The decrease in the number of tourists visiting Malta has continued throughout July. Figures released by the National Statistics Office last week showed that the total number of tourists who came to Malta in July reached 135,783, a 9.2 per cent drop when compared to the same month of the previous year. This resulted in an eight per cent decrease in the number of nights spent.

Since the start of the year, there has been an overall decrease of nearly 13 per cent in the number of arrivals. This, according to the NSO, is attributable to a decline in holiday visits mainly from the British, German and Scandinavian markets. Per capita, total expenditure increased slightly by 0.3 per cent, but the decrease in the number of arrivals meant a 13 per cent drop in total income.

These are worrying figures, although they were expected. It was known that 2009 would be a difficult year for the tourism industry, as the effects of global recession took their toll. It was hoped that the downward trend after record years would have been more contained, but at the same time it must be said that other destinations were more or less affected in the same way.

There is only so much that we could have done. With people eliminating holidays to reduce their expenses because of the credit crunch, no amount of marketing and promotional exercises could have enticed foreigners to consider Malta if they had no extra money to spend, or preferred to save it for better days.

Still, there is no doubt that the negative impact of the above results have filtered down to all sectors of the industry. The important thing now is that Malta is prepared to bounce back when the international situation picks up.

The news that some of the bigger countries are seeing light at the end of the tunnel is already an indication that there is some kind of improvement. What is sure is that 2010 will be much better than 2009, and this is where forward planning and an extensive marketing strategy will be needed.

It is clear that the optimistic, yet cautious, outlook that top financiers are predicting for next year have already had their effect on the general feeling in the developed countries. It is a wonder what good results a few positive words said by people in high places can bring about, and, conversely, how they can depress the situation when they express the slightest of doubts.

Every country will one day recover from the recession, and the faster it is, the more advantage it will build over other nations. In this respect, Malta should be well-prepared to take the plunge once again as soon as it becomes clear that the wheel has completed a full circle.

So far, as said earlier, the cautious declarations have already given the world economy a slight push. Sooner or later, the powers that be will throw caution to the wind and express themselves in an enthusiastic way – and Malta must be ready for that particular moment.

This is especially so in the tourism sector. The worldwide decline experienced this year in the number of travellers for holiday purposes will soon come to a halt, and the numbers will start rising again. It is here that the Maltese tourism industry must show that it is ready. We cannot afford to give any advantage to our competitors.