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ERDF 033: Tourism Zone Upgrade with landscaped urban spaces and other facilities

Project Cost: €13,803,586
Beneficiary: Malta Tourism Authority
Line Ministry: Ministry for Tourism
Start Date: 2008
End Date: 2015

Non Technical Short Summary Of Project

The project has created landscaped urban space with seating and sea views in three tourism zones; Qawra, Pembroke and St. Paul’s Bay. Additional facilities include a public aquarium (including marine visitor attraction, ancillary facilities such as restaurants, souvenir outlets and parking spaces), a diving institute and car parking facilities in the Qawra and a cycle track and Garigue Heritage Park in Pembroke.

Operational Programme: OPI Investing in Competitiveness for a Better Quality of Life ERDF
Fund: European Regional Development Fund
Operational Objective: To support the upgrading of the tourism product;
Priority Axis: PA2 Promoting Sustainable Tourism
Focus Area Of Intervention: OPIPA2 Product Development
Focus Area of Intervention: OPIPA2 Niche Market Development and Branding

Project Objectives

To upgrade the tourism product and improve the public perception of these important tourist zones; and To provide facilities that will further enhance the attractiveness of these tourism zones. the treatment of urban spaces has a strong impact on the image a tourism resort portrays. the image of a tourism resort is one of the important aspects of a resort which determines how many people visit the area.  the envisaged project components will enhance the image and public perception related To the three areas concerned. The project aims for quality in design and finishes, provide for spaces which people can enjoy and from where people can also enjoy open views. The experience of the earmarked spaces will determine the perception that the visitors will have of these areas. the provision of sizeable landscaped areas with open views in areas which are currently viewed as overdeveloped, should shift the image to a tourism resort where people can enjoy open spaces and views thus, the image of the area is changed into a positive one which offers potential of repeat visitors. the objective is that well thought-out developments act as catalysts To the change in image. The improved image of the locations together with the introduction of new facilities falling within the remit of this project will be assets which the Beneficiary can use in its marketing and promotional campaigns to enhance Malta’s image and competitiveness.

Project Results

1. Landscaped gardens and Visitor Attractions, Qawra Pointi. Number of annual foreign visitors to the aquarium: 50,000 ii. Average annual increase of tourists in the diving sports segment  0.382 iii.  Employment opportunities provided by the project. 0 .14iv.  Satisfaction rate of foreign visitors visiting the aquarium site.  Rate to be achieved: above 3 in a scale from 1-52. Pembroke Gardensi.  Number of annual foreign visitors to the site: 5,000ii.  Number of tours to be organized annually by NGO’s within the Heritage Park area per annum: 0 24iii. Satisfaction rate of foreign visitors visiting the site.  Rate to be achieved: above 3 in a scale from 1-53. St. Paul's Bay Promenadei. Increase in foreign visitors to the site. 1,3001 15,000ii. Satisfaction rate of foreign visitors visiting the site. Rate to be achieved: above 3 in a scale from 1-51. A number of random visits along this specific part of the promenade were carried out during November and December 2010 and, given the low-season, the low number of reasons for tourists to walk this way and the state of the promenade, no foreign visitors were clearly identified. For the purposes of this result, the number of existing foreign visitors for this area is being registered as 1,300 in view of the number of annual visitors recorded at the Wignacourt Museum in 2009 (Source: Din l-Art Helwa)  2. A number of random visits along this specific part of the promenade were carried out during November and December 2010 and, given the low-season, the low number of reasons for tourists to walk this way and the state of the promenade, no foreign visitors were clearly identified. It should be noted that the current MTA Satisfaction Index Survey for Coastal Resorts does not take into consideration this part of the promenade mainly due to its current state and lack of continuity in the promenade. Questionnaires are focused along the existing promenade in more central areas. Therefore, the current results of the said survey cannot be taken into consideration for this part of the coast, hence future surveys will require to focus on the new promenade in order to assess the satisfaction rating achieved by visitors to this part of St Paul’s Bay.

Project Purpose

The overall objectives of the holistic project are: 1. To provide a high quality, safe, open air leisure space with shaded seating and with appropriate landscaping. 2. To increase promenades which enjoy open sea views.  3. To enhance the tourist experience within tourism zones. Additional objectives for each project component: 1. Landscaped gardens and Visitor Attractions, Qawra Point: To provide attractions which are educational and which also provide an innovative visitor experience; to provide a diving institute for the improvement of the standards of diving instruction in Malta. 2. Pembroke gardens, cycle path and Garigue Heritage Park: To provide a walk/cycle route from a tourism zone/hotel area to a historic tower along natural surroundings; To rehabilitate a large garigue area and to restore the Madliena tower, thus creating a Garigue Heritage Park. 3. St. Paul’s Bay Promenade: To provide a continuous promenade along the seafront and thus upgrade the product in this tourism zone; to provide better spaces where pedestrians can further enjoy the coastal views which are currently limited due to the restricted width of the road and parking of vehicles.