Maltese Tourism Minister Edward Zammit Lewis said on Wednesday that the Mediterranean needs to strengthen its appeal for Chinese tourists.
He was speaking at a master class entitled "Attracting Chinese Tourism in the Mediterranean", organized by the United Nations World Tourism Organization (UNTWO).
He added that it was significant this was taking place within the context of the EU-China Tourism year for 2018.
During this event the participants discussed the potential offered by the rapidly developing Chinese outbound tourism market, and what the Mediterranean countries need to do to strengthen their potential in the Chinese market.
Zammit Lewis added that there is a need to formulate realistic and workable ways of developing and projecting a Mediterranean brand in China.
"We need to be on the right 'Chinese tourist track', with the necessary infrastructure in place, have businesses and staff geared up to deal with Chinese visitors, and have the product that this market wants," he said.
"Aspects such as relevant product development, language training, and a stronger understanding of specific needs are considered imperative for attracting tourists from China," added the minister.
