In his article “Tourism: back to basics” (TMID, 1 September), J. G. Vassallo gave an overview of what has led to the present surge in tourism statistics and economic benefits.

Unfortunately, as does happen many a time with the local press and media contributions in Malta and Gozo, the subject degenerates into a political tit-for-tat match. While I agree with him, wholeheartedly that this island and its population needs to pull its socks up and inculcate a sense of commitment and consistency in the quality of the product and service it affords both the tourist as well as the local client, we must also appreciate that this is not the remit of the government or the authority; it needs to be more of a culture change in the way we all think of quality and value for money. It is useless for the government to invest 800 million euros over the next few years to improve education, infrastructure and public services if these are simply eradicated by some thoughtless vandals or thugs; here I am not referring simply to that person who takes pleasure in defacing public monuments and utilities, but also to those moral and ethical vandals who, for reasons unknown, choose to demonise those who are trying to make something of this small island State with no resources except for its culture, history, traditions and favourable climate (for as long as man chooses to allow it, that is!).

I have often discussed the benefits and opportunities in the tourism industry that are available to us all if we accept our responsibilities as decent citizens; but these opportunities cannot be experienced if we all continue to choose our own egocentric and highly politicised camps and split our objectives according to these beliefs. We need to consider civic pride and responsibilities as a National Ideology; we need to admit that without our full support and cooperation the Malta Tourism Authority and all other authorities cannot function properly; we need to understand that the government is not the paternal and omnipresent ogre we sometimes expect it to be!

Tourism is an industry that knows no physical, political or cultural boundaries and the sooner we understand this the more successful we can all be in developing a quality experience for the visitor to these islands. Malta and Gozo are not a carbon copy of Ibiza, Spain, Tunisia or Turkey. Why on earth we keep on talking about beaches as if they are the only mainstay of this industry here, I will never know! The islands are blessed with over 67 localities including some unique stories, legends and historical facts that can bring life to the otherwise inanimate stone edifices of the towns and villages.

Look at how we marvel when we see yet another public garden or village square being refurbished, because we feel it is brought back to life – literally restored, and there has been a lot of that over the last few years, I must say! But then why are we still hell bent on promoting ourselves as just a sun and sea destination? Perhaps to many it is the easy way out, we cannot be bothered to develop new ideas, innovations and themes. But then we are all pleased to hear that the government has proposed 20 new ideas for the regeneration of the Grand Harbour area (incidentally, Malta’s original tourist area long before the birth of Qawra and Bugibba!). The project does have great potential for the private investor, mainly because the area is steeped in culture and history and is the ideal venue for creating new events and experiences for tourists.

I believe the ground is set for the development of a brand of product that will change the perception of these islands. I do not agree that anyone will “continue to plough the same old furrow…” as Mr Vassallo put it in his article. Over the last few years I have met with entrepreneurs who are taking the initiative to provide a new product; I believe it is the Maltese and Gozitans who now have the obligation of ensuring that the investment from public and private funds are transformed into the socio-economic benefits that have the potential to yield handsome returns. I only hope there are others who share this same belief!

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Julian Zarb is a tourism journalist and president of the Malta Tourism Society and vice-president of the European Union of Tourism Officers (EUTO).