Julian Zarb, president of the Malta Tourism Society, agrees “wholeheartedly” that this island and its people “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 (TMIS, 9 September)”. However, he holds that “this is not the remit of the government or the authorities”.
He holds that “it needs to be more of a culture change in the way we all think of quality and value for money”.
On the other hand, Mr Zarb believes in the development of “new ideas, innovations and themes”. He makes specific mention of the governments proposals for the development of the Grand Harbour area, and opines that “the ground is set for the development of a brand of product that will change the perception of these islands”.
With due respect to Mr Zarb, this approach strikes me as being at once short-sighted and superficial.
Malta has no option but to improve its product and go for quality – irrespective of the way Malta is branded.
Up to now, the accent has been on selling the product in overseas markets, rather than in ensuring that the product was up to standard. This amounted to putting the horse before the cart.
Securing the fulsome cooperation of all the players in the sector does involve a culture change. The more it is stimulated by the government and its educational agencies, the more it is likely to instil a sense of civil pride and social responsibility. Success in this area would not exonerate the government from its remit.
How can the Malta brand be sold, offering value for money, when the state of so many roads is deplorable, public transport facilities leave much to be desired, so many taxis and karozzin drivers (not all by any means) fleece tourists with abandon, and unscrupulous restaurant owners overcharge them under the nose of, and within spitting distance from, the proper authorities?
Why can’t the tourist industry match, in all respects, the services offered by its competitors in Sicily in terms of cleanliness, service, heritage and well-kept beaches? Why is there no adequate inspectorate with powers to impose discipline where cowboys brazenly rule the roost?
These legitimate questions demand urgent answers. None are forthcoming.
As I remarked in my contribution “Tourism: Back to basics” (TMID, 1 September), nobody wants a situation evocative of a police state. But neither can the Malta tourist industry survive, if its commanding heights are taken over by a vociferous mafia that knows no limits, and stops at nothing to make a quick buck.
J. G. Vassallo
SLIEMA