the terrorism and fear that is gripping the world—and
as usual the Mediterranean features heavily in this scenario. “How easy is it to speak of peace and harmony in
view of what happened in Paris on November 13th and
what is happening around the world?” Bugeja does not
have a solution to such barbarity as there does not seem
any plausible reason why humans can ever be so cruel
to each other. The worst thing is that it causes us all to
fear and stop living our normal lives, at work and with
our families. And this is not limited to areas affected
but has spread to all countries alike. The idealistic man
in Bugeja says that the way forward is surely not more
deaths and killings; he talks of the man who fights with
the sword dying by the sword. But he also admits that
people need to take steps to defend themselves.
Tourism could solve many problems for the majority,
but then terrorists are a very small minority causing mayhem on the majority of peace-loving people. So Bugeja,
while saying we should go on talking of peace, travel and
new experiences and empower more people to embrace
that which differentiates us, cannot really think of how
one can ever solve the terrorist threat. Bugeja says: “I
am not an expert here, but I think one needs to understand the real reas on for all this, the cause rather than
defend by attacking. What we, as a country, can never
do is rejoice that others have problems while we don’t.”
One way to increase the tourism factor and the value given
is by organising more events. Bugeja tells us that the MTA
has already embarked on promulgating and diversifying
types of events in different locations. The Foundation will
push this and make joint ventures even more doable.
The MTA is looking at ways of extending the Isle of MTV, the
annual music extravaganza held at the Granaries in Floriana,
to be held in different venues throughout Malta and Gozo.
Photo: Rene Rossignaud
The MTA is looking at ways of extending the Isle of
MTV, the annual music extravaganza held at the Granaries in Floriana, to be held in different venues throughout Malta and Gozo. “But maybe,” Bugeja tells us, “it
could be extended nation-wide then go international,
being held at different venues in Malta and, for example, in Sicily. We are also looking at organising a literary
event either in conjunction with Gibraltar or to extend
on our own. Again we had thought of it as a Malta affair—but maybe this could make us re-think and add on
different regions of the Mediterranean.”
Since taking over at the helm of the MTA Bugeja says he
has tried hard to continue the work started by his predecessors—he found good work, good numbers, good
ideas. But he has gone in search of new ways too, organising the marketing team in a different way and putting
the emphasis on country rather than segment. And now
all the team is in place both in Malta and overseas.
One thing Bugeja does not think can be done is stretch
oneself too much. While making sure that each euro
spent will be accounted for in tangible results, Bugeja
also wants to make sure that all departments and their
results are accountable and verifiable. This is not an
easy task but one that is being put into practice—after
all, Bugeja adds, “I was given a task and I want to deliver. And I want to know to what level I, together with the
whole team at MTA, am delivering.
“The numbers are good and growing both in spend,
visitors and also in growth, even when compared to the
European levels of growth. Still more can be done and if
for example one looks at one of our core markets, Germany, we get just an infinitesimal part of the outbound
traffic. All we need is to attract more of their travellers and we will be more than satisfied. Turkey, Eastern
Europe, Asia and America are still relatively untapped
opportunities, and we are working towards increasing
exposure and growth within our limitations.”
Bugeja feels that the MTA has managed to work on three
projects initiated while he was MHRA president – the
Quality Label for Restaurants, Conventions Malta and
the Policy Document launched by the Ministry with
their support. Bugeja feels that the only reason the Authority exists is to provide a service to all stakeholders.
All that is done by the Authority is never to enforce
something but to assist the industry, the travellers and
ultimately the Maltese population. He knows it has not
been all rosy and he knows the Mediterranean has many
uphill battles. But he is sure good will always prevail and
travel and tourism will remain growing and a true pillar
of all our economic well-being.
2015
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