Tourism forms the backbone of our economy and, naturally, it is always a matter of controversy.

Numbers play an important part in how progress or otherwise can be gauged in this sector. For many years, Malta waited to breach the one million mark in terms of arrivals, and we all celebrated when it happened.

But figures go beyond simple arrivals, because the success of the tourism industry does not depend on how many tourists visit Malta, but on how long they stay here and how much they spend.

In this scenario, one cannot be truly happy with what happened in 2004.

While the negative trend that had been prevalent since the 11 September 2001 terrorist attack on the United States seems to have been reversed, as Malta registered a 3.5 per cent increase in the number of tourist arrivals, this was not coupled with a rise in expenditure or an increase in the number of nights spent here.

The Malta Hotels and Restaurants Association has expressed concern over the matter. In fact, tourists spent Lm3.8 million less last year, compared to 2003, and in the same period the average stay dropped from 10.2 nights per person to 9.7 nights, a five per cent decline.

The MHRA is also disappointed that, in spite of a 3.5 per cent increase in the number of arrivals, per capita expenditure dropped.

It also noted that “it is far from gratifying… that tourists from the UK – Malta’s largest market – decreased by 19,900, a drop of 4.2 per cent over 2003”.

An increase in tourist arrivals carries little value unless it is complemented by a rise in expenditure. It would be better to have a five per cent fall in arrivals coupled with a five per cent rise in expenditure, rather than the other way round – which was, in fact, what happened.

While hoteliers continue to invest heavily in new hotels or the upgrading of existing ones, they are not satisfied with the overall product that Malta is offering to tourists.

The MHRA stops short of mentioning the sectors that give rise to its concern, but it is easy to say that the public transport sector, the upkeep of heritage sites, the

general environment and the deteriorating roads were on its mind when the association issued its statement.

To be fair, efforts have been made and are being made to improve the above sectors and others which have a direct or indirect bearing on the tourism industry. But, apparently, we are still a long way away from providing the type of service tourists expect.

Let us not forget that in recent years there has been a steady shift towards four and five-star hotels, which means that Malta should be attracting tourists of a higher quality. Yet, the quality of service given in these hotels is not found as soon as they step outside the hotel.

It is therefore here that we must work harder, as a nation. We must all realise that tourism is our bread and butter. This is especially so for people who work, directly or indirectly, with tourists. We cannot afford that Malta is given a bad name just because, to give an example, one bus driver is not courteous to a foreigner.

In its statement, the MHRA said that it incessantly points out to the authorities several areas which need to be upgraded. By saying this, the MHRA hinted that it is not often that its pleas are heard.

It is therefore up to the powers that be – the Tourism Ministry and the Malta Tourism Authority – to see that matters are taken in hand. In the words of the MHRA: “it is through vigorous promotion and delivery of value for money that the tourism industry in Malta can return to a healthy, sustainable growth”.