From Mr J. Zarb

I think the idea of short-termism means that one should persist in thinking we can continue kidding ourselves with our present marketing strategies – but I fail to see why we always have to politicise every argument concerning the development of this industry. The government and authorities depend on the private sector and representatives of industry to develop the marketing strategies; these opportunities have been given to those who wish to participate in forward planning through the establishment of the MTA and we are already seeing a change in the direction this is taking with the growth rates from low cost airline passengers to Malta and the increase in occupancy rates (as opposed to the lower end tour operator rates). What we need now is to consider how we can become more competitive through the enrichment and “livening” up of that unique culture and history that abounds in all our towns and villages.

I still believe the improvement and development of an interesting, unique and diverse tourism product based on history, culture and traditional characteristics cannot be forced upon the islands simply by government legislation – it has to be a bottom-up approach driven by persuasion and education. The fact that these islands are plagued with such polarization in politics that drives the party in Opposition to adopt a “half-full or half empty” policy, dependant on how this affects the results in any poll, because any national decisions agreed in Parliament means that the population are definitely divided on all issues from politics down to the choice of purchases.

But tourism is an area we need to have clear vision about – we need to admit that it is our own fault if we have not presented a true perception of the islands to visitors and have languished with the idea that we are the ideal sun and sea destination in the Mediterranean! We have so much more to offer if we stopped burying our heads in the sand and persist in choosing the easy way out – promoting the destination in terms of a mass tourism venue!

This is up to the people in the industry as well as all of us to create this sense of civic pride that will bring success to the destination of quality that has been set as the vision of the future by the government. Making tourism work for all of us means that we have to deliver a collective sense of civic pride and synergy.

With that last comment and at the risk of sounding too much like a “tit-for-tat” debate, I think the subject should close on a definite need to work together for a better tourism product and service – hiding behind political agendas is short term, dealing with concrete plans and projects that present the desired results are what we need!

Julian Zarb

Tourism journalist

Vice president of the European Union of Tourism Partners (EUTO)