So said John F. Kennedy, drily capturing the city’s uniqueness and its layers of meaning given to it by anyone who visits it. As the minister responsible for tourism, my take on the city that never sleeps is rather humbler than Kennedy’s, although it still is a dream come true.
Starting in June, Delta Airlines will be shuttling directly between Malta and New York three times a week. Connecting, across an ocean, one of the smaller island nations in the world with one of its most iconic cities has been an idea in gestation for decades. Granted, there were a few false starts along the way. Now, however, the plans are firmly in place and in a matter of months we’ll have lift off.
Let’s be clear. Operating the service is the first, and only the first, step. It will turn into a commercially sustainable route only if it is regularly patronised. Bluntly, as a private venture, success will depend on the number of American visitors who wish to visit our country in comfort.
Framed in this way, the onus to make it work is on us. Quite simply, we must provide these visitors from across the Atlantic with what they are looking for and accustomed to.
American tourists, arguably New Yorkers particularly, tend to be knowledgeable, culturally sophisticated, well off and used to the best in everything.
They expect top-notch services, authentic experiences and an infrastructure, broadly defined, that works. The search for what they are looking for is what will entice them to get on a plane at JFK airport and get off it at Gudja.
In a sense, we are lucky. History has done half the work for us. We have been around for seven millennia. Our historic buildings range from the oldest free-standing structures in the world to a parliament designed by Renzo Piano. Our museums, towns, villages and citadels are breathtaking. Different cultures and empires have left behind a magnificent mosaic of imprints. Our history tells a strong, colourful and unique story. In parallel, with our rich music, performance, cultural events and festas calendar, we punch way above our weight.
Our hospitality and culinary sectors are upping their game and need to continue to do so. The portfolio of locations and sets where well-known films were shot is growing. We should work harder to turn these sites into more attractive, visitor-friendly attractions. Malta is also well-positioned to attract high profile conferences from America. The list goes on and on.
American tourists, arguably New Yorkers particularly, tend to be knowledgeable, culturally sophisticated and well off- Ian Borg
In my view, the key is to put it all together, sculpting it into a national story, a genuine narrative that stands out. To do so, we should be guided by three principles.
First, both the public and private sectors need to invest more to create authentic, imaginative and memorable experiences in every sector. Let’s think harder about offering and optimising a seamless Maltese story through everything we put out there.
Let’s tell our unique story the way it deserves to be told – with pride. Our recent decision to allocate more funds for the refinement and promotion of cultural and historical experiences will help guide the industry’s investment priorities.
Secondly, to sustain this national conversation, we need more collaboration between and across all sectors, public and private. Today, more than ever, we all need to be on the same page. Tourism’s story cannot be told in chapters according to electoral cycles. It is our story, it belongs to all and we should always tell it together.
Finally, to attract more discerning visitors like those from America, we need more community and grassroots engagement, more of the public’s ownership of the story. This should be a two-way street.
Visitors will hear and experience our story directly from their encounters with us as citizens.
At the same time, as the public embraces this industry, it will be easier to strike a balance between the needs of visitors and the well-being and aspirations of each and every one of us, as residents.
It’s a tall order. But if we are genuine and serious about our tourism offer, it is the right road to take. Creating a direct flight from New York and expanding our air connectivity are the necessary and indispensable first steps.
Sustaining visitor numbers will depend on how happy, inspired and satisfied the visitors will be on their return flight. If they are, Malta can aspire to become a verb as well.
Ian Borg is the Deputy Prime Minister and Minister for Foreign Affairs and Tourism.