At The Mediterranean aha Forum, in Partnership with VisitMalta Incentives & Meetings last month, accessibility was stringently examined across leadership, policy, and practice. The next phase was integration, how that understanding translates into sustained action.
From a destination perspective, this requires coordination and clarity. For Tolene van der Merwe, Director UK & Ireland, Malta Tourism Authority this begins with information and collaboration.
Tolene van der Merwe, Director UK & Ireland, Malta Tourism Authority
“As VisitMalta, and through our VisitMalta Incentives & Meetings team, we are focused on ensuring that people have access to clear and practical information. How to travel, how to book, and what to expect when they arrive.
“It is equally important that the industry works together. Collaboration is essential if we are to make travel for people with accessibility requirements easier, more welcoming, and a genuinely positive experience.”
This alignment between communication and delivery is central to how accessibility is experienced.
Neil Fillbrook, Group CEO of BB Merchant Services poses a question
From a commercial perspective, the implications are increasingly clear. Neil Fillbrook, Group CEO of BB Merchant Services, framed this in direct terms. “There are few initiatives I come across that move the needle like Accessible Hospitality Alliance does. It’s a movement and community I’m proud to be part of. It has the potential and momentum to transform our industry and the sectors connected to it.
“Businesses that respond to this will see a significant return on investment, alongside the more important wider positive societal impact.”
In Discussion: On the left – Jan Ebersold, Regional Sales Director at HEWI
Looking ahead, Jan Ebersold, Regional Sales Director at HEWI, pointed to the opportunity Malta now has. “The first aha Forum in Malta was an important event, demonstrating both the importance and the opportunities of accessibility within Malta’s hospitality market. Malta has the opportunity to integrate this thinking into its future plans, positioning itself as one of the most accessible destinations in Europe.”
Accessibility is no longer a standalone initiative. It is becoming part of how destinations compete, how businesses operate, and how industries evolve.
The forum established a shared direction. The task now is to sustain that momentum through continued collaboration, practical implementation, and measurable progress.
