Mdina Chosen For EU-funded Pilot Project

The City of Mdina has been chosen as the locality that will host the EU-funded HELAND project, which is aimed at promoting ways how innovative technological initiatives can contribute towards the enhancement of the tourist package that the locality can offer. The project will seek initiatives that guarantee a sustainable socio-economic development whilst ensuring that a balance is maintained between the needs of the residents and those of the tourist industry.

The HELAND Project kicked off over the past months and is being run by the Institute for Tourism, Travel and Culture at the University of Malta. The project, which is expected to be concluded by the end of 2015, is also enjoying an international exchange of cross-cultural information and experiences. In fact, the Heland Project is being carried out by an international consortium made up of ten partners from six different Mediterranean countries, within and outside the European Union namely Malta, Spain, Cyprus, the Palestinian Authority, Lebanon and Jordan.

“When one takes into consideration that 95% of the tourists who visit Malta, visit Mdina, one appreciates more the crucial role that this city has in Malta’s overall tourism product. The particular qualities and specific needs of Mdina were the main factors that made this city the ideal choice for this project,” explained Dr Nadia Theuma, Director of the Institute for Tourism, Travel and Culture at the University of Malta which is coordinating this project.

Dr Theuma and Dr George Cassar, Project Manager and Deputy Project Manager respectively, spoke during the first consultation meeting organised at the Mdina Local Council for Mdina residents and business operators to introduce this project to the main stakeholders. The meeting also served as an opportunity for residents and businesses to voice their opinions and suggest ways how this project could benefit Mdina, its residents and the overall tourist package that the locality can offer.

“Through this project, we need to explore effective ways how we can strengthen Mdina’s cultural legacy and product offering in a more effective but at the same time, sustainable way. We have to ensure the balance between Mdina’s role as a prime tourist destination and its functional role as a city which is inhabited by its small community of residents and businesses with their particular demands and needs. It is indeed a very delicate balance,” added Dr Cassar.

“The tourist’s profile has changed in recent years and we need to attune our product to today’s tourist’s expectations. This pilot project is therefore an excellent opportunity for all the stakeholders involved. It is an opportunity for those operating in the tourism sector to explore and develop new projects that can improve the social and economic potential of Mdina, we can perhaps explore new initiatives that will generate more cultural jobs and hopefully, whatever initiative we choose to pursue, this will in the long-run benefit the residents and all the community of Mdina,” said Dr Theuma.

“Although the Mediterranean region is still the foremost tourist area in the world, it is progressively losing attractiveness. In order to regain competitiveness, Mediterranean countries need to modernize the management of their touristic assets, investing in new technologies and bridging the gap between research, industry and policy makers. The HELAND Project will be working in this direction and the success of this project also depends on the goodwill and contribution from all stakeholders involved,” concluded Dr Theuma.

The Heland Project is funded by European Neighbourhood and Partnership Instrument (ENPI) Programme (90% EU funds; 10% Partners’ funds). The 2007-2013 ENPI CBC Mediterranean Sea Basin Programme is a multilateral Cross-Border Cooperation initiative funded by the European Neighbourhood and Partnership Instrument (ENPI). The Programme objective is to promote the sustainable and harmonious cooperation process at the Mediterranean Basin level by dealing with the common challenges and enhancing its endogenous potential. It finances cooperation projects as a contribution to the economic, social, environmental and cultural development of the Mediterranean region. The following 14 countries participate in the Programme: Cyprus, Egypt, France, Greece, Israel, Italy, Jordan, Lebanon, Malta, Palestinian Authority, Portugal, Spain, Syria, and Tunisia. The Joint Managing Authority (JMA) is the Autonomous Region of Sardinia (Italy). Official Programme languages are Arabic, English and French.