Malta needs an updated tourism vision and a new longer term holistic strategic plan for the industry, the Malta Hotels and Restaurants Association (MHRA) said.

President Paul Bugeja said in a statement the time was right to launch a strategy that should signal a fundamental shift in how government would facilitate sustainable development and strategic growth of the industry in the coming years.

The proposed strategy, he said, should put into action a government holistic approach by applying a tourism lens to policy and programme development and focusing future tourism investments on priority areas.

MHRA proposed that the Strategy should focus on four priorities:

1) Increasing awareness of Malta as a premier tourist destination in the Mediterranean Region.

2) Facilitating ease of access and movement for travellers while ensuring the safety and integrity of Malta’s borders.

3) Encouraging product development and investments in Maltese tourism assets and products.

4) Fostering an adequate supply of skills and labour to enhance visitor experiences through quality service and hospitality.

MHRA reiterated that we need to take the island's size into consideration and define a maximum carrying capacity, if necessary by season.

"Indeed we believe it’s time to look at the different segments of the market and establish which ones are giving maximum returns and which have a potential for growth, both in terms of quality and volume in particular to develop the shoulder and winter months.

"The plan needs to also address the operational costs for the industry which are increasing continuously and whether the imported labour is doing more harm than good since we are eroding the Maltese experience which hopefully is one of the reasons why people visit Malta."