B
ugeja
does not mince his words—to him this is a golden
opportunity not just for Malta but for the whole
region and travellers in general. “I believe,” Bugeja
says, “that Malta has always played an important part
in the Mediterranean. We have always been pivotal and
strategically situated. Before independence we formed
part of one of the various empires which changed the
world, but after that we took various initiatives and
have even led the way. This can be another possibility
and can see us take the lead and be successful in it.
Somehow we have always punched higher than what
our size should allow. And to a big extent, ironically
we have always been allowed to do this because of our
size. We—with our littleness—pose no big threat to
most other destinations and this permits us to lead, be
followed and also to unite.”
Bugeja adds that “The MHRA has been a great
motivator and innovator in different areas. A few of
these have been the introduction of low-cost airlines,
the restaurant quality label, Conventions Malta and
the Tourism Vision and Policy. We as MTA, as an
organisation directly involved in furthering our
tourism reach, highly commend this new initiative.
But to be honest it isn’t just tourism and the MTA
which are going to benefit from this initiative. Malta
benefits as it is put on the tourism map not just by
participating in a pan-European initiative but by
leading it.”
Interestingly Bugeja looks at tourism from a much
bigger viewpoint than the gains in numbers. This
forum, by placing Malta on
the map, will see Malta reap
results from all angles, not
just touristic. By getting better
known internationally, as a
leader, Bugeja is sure that Malta
will be able to attract more
business, with more and more
people coming here to set up
their companies or to buy a
home.
The MTA CEO admits that all ideas and ideals, however
noteworthy and desirable, are not easy to put into
practice. The idea behind the forum and foundation,
to get the Mediterranean countries better organised
as a group of countries with differences and singular
histories and traditions but to be more than just a
geographical unit, is not easy to achieve. But like all
great ideas there has to be a vision—and the visionaries
behind it. To go beyond the talk of politicians and to
actually get the different countries and different entities
to talk, to organise and to set out a map for the future, is
already a big step. The foundation, according to Bugeja,
has a great future even if it will meet stumbling blocks.
This is because the way it is planning the future is not
just by talk but also by action.
Bugeja sees many aspects that can be of benefit when the
Mediterranean countries all cooperate to put the region
as a whole more in the world spotlight. The more united
and peaceful the Mediterranean, the more people know
about the region, the more quality travellers come to all
the Mediterranean, the better the chances are for Malta
to remain a top destination. The different authorities
can team up and find common practices and even solve
common failures of the industry. Often, problems faced
by different destinations, even not necessarily situated
in the Mediterranean, are the same or very similar.
Sharing ideas, exchanging views, solving present and
future issues together instead of alone can be that much
easier.
More can, and should, be done to invest and increase
learning and exchanges of hospitality students. Hubs of
learning could be developed and all this would increase
the region’s strength while giving all the Mediterranean
countries better resources and better results overall.
Sharing ideas,
exchanging views,
solving present and
According to Bugeja, the MHRA
has always been a leader but with
this they have truly galvanised a
most interesting concept—and,
although he as MTA chief sees
mainly the benefits for Malta, the
region interests him immensely.
INSIDER SPECIAL EDITION
future issues together
instead of alone can be
that much easier.
The foundation with its ideals can,
according to Bugeja, keep “all of
us, the practitioners in hospitality,
on our toes to remind us what
our ideals are. Whatever we do
and whatever we strive to achieve
it is good to have someone—a
body of people—to show us that
whatever we have, whatever we try
to do, we need to put the human
aspect first. We need to keep our
understanding, our beliefs firmly
tied to understanding others and
accepting all that makes us human
and unique and sometimes very
different.”
Bugeja is asked a question about
2015
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