructure
7) Regulatory practices
8) Environmental practices and restrictions
9) Industry image, credibility
10) Community relationships
11) Human resources and labour supply
12) Union and labour legislation
13) Technologies
14) Marketing practices
15) Foreign travel rules
Generally, it would be true to say that tourism policy is incorporating in itself vast number expertise
areas and is from utmost importance for destinations competitive and sustainabletourism
prosperity. This assignment would analyse and compare the salient objectives of three tourism
policies, namely: 1) TourismPolicy for the Maltese Islands 2007-2011 2) National Strategy for
Sustainable Development of Tourism in Bulgaria 2009-2013 3)Tourism Policy for the Maltese Islands
2012-2016. The policies would be presented in a pattern according the years of implementation in
order to ease comparison and discussion.
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2. The Salient Objectives of the Tourism Policy for the Maltese
Islands 2007-2011
The tourism policy for the Maltese Islands 2007- 2011 outlines 11 objectives listed in Figure 1below.
It should be noted that the objectives are constructed in interlinked manner, meaning that the
success of one would lead to achievement in other.
Source: Adopted from the Tourism Policy for the Maltese Islands 2007 2011
The objective to manage tourism in Malta and Gozo in a sustainably could be considered as a
foundation objective for the policy. It is from critical importance for the Maltese islands to preserve
its resources since tourism is one of the mainindustriesthat significantly contribute to the national
economy. As a result, the maintenance and conservation of the environmental and socio-cultural
Figure 1: Objectives of the Tourism Policy for the Maltese Islands 2007- 2011
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resources would be achieved and quality improved,this would lead to greater value added to the
overall tourism product.
Reducing seasonality has been identified as important activity since spreading the distribution of
tourists across the whole year rather than only in the few central months would undoubtedly cause
in creating new jobs and attractions as well as better sustention of the already existing ones.
Spreading tourist arrivals across all seasons theoretically eases the concentrated pressure put on the
resourcesand enablesbetter tourism management systems.
Increasing accessibility to and from Malta is one of the most important objectives yet it is highly
controversial. While it is true that the introduction of low cost airlines has contributed to the
increasing numbers of tourists, it has also affected the national airline causing lost some of its routes
to the low cost carriers. Additionally since the policy outlines that Malta is to follow the sustainable
path bringing more tourists is would be beneficial in the long run if only the flows are managed to
spread the arrivals across the whole year, rather than opening new routs during the summer
months.
Maltas membership in the European Union have played major role in improving the quality of the
tourism product in terms of natural environment that could be seen through the increasing numbers
of blue flag beachesas well as attracting new markets.
Normally, some objectives were given priority to others and hence were more successful. Increasing
demand seems to be the main priority of this policy and it was in fact successful. According to the
national statistical office between 2006(the year before the policy) and 2011 (the last year of the
policy)the number of visitors have raised from 1.1 million to 1.4 million, the number of nights from
10.6 million to 11.6 million and the tourism expenditure from 998 million to 1.24 billion. Figure 2
below presents that there was a general yearly increase of tourist arrivals from 2006 to 2011,
however, significant increase could be observed in the holder months March- May and September-
October.
Figure 2: Arrivals 2006 & 2011
Source: Tourism Policy
for the Maltese
Islands2007-2011:An
Objective Evaluation;
Cutajar 2012.
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Two important patterns have emerged from this policy is the changing profile of the tourists and
Maltas image of solely summer destination. After the policy period (2007 -2011) Malta has become
a destination with potential to offer product suitable for different segments. Additionally due to the
European Union membership, the low cost airlines and marketing strategies the industry has
decreased its dependence on the British market and increase the Italian and Spanish markets.
Furthermore Malta have startedto develop its niche markets in order to diversify and add on value
to the tourism offering thus generate greater income from those lucrative markets namely, the
English language learning market, MICE and diving market.
However, the policy has been implemented in the period of global economic crisis that very likely
have constrained the achievement of some goalsthe overall aims have been reached. Nevertheless,
it is critical to further develop the already reached objectives and improve targets, as well as put
greater focus on the ones that werent that successful. Later in this assignment we shall see how the
following tourism policyof Maltahas continuing the development of those objectivesby stressing on
important emerging patterns andimproving the past objective.
3. The National Strategy for Sustainable Development of Tourism
in Bulgaria 2009-2013
The National Strategy for Sustainable Development of Tourism in Bulgaria 2009- 2013 identifies the
key priority areas and direction of tourism development. Likewise Maltas Tourism Policy the
objectives of the Bulgarian one have been drown form the principles of sustainable development
namely protection of nature, prosperity of local communities and economic growth. Increase
competitiveness through course of sustainably managed actions has been outlined as the very
mainobjective. Additionally four strategic objectives, presented in Figure 3 have been constructed in
order to cater for the achievement of better competitiveness of Bulgarias tourism product.
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Figure 3: Main and Strategic objectives of theNational Strategy for Sustainable Development of Tourism in Bulgaria
2009-2013
Source: Adapted from the National Strategy for Sustainable Development of Tourism in Bulgaria 2009-2013
For the realization of the strategic objective, set of specific priorities have been developed
accordingly. The specific priorities include: Diversification of the national tourist product; Effective
marketing and advertising; Tourist zoning developed according to the needs of tourism
development; Increasing awareness of Bulgarian citizens for opportunities for domestic tourism;
Synchronize activities to build positive image of Bulgaria ; Introduction of modern standards
implementing energy saving technologies; Construction and development of new and modern
infrastructure ; Training and qualification ; Development of a public- private partnership.
In order to increase tourism earnings that are being injected in the economy of Bulgaria the strategy
have suggested number of improvements. Firstly, greater focus and development of the specific
niche markets such as SPA and wellness tourism, eco and rural tourism, religious tourism, MICE, gold
tourism and adventure tourism. Additionally realizing the potential of the under used areas in a slow
and sustainable manner which would generate economic activity in those not developed areas. The
strategy concentrates on improving the profile of the tourists towards higher spending segments
and aims to increase not onlythe overall tourism arrivals but the domestic tourism as well.
Interestingly the policy includes indicators for measuring the successful achievement of each
objective. For instance, in order to quantifiably prove the improving of the profile of Bulgaria as
tourism destination in the global tourism market, the number of enterprises providing for alternative
tourism could be measured. Furthermore, the number of the tourists with main purpose of visit
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being specialised tourism could be measured as well as the general number of tourists. Quantifiable
Indicators have been developed as well regarding the improvement of the infrastructure.
4. Tourism Policy for the Maltese Islands 2012-2016
In the current policy it is evident that the objectives have been constructed in a more concrete and
detailed manner. In figure 3 it could be seen that they have been subdivided into four main
categories following the sustainable development approach by ensuring socially responsible
economic development while safeguarding the resources and the environment for the benefit of
future generations. Most of the objectives are continuation of the previous strategy such as
increasing tourism numbers and decreasing seasonality. However, according to Josef Formosa Gauci,
chief executive officer at the Malta Tourism Authority while it appears that the old strategy have
greatly concentrated on increasing numbers the new strategy main focus falls on the reaching higher
value-added(Vella, 2012).
Figure 4: 2012-2016 Tourism Policy Objectives
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Source: Adopted form The Tourism Policy for the Maltese Islands 2012 2016
The strategys priority to increase the competitiveness of Malta by improving quality of the overall
tourism product is seen in the aim to improve and develop the human resources. The policy has
identified the existing gap in the appropriate skills and knowledge in the sector and addresses to
bridge the gap by encouraging provision of training. Additionally in order to improve the tourism
offering and become more competitive the strategy is putting importance on the creativity and
innovation of its product. Continuation from the previous strategy that have tapped into the
promotion of tourism growth through diversified niche areas could be seen more strongly
elaborated on in the new strategy.
5. Comparison of the Policies
5.1 SMART
Objectives consist of two main components: a vision explaining the expected future outcomes and
performance indicators that shall provide evidence whether the conditions that have been required
are met or otherwise (Alexander, 2013). Across the management realm it is believed that any
strategic plan such as a tourism policy should contains SMART objectives. SMART is acronym that
stands for Specific, Measurable, Achievable, Relevant and Time-related objectives, Figure 5 lists the
general characteristics of the SMART objectives
Figure 5: SMART Objectives
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Using the SMART model let us now compare the objectives of the three discussed policies.
Specific
While it is true that the Tourism Policy for Malta( 2007- 2011) have rather broad goals, in the second
policy of Malta we could see progress being done as the objectives are now more specific and
organized. As regards the tourism policy of Bulgaria the objectives have been constructed in slightly
broad manner however, targets were combined with indicators in order to measure impacts.
Measurable
Whereas both the Maltese Tourism Policies have rather large number of objectives that are not
properly targeted, the Bulgarian one have less but outlines proper targets so that the aims could be
measured. Nevertheless policy makers in the both countries should strive for clearer and better
defined objectives in the future. For instance, applied indicators for effectiveness should be
established of resource management.
Achievable
Overall the objectives of the first Maltese policy were achieved, while the two others are still current
policies progress towards achievement could be observed. This is evident in Malta for instance in
the growing numbers of tourists arrivals in the shoulder moths or in the eco certification of
accommodations. In Bulgaria this could be witness through improving the infrastructure by the
finishing of a new highway or improving the quality of the product and attracting niche tourists by
preserving the natural environment with the adoption of National Strategy for Biodiversity in
Bulgaria. Additionally, in order for objectives to be achievedit should be identified who is to achieve
them, the Bulgarian strategy identifies clear roles and responsibilities of various stakeholders for the
implementation of the strategy.
Relevant
In all three policies the established objectives appeared to be relevant to the main goal of improving
competitiveness of the destination through sustainable development of tourism.
Time-related
As all policies have a scope of time so does the established objectives.
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5.2 General Comparison
Broadlysaid, all three policies have the Rio Summit and its declaration as basic guidelines for the
sustainable development seen through the objectified protection and conservation of natural build
and social environments as main resources for tourism. Additionally it became evident that all
policies have the common overall goal of increasing competitiveness. Furthermore the policies have
established common objectives that would aid fulfilling this strategic plan, such as improvement of
quality and value added of the product, as well as diversification of the tourism offering through
development of niche markets. Interestingly, each policy acknowledges the training and
specialization of the workforce as critical for achieving higher competitiveness.
6. Conclusion
This assignment presented the main objectives of the Tourism Policy for the Maltese Islands 2007-
2011,National Strategy for Sustainable Development of Tourism in Bulgaria 2009-2013 and
theTourism Policy for the Maltese Islands 2012-2016. Additionally, the objectives have been briefly
analysed together with SMART and general comparison. The most critical trend that have appeared
is that tourism policies have the ability to act as a national framework of destinations towards
reaching competitive and sustainable tourism prosperity.
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7. References
Alexander, M., 2013. Management Planning for Nature Conservation: A Theoretical Basis & Practical
Guaid. 2nd ed. London: Springer.
Culture, M. f. T. a., 2007. Tourism Policy for the Maltese Islands 2007-2011, s.l.: s.n.
Cutajar, M., 2012. Tourism Policy for the Maltese Islands 2007-2011: An Objective Evaluation, s.l.:
Institute for Tourism, Travel & Culture; University of Malta .
Energy, B. M. o. E. a., 2009. National Strategy for Sustainable Development of Tourism in Bulgaria
2009- 2013, s.l.: s.n.
Goeldner, C. A. & Ritchie, B. J., 2006. Tourism: Principles, Practices, Philosophies. 10th ed. Hoboken,
NJ: Wiley.
Goeldner, C. A. & Ritchie, B. J., 2009. Tourism: Principles, Practices, Philosophies. 11th ed. Hoboken,
NL: Wiley.
Ministery of Tourism, C. a. E., 2012. Tourism Policy for The Maltese Islands 2012-2016, s.l.: s.n.
NSO, 2007. Departing Tourists: December 2006. [Online]
Available at: http://www.nso.gov.mt/statdoc/document_view.aspx?id=1869
[Accessed 14 04 2014].
NSO, 2012. Departing Touristis: December 2011. [Online]
Available at: http://www.nso.gov.mt/statdoc/document_file.aspx?id=3240
[Accessed 14 04 2014].
Vella, F., 2012. Tourism Policy Focuses on Responsible Tourism. [Online]
Available at: http://www.independent.com.mt/articles/2012-07-05/news/tourism-policy-focuses-
on-responsible-tourism-312521/
[Accessed 14 04 2014].