The president of the Malta Hotels and Restaurants Association, Kevin Decesare, last week described the international situation with regard to the tourism industry as “very worrying”. Speaking to this newspaper, he specifically made reference to the plummeting sterling and its negative effect on the British market, which is the largest provider of tourists to Malta.

The MTA took nearly a week to reply to questions by this newspaper on the above comments, saying that it is committed to diversify the sources of Malta’s tourism inflow. It added that currency fluctuation is a continuous phenomenon that works both ways, and added that Malta’s entry in the eurozone makes it more attractive to visitors from countries who have the same legal tender.

Recent reports have however indicated that a downturn in the number of tourists is expected for the coming winter months. If proved correct, this will certainly deal a huge blow to the industry that has only recently emerged from a difficult period.

The tourism sector was adversely affected, as other popular destinations, with the terrorist attack on the United States in 2001, and it took longer than other countries to get back on its feet. Decisions that took long to be taken meant that Malta continued to fall behind, and it was only when the government finally decided to allow low cost airlines to operate to and from Malta that the situation improved.

In fact, 2007 was considered to have been the year when the tourism industry turned the corner, and much of the success was attributed to the number of seats made available by low cost airlines. In the meantime, the national airline Air Malta continued to compete well and also registered growth.

But it is a well-known fact that tourism is a volatile industry, and it takes little to change the scenario. A few letters in foreign publications about bad service offered, overcharging and dirty public areas are enough to cause damage, let alone increased costs, which affect everyone and could keep people away.

All travellers have a budget to spend, and everyone calculates how much he or she can afford in their travel before deciding where to go. If Malta is considered to be more expensive than other destinations, particularly those in the Mediterranean area, the country is bound to be on the losing end in terms of tourist arrivals.

Increased costs do not come only in the form of currency fluctuations. As the MTA explained, such a phenomenon “works both ways”, and while Malta could lose out on British tourists because of the sterling situation, it could gain from elsewhere because the adoption of the euro has opened up new avenues.

But if a holiday in Malta continues to become more expensive for other reasons – such as an increase in the cost of accommodation and catering, to mention the most basic areas – then the country will be facing serious consequences. Malta will still remain a safe destination, it will still offer its unique history and culture and its climate will still be an attraction to northerners, but if the holiday becomes too expensive, then tourists will just go somewhere else.

It all boils down to the value for money factor. If we market Malta as a five-star destination and charge five-star prices when the product offered is not at that level, then it is easy to imagine that tourists will start to shun the island. With so many places to visit, and with travelling made so much easier these days, they will seek other places that might not be as beautiful as our country can be, but which offer a better deal.

It is up to us to make things work for the good of the country and its economy. We cannot afford to allow one of the pillars of our livelihood to crumble.