In his weekly media column yesterday, Tourism and Culture minister Francis Zammit Dimech finally got around to answering a few (there are many, many more) questions that people have been asking him. Over the past couple of weeks, the minister has shared with his reading public his thoughts on myriad issues yet, for some reason, he has shied away from the real issue that people want their elected representative to talk about: tourism.

This leader will not focus on the content of the minister’s replies. His arguments may or may not convince the multitude, but the fact is that he has taken way too long to hit back at his critics – whether they are right or wrong.

The point to be made, however, is the lack of communication skills of this government. It has been said before that Dr Gonzi’s government has never managed to create a functioning and effective communications set up (and strategy) to get its message across. It is a problem that has plagued the government from day one and continues to plague the government today.

It is not enough to have communication coordinators churning out press releases on what their boss is doing or has done. They need to be proactive and, since they are all media professionals, push their minister or parliamentary secretary to be more proactive in the media.

Why, for example, did the Tourism Minister publish his “replies” to such important questions this week? Why has he not come out with an aggressive “You don’t know what you’re talking about, these are the facts” approach? Why wait until two newspapers have called for his head? Why wait to speak out when his “silence” on the issue will only draw even more criticism?

That the Tourism Minister is in the news is not surprising and, unfortunately for him, he is getting most of the flak, but this same reasoning applies to the government in general and every MP who has a portfolio.

The government has not learned how to be proactive and how to use the media to reduce or at least anticipate criticism. Its so-called “spin doctors” are more interested in pushing individuals than in creating the proper media environment in which the government needs to work.

The government has also become too proud to admit it has made mistakes and that is costing it a lot in credibility points and the people’s trust. When will we see a government official, minister or whoever, stand up, admit their mistake and, if it is serious enough, do the honourable thing and step down? Government replies usually smack of arrogance and rhetoric. Never do you read a government statement “admitting” some error or otherwise.

When that happens, though, the media should be the first to say “well done”. And this newspaper believes that a big “well done” should be said to the Malta Tourism Authority. The fact they have willingly admitted that their branding exercise got off on the wrong foot and, even better, that they have tweaked the campaign according to the feedback they have received from the public and stakeholders, is great news. Better late than never, but they did the right thing. Although it does not absolve them of their other “sins”, it makes a welcome change that finally someone has the guts to say “sorry” and that they are going to do it the proper way.

The industry’s faith in the MTA will not become “blind” just because the authority has owned up, but it gives us the hope that someone in this country feels accountable to somebody. The government – and its ministers – need to take a few hints from the MTA and learn how to own up to their mistakes.

If we have a problem in tourism, say so. If the government got it wrong, say so. If the Tourism Minister took a bad decision, then say so. That’s all the public wants. Accountability. There is more to gain at the end of the day.

If only government were to understand this simple concept. And be more proactive.