The current state – Claire Zammit Xuereb

Claire Zammit Xuereb is Group Hospitality director within AX Hotels

We are in a crisis… heading towards the worst winter in history.

Our industry needs both short-term as well as long-term support, together with a solid strategy and vision on how to position our island on the world map, post COVID, which has not been done yet or at least has not yet been communicated. What I am referring to here is not an advertising campaign or change of logos or style of photography. It is a holistic plan. A clear strategy of how we are going to fill, in which periods, by which markets, through which channels, on which aircrafts, both in the short- as well as medium- and long-term. Before doing all of that, one needs to have stipulated what sort of product we choose to be, the appeal we choose to apply to it and how we intend to phase it in. Once all that is done, one then needs to zoom into our existing network structures and revise each accordingly.

While business is low, we must also take advantage to regenerate and upgrade certain touristic areas like Bugibba, Qawra and Paceville, to bring our product up to scratch.

The industry also needs to know what is happening with Air Malta and what routes are planned in order to save 2021 tourism. We need to be looking at key carriers and see how to engage them in constructive dialogue to ensure that we guarantee a product next year! We may have been able to pull through 2020 with all the support that was given by government, but won’t be able to carry through in 2021, without taking drastic measures.

All the country stands to benefit with a clear long-term vision and strategy for our industry. Our industry affects our economy in a massive way. It indirectly hits all of our pockets.