I refer to Philip Pace’s letter Ailing tourism industry (TMID, 17 August).

I wish to enlighten Mr Pace that he first criticised the Malta Tourism Authority for coming up with “such futile and very expensive solutions (Brand Malta) to our problematic and ailing tourism industry” and then he complained about the poor service and food quality that he and his foreigner friends experienced in the restaurants, saying that these people needed to be educated in the hospitality industry.

Mr Pace’s complaints indicate that there is a need for Brand Malta or a similar programme. If Mr Pace were to re-read one of the three Core Values “Hospitality” on page 7 in the Brand Malta booklet, he would not contradict himself in such manner.

I find Brand Malta an educational project and Malta, being a tourist destination, needs to possess all the qualities as highlighted in Brand Malta to sustain and advance in its tourism industry. Just as it emphasises on page 10, “Through the fulfilment of our vision of having visitors enriched by a visit to Malta and Gozo, we will feel proud and satisfied as we will also be enriching ourselves. Moreover, this will lead to the growth of the tourism industry.”

I have faith that Malta will advance in various areas that need to be improved in the near future. Thus, we all can see that the authorities are calling out for co-operation from its nation to achieve this “vision” together. Hence, I support such an initiative that is taking place for the country and just as it says: “This is but the start of a journey. Together we can make it happen.”

On the whole, I believe that Brand Malta will benefit the country and the people of Malta and Gozo.

Choy Hong (Jasmine) Grech

Mosta