It is time for the reckoning now! The government has announced its various incentives to get tourism moving; the infrastructural projects and roads are being carried out but we still lack that pro-activity in industry to be innovative.
Let us take a good hard look at the industry through its main players. Who does the tourist meet when he or she decides to spend some time on these islands?
1. As they descend from the aircraft at the International Airport they will need to endure the weather conditions as well as trying to avoid the erratic activity going on around them by baggage handlers, technicians and ground staff - many of them seemingly oblivious to the presence of complete strangers!
2.They will soon forget the adventurous experience as they step on to the tarmac when they walk through the gates of the ultra modern terminal building (a far cry to the old building some metres away). But then they will have to endure a few more moments before starting their Malta experience. The carousel ride for their luggage is just beginning and who knows how long it will take or what interesting stories they will have to tell their friends back home?
3.At last they walk through the glass doors into the main concourse…they are greeted by the sound of loud, guttural shouting somewhere to their left. The source of this welcoming party are the hospitable and service wise taxi drivers in their elegant uniforms that consist of a blue shirt with its open front, khaki shorts that start somewhere below the rather portly belly and the cool sandals. They are eager to help, they want to make sure they give the visitor a “run” for their money.
4.When they eventually arrive at the hotel, they would have noticed that a great deal of investment has been spent on upgrading the infrastructure and general outlook of the island but there is something still missing – where was that hospitable tradition that so many had written about throughout the centuries? One needs to look carefully to see this particular feature today.
5.As the visitor moves around the island, no doubt, he is amazed by the immense richness of the history and culture that abound these small islands – but he must depend on the trusty Baedaeker or well used Guide Book for information and there most definitely are little corners and hidden gems that they have missed.
6.The visitors are now famished after this long day and they decide to have a meal. There are some good eateries around but our guests must ask themselves: “Is this really the land of pizzas, pasta and hamburgers?!, is there anywhere where we can find something different? We have done kebabs, last year in Turkey! We have tasted pizzas and pasta in Italy the year before and we certainly do not want hamburgers again!”
The visitor has made a note of his visit to the Maltese Islands, he can see that it has a lot to offer but it is a well-hidden secret! Why don’t we think about what makes us unique? A fellow tourism professional recently told me that if you want to find out who your competition is, ask your guests where they would have gone if they did not come to you.
But we have to be careful we do not adopt the same product as our competition – what has worked somewhere else will certainly not work here!
We must learn to adapt not adopt! For many years we have been marketing the same product and image of these islands – now we have the opportunity to present the ‘new’ Malta. With the help and incentives that the government is offering the industry and low cost airlines, we can be creative, we must start thinking about an alternative image for the islands – not more of the same!
The non-governmental organisations need to spend time thinking up new initiatives for their members to be creative and innovative – there is one source for funding such initiatives and that is the European Union, it is by being creative that we will maintain and increase our market share of regional tourism in Malta and Gozo.
Low cost airlines can offer the opportunity to a sizeable European market to visit the islands during the shoulder months as well as at peak times; but I would suggest that we put our product and service ahead of our marketing priorities. This really is a time for us all to work together for tourism!
Julian Zarb MBA FHCIMA MTS Dip. Adult Training and Development
is a tourism journalist