Maximising the cruise liner industry

In an exclusive interview with Isabelle Vella Gregory, VISET CEO Chris Falzon and VISET business development manager Thomas Tottrup speak about the Valletta Waterfront Project and its importance for Malta

Harbours are a source of communication, commerce and the exchange of culture. They are gateways to the outside world. Malta does not lack harbours, but unfortunately harbour activity has seen a decline. Our harbours' potential is not yet maximised, despite a steady stream of cruise liner passengers.

Plans are well underway to change this. The Valletta International Sea Terminal, VISET Malta, plc is the company in charge of the construction and operation of Malta's new cruise liner and ferry passenger terminals. The project's vision is big - terminals, a large waterfront and leisure complex and a booming business that will benefit Malta's industry.

The project involves the regeneration of the historic Pinto and Forni stores and reclamation of a large portion of the land in front of the stores. This will re-establish the buildings' original siting and will also create a water plaza - the project's focal point.

Malta's ideal geographical location and good harbours are already attracting a significant number of cruise liner passengers. Mr Tottrup noted that the industry has two products. The first is the turnaround, i.e. a ship coming into port and changing passengers. In this case, passengers are likely to spend a short time in hotels before proceeding to another destination.

During this period, the ship will need to restock. This means that a large number of goods will be purchased from Malta. Moreover, the ship might need repairs, a service that can easily be offered by the Malta Drydocks.

The second type is the port of call. This involves ships which sail here for just a day. Passengers are likely to spend a short while exploring the island. In general, you see hordes of passengers climbing up to Valletta's main areas, buying souvenirs and returning. Currently, this accounts for 90 per cent of the industry.

These two types of business bring to the fore various issues. Clearly, the turnaround industry needs to be exploited further. It has wide implications for the industry, both for the cruise liner industry in particular and tourism in general. This type of business will benefit not only the cruise liner business, but also hotels, restaurants, shops and other entities. Nevertheless, the port of call industry is still important.

However, facilities are clearly lacking for both types of industry. The sight of tourists, often advanced in age, trudging up to Valletta in the heat, is a common one indeed. Mr Falzon is fully aware of this. "We feel that the Valletta Waterfront Project makes sense only if we create a physical link with the city," he said. For this to happen, an efficient transport system is necessary.

At the moment, passengers can either walk, opt for a cabbie, or purchase a voucher for a taxi ride upon disembarking. Cabbies and taxis are often deemed too expensive. Mr Falzon noted that a shuttle bus service should be available, as it is available in every other port of call.

VISET have been trying to get this service for a long time. Initially they faced strong resistance by taxi and cabbie owners. However, "while up to now they have always objected, they are now seeing the light," Mr Falzon said. Mr Tottrup added that "if we cannot provide a basic service like competing ports, we will lose all business."

Mr Falzon said that the long-term plan is to have a cable-car system from Upper Barracca Gardens to the ferry terminal and to the proposed park and ride site outside Valletta. This system would not only benefit cruise liner passengers, but also those who make use of the park and ride scheme. Mr Falzon also believes that the proposed ferry service between Sliema and Valletta would fit in very neatly with this scheme.

This large-scale project can be successful if co-operation is available on all fronts. Mr Falzon and Mr Tottrup strongly believe in the need for co-operation. The mentality already exists, but much remains to be done.

Mr Falzon is convinced that everyone stands to gain from maximising Malta's potential in this regard. However, he said, such an initiative needs everyone's co-operation, including shopowners, heritage organisations, taxi owners, hotel and restaurant owners and so forth. For the industry to be successful, a joint effort is required. "Promoting yourself is very expensive in this industry, if we all join forces we can achieve much more," Mr Tottrup added.

"A successful project will create a network that will promote the harbour as a destination," Mr Falzon said. "We reckon that once this project is completed, around 400 jobs will be created," he added.

Work is already well under way and the target date for completion is June 2005. Malta has much to offer in the cruise liner industry and it can certainly face international competition. The end result should see the maximisation of the harbour area's potential and the revival of harbour cities and towns.