Welcoming the decision to reopen the airport “because the economy must survive”, AX Hotels Malta Group Hospitality Director Claire Zammit Xuereb says now is the time to focus on quality because numbers there will not be in any case.

It is good to see operations resume at Malta International Airport again but now one has to see how the situation will develop and at what rate, she adds, noting that many of the destinations listed so far are new markets. In addition, Ms Zammit Xuereb explains, one has to see whether there will be a second wave, how the virus will be contained and what level of consumer confidence there will be.

She is happy to note that, on the domestic front, consumer confidence seems to be picking up, pointing out that food and beverages sales as well as lido usage at the Group’s properties doubled over the past weekend when compared with the previous one.

“That is a very, very good sign,” she says. Still, she continues, the hospitality industry in Malta cannot just depend on internal demand. Thus, the stress must remain on incoming tourism and Ms Zammit Xuereb feels the Maltese tourism authorities must invest in new markets.

In addition, she insists, the tourism authorities and all stakeholders must work together to ensure a leap in the quality of tourists attracted to the Maltese islands, thus ensuring that visitors will be able to spend more during their stay.

Stakeholders must be involved in the drafting of policies and plans, and everybody must think outside the box and be creative. Incentivising business and building sound relations with foreign partners must also be given priority, she adds.

“The competition is much more fierce,” Ms Zammit Xuereb points out, stressing that Air Malta is now the country’s true saviour and, thus, attention should be focused on the national air carrier.

“We must reposition Malta and lay stress on quality,” Ms Zammit Xuereb asserts.

Hilton Malta’s Commercial Director, Julian Diacono says that, from a business viewpoint, the decision to reopen the airport is “good news”. Hotels now have a month to plan and prepare themselves, raising hope of a good start for this summer, he continues.

Agreeing that it will take long for things to start getting back to normal, Mr Diacono remarks that how things develop will depend, among other things, on the airlines deciding to fly to Malta and consumer confidence.

There must also be well-drafted protocols in place for the hospitality industry and, just as important, ensure they are enforced and observed, he explains.