This week the public attention was on the situation that was developing about political misbehavior over the last few years. This situation is bound to bring unrest - both politically, socially and culturally. A country that depends highly on tourism must ensure that there is harmony and peace if you are to attract the tourists that really want to be here and who look for quality and a value experience. An unstable political situation, especially one that was triggered by unethical behavior and personal interests, is not the ideal environment for a quality destination, it is not the ideal environment even for any tourism destination. What these islands now need are, as quickly as possible, to solve this unstable and dark environment and to start a new chapter with a stable and forward looking Government that can bring that peace, harmony, hospitality and service for visitors to the Island.

Tourism does not just happen at a destination, it takes years and years of developing the social, cultural and economic mechanism. These mechanisms, however, are susceptible to certain internal and external factors. One of these factors includes the political situation of that country. The case studies in Palestine and the Ukraine are very clear – tourism to these countries have all but disappeared since the start of conflict and war. Yet, recently, I was experiencing an interesting presentation by a University academic from Palestine who explained the Tourism Plan for the Holy Land, Palestine. In the midst of all the terror, fear and deaths in this country because of war, there are positive signs that there is hope for recovery, and tourism is certainly that activity which can bring about that stability and social cohesion again; it unites people, it brings host communities close to visitor communities, it encourages discussions that unite nor divide – it speaks of cultural integration, historical and heritage values on the present country and it also crosses borders. But tourism can also bring stability in countries, like these Islands, were politics have divided the community, created unrest and distrust and brought about a state of unbalanced social and cultural life for the community. It is this situation that is leading to the propagation of a tourism activity based on volumes instead of quality, experiences that are superficial instead of value-driven, and a tourism activity where a few unethical businesses make profits whilst ignoring the other stakeholders – the community.

This is a situation that has solutions, but they are solutions that must be accepted by all stakeholders, including the community – you and I have a role and responsibility here. The six stages of recovery – rethinking, redeveloping and restoring tourism are listed below for those who are serious that they want to see the Islands in a fit state to welcome the tourist who wants to be here, the quality service and hospitality that means that tourist feels welcome, safe and serene.

The six stages for rethinking, redeveloping and restoring a quality and stable tourism activity are :

1. Learn that responsible tourism is your responsibility, and not the authorities and the businesses, you are responsible to ensure civic awareness and good citizenship, you are responsible to ensure that the Government and the authorities you choose, democratically, are really fit for purpose.

2. Ensure that your own street and locality are worthy to welcome the visitor – both socially, culturally and infrastructurally. Do not accept anything less or be oblivious to what is happening outside your front door.

3. Be the first to take action against unethical, unsociable and political misbehavior. You have a right to a quality lifestyle, this is not a privilege but a right. No Government or authority can dictate otherwise, and no visitor will feel comfortable without that quality of life.

4. Tourism is a socio-cultural activity that depends on hospitality and service, not on empty smiles and actions that lack the warmth and happiness of these two qualities.

5. You need to have a sense of belonging and pride to deliver a civic sense of responsibility – this will not just happen.

6. Finally, remember that tourism can warm your home, and your country (filling it with hospitality and service), but that it can also burn it down – so you have to work at rethinking, redeveloping and restoring tourism together with authorities and business communities through commitment, trust and synergy.

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. 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