The Malta Tourism Authority has undertaken to improve what it describes as “product Malta”, that is upgrading what are known as tourist priority areas in a bid to substantially increase customer satisfaction.

Areas such as Valletta, Sliema, St Julian’s, St Paul’s Bay, Mellieha, Gozo and Comino have all been identified to form part of this “comprehensive project”, and will be cleaned up according to action plans to be carried out within a specified timeframe.

This was the main thrust of an interview that the newly-appointed MTA chairman Romwald Lungaro Mifsud gave to The Malta Independent, which was published last week.

Of course, most of the minor work that needs doing must be finished before the high season, and this therefore leaves little time. Pavements have to be done, rubbish bins installed, street furniture improved and graffiti removed. It is hoped that this work will be completed in time.

It must also be said that, once all this is finished, we should all help the tourism industry ourselves by using a rubbish bin instead of throwing our empty packets and used tissues on the ground, just to give an example.

But there is more to do in the tourism industry. This small step will help make Malta look better, yet it is not enough to attract more tourists, and more high-quality tourists too.

It has often been said that while services offered in five-star hotels are top quality, services offered outside hotels are not. And unless these services are also improved, it will become harder for Malta to be competitive.

We cannot expect tourists to be happy if our traffic system is chaotic, if our public transport service is not efficient, if restaurants overcharge, if public places are not kept clean, if historical sites are not well-maintained, if the Gozo terminal seems like a never-ending project.

This is even more true when our competitors are developing fast, offer better rates and take better care of their countries.

Tourism is slowly picking up after what Mr Lungaro Mifsud described as “three horrendous years” since the 11 September 2001 tragedy. But the industry is picking up everywhere, not only in Malta, which is why we need to pull our socks up.

With so much competition, Malta cannot afford to lag behind. This is why the MTA is also holding a two-day workshop leading to a brief as to how Malta can best be marketed. Maltese needs to be promoted abroad, although it must be remembered that the MTA’s resources are limited.

Malta must also provide good, value-for-money holidays to encourage visitors to return and also for them to promote Malta by word of mouth. Marketing campaigns have their benefits, but there is no comparison with what personal marketing does.

If a tourist goes home from a holiday in Malta and says how happy he was here, then there is a good chance that his relatives and friends will come over too. But if someone does not have a pleasant experience here, then his whole neighbourhood will not think of travelling to Malta.

This is why each and every one of us, but in particular those who come in contact with tourists through their work, must always be careful.

One important point mentioned by Mr Lungaro Mifsud is the MTA’s plan to have segment specialists based in Malta but travelling frequently to promote the country as a destination. They will complement the four offices in the main markets.

In this way, there would be a better focus on the niche markets that form the basis of the industry – conference and incentives, history and culture, and leisure. Added to this, administrative costs will be reduced and, at the same time, more funds can be utilised for marketing and promotion.