I read this week about the hype created by the “committee” responsible for creating a cultural hub in the walled , baroque town of Valletta that the farce and superficial celebrations during New Year’s Eve in this town will continue and will grow!

This is a clear example that highlights the lack of planning, decision making and consultation by the committee and by the authorities – including the Mayor of Valletta.  This shows we really need 2024 to be a turning point in the national and local governance for these islands before it really gets out of hand. I will also speak about my observations in the changes in consumer and community behavior over the festivities; the reduction in socializing out of the home and the increase in considering value for money and experience above the idea of what was traditionally the norm.

“Times they are a changing” were the words of a song by Bob Dylan (1963) during the changes happening in that decade both socially, economically and culturally.  Now we are facing that time in terms of governance, politics, culture and social aspects.  So how do we cope with this phenomenon today?

In my last article, I wrote about this eventful, Annus Horibilus, for me and these islands as we heard that this year we may be voting for youngsters who have not yet dealt with the challenge of getting out of diapers!

Those youngsters who could not string a sentence together, take a serious decision about managing their locality nor even authorize official documents without the consent of an adult.  What is this government really trying to do? Prove that local councils cannot function on these islands?  Take control of all governance again? Become an autocratic regime? I tell you if that is the plan then it will spell the end to any hope of civic responsibility, behavior or even quality tourism in the destination.  Local Councils need to be made up of serious persons who are mature, professional, committed, trustworthy and civically minded.  We are already having problems in localities like Mosta and Birkirkara – to mention just two areas – we need to reinforce the qualities of our councilors not weaken them.  I believe that there are six steps we can take to ensure the future management of our localities:

 

1.      Candidates must be abler to prove they have the ability to understand basic management principles including literacy and writing.

2.     We must ensure that those putting themselves forward for local council positions have that sense of belonging, civic responsibility, commitment, trust and synergy to take decisions in the interest of the community they represent.

3.     Local Councils are not an extension of any local sports, political or social club but it is equivalent to a local government – those elected to the position of councilor must understand this. They need to grow up and face serious responsibilities.

4.     By allowing a sixteen year old to stand for local council elections, this government is making a mockery of the office of councilor and of those who vote for these officers – don’t allow anyone to do this to YOU.

5.     This series is about being responsible - I will ask those sixteen year olds who have been enticed or are showing interest in standing for local elections.  Sit quietly somewhere and write down six ways in which you feel you are responsible; read them out loud and then see if you really can achieve these six ways.

6.     Finally, consider this, a local council is one way in which you can improve your locality in terms of the social, cultural, economic and infrastructural factors.  Can you really succeed here?

This week the news that really hit me and confirmed my worst nightmares about bad governance taking the upper hand on these islands was a statement put out on 1 January 2024 that the chaotic celebrations (I cannot think of another more appropriate name for this non sensical show of stupidity!) in Valletta on New Year’s Eve will grow.  Are you serious?  What are you on these days?  Whatever it is, stay off them! You are destroying the UNESCO World Heritage Site of that baroque walled town built by the Knights of St John in 1566 as their convent town. 

But this is just the tip of a gigantic iceberg that has killed the glorious and holy meaning of the “Festive” season.  I took a drive on 31 December at 8.30pm in Sliema and it was like driving through a ghost town – restaurants empty, hotels silent and the very spirit of anticipation for a new start was missing. I am afraid to say that with the excessive commercialization of these times you have killed that sacred and warm feeling. 

People got a chance to see just how they could manage better if they organized private dinners, social events and get togethers home – it turns out it is not only better value for money but better experiential value. The idea of the noisy celebrations with loud music, silly hats and indiscriminate hugs and kisses just showed people wanted an escape from the real life situations. The chance to realize this false celebration came during the two years of the pandemic; keeping away from hotels, restaurants and other commercial outlets people could see they had been hoodwinked by these outlets into a commercial scam. There is only one think for it now.  I will summarise in the six stages of reform just how consumers and catering and tourism practitioners can change their ways:

 

1.     Valletta needs to be the hub for real culture so maker the New Year celebrations the centre for art, theatre, classical music and history not a hub for hysterical , rowdy and tasteless shows . Then prepare a programme that befits the town and respects its residents.

2.     The Festive Season is no longer the cash cow that makes out for lost profits during the year, it is a time for innovation, creativity and real experiential value. Restaurants, Catering outlets and hotels should prepare a national festive season programme that highlights the diversity in innovation, creativity and experiences of all of them collectively.

3.     Bring back the true meaning of the “Festive” CHRISTmas season not simply the idea of “Happy Holidays”, this shows that you mean what you say when you promote this period as a traditional, cultural time.

4.     Set up a working group made up of practititioners, academics and local authorities who can plan, manage and monitor the concept of a “Maltese Festive Programme” based on authentic and unique cultural and social activities.

5.     Any cultural activities should not be “cut and paste” from other countries.  You have been trying to repeat the celebrations from around the world – now make these a real Maltese event.

6.     Finally, you, the consumer, the visitor and the local community make sure you do not encourage the bad governance of any social or festive events by attending them. Do not act as the guinea pig, be a real citizen with a sense of national pride and love of civic responsibility.

 

By following these six stages, we can ensure that these islands are managed professionally, sustainably and with the idea of developing a quality activity that attracts the visitor who wants to be here not the one who wants to be here.  Travel and Tourism to these islands today is about quantitative gains for the greedy and uncouth.  We need to put professionalism and hospitality back in the equation.

 

Dr Julian Zarb is a researcher, local tourism planning consultant and an Academic at the University of Malta. He has also been appointed as an Expert for the High Streets Task Force in the UK.  His main area of research is community-based tourism and local tourism planning using the integrated approach.