The following excerpt was printed in the 13 September 1967 issue of Queen magazine, which was a London lifestyle magazine, such as Vanity Fair:
“Six years ago the Aga Khan, then 24 years old, fell in love with a part of Sardinia. In this interview with Jocelyn Stevens, he reveals how he is transforming 38 miles of uninhabited coastline, re-named Costa Smeralda, into the grandest tourist development in the Mediterranean”.
The same issue of the magazine, also carried an article entitled:
“The Brave New Malta: fortress into fun place”.
The articles covered a profile of Dr. George Borg Olivier, The Prime Minister; high profile personalities living in Malta at the time; growing industry; A Place to Live; a fashion photo-shoot for men’s wear; Islands of Variety. Recommended Hotels listed were:
Capua Court; Delphina, Eden Rock, Hilton, Phoenicia, Sheraton, Tigne Court, Villa Fondatore and Villa Rosa.
Next year, from 25 – 29 March, the RC44 Valletta Cup will be held here in Malta. The event is being organized by Yachting Events Ltd. and will take place under the Patronage of the Ministry for the Economy, Investment and Small Business.
Mr Peter Valentino, one of the Directors of Yachting Events Ltd. says that this prestigious, internationally acclaimed event, is usually hosted by the most exclusive yachting spots of the most exclusive destinations around the Caribbean, the Med, Indian Ocean and the Pacific and where he himself has served as an international sailing judge for just such events.
The 2014 season started in the Caribbean in February, where the class was welcomed for the first time by the Yacht Club Costa Smeralda in Virgin Gorda.
The fleet will then travel across the Atlantic to Europe where they will compete at three European events in Cascais, Portugal; Marstrand, Sweden; and for the first time Sotogrande, Spain before crossing the 4000nm to Muscat, Oman for the final event of the season.
The average spend of the participants, including logistical and in-resort outlay, is €1.2 million in six days. Clearly, we are dealing here with the Super Rich. Five per cent of the owners of the RC44 class control thirty three per cent of the world’s energy. They fall, obviously, into the billionaire category.
The background to the event will be the Grand Harbour and the Royal Malta Yacht Club, known also as the organizers of the Rolex Middle Sea Race – also an event putting Malta and yachting on the sailing map.
Occasion, therefore, to reflect carefully and astutely, on where Malta now stands, from the fun place of 1967 to today and ahead.
One may easily be forgiven in mistaking the titles on the 1967 magazine as being those of the present. Malta is still a fun place, still attracts foreign residents and tourists and has a well developed yachting centre.
But that is just the outer skin. A deeper look inside reveals a belly of fat, lazy minds, and poor vision. It really has come time to seriously get our act together. What was done in
the sixties needs to be re-visited and a proper evaluation of where our tourism industry is and where it is heading is logical and necessary. Numbers alone will not ensure income growth.
In attracting such events as the RC44 Valletta Cup to Malta we are in the sphere of the Super Rich. What do the Super Rich seek? For them, occasions such as the Gala Events or even Private Dinners are catered for with nothing but the best. Cristal champagne accompanies the best fresh food, expertly prepared, with only the ultimate personal service. Orchid displays in private venues are replaced daily. They are purchasing discretion and comfort – nothing less. But in the style of Porto Cervo - certainly nothing that can be seen from the sea or the land. High rise buildings, gated communities are anathema to what they seek. The commercial infrastructure has to be of the highest caliber. Advice on how best to provide for this concept is available from well-travelled experts in Malta who have frequented such events and places on many occasions. Their input would certainly be of benefit to planning and vision contributions.
On the other hand, having reached the nearly 1.5 million tourist mark for Malta & Gozo, we are now feeling the stress and strain, the wear and tear and the scent of old. Where our hotels are concerned, no matter what the building looks like, the idea of being tourist centred instead of money centred, has still eluded us. See what is supposed to be a quiet lounge, for the comfort of the guests, having a bar placed in the centre of the room, with all the continuous clanking of cutlery being dropped into sinks and basins accompanied by the never-ending moan about shifts by the staff and you have lost all the plot. Sofas that require you to be 7 ft tall in order to sit comfortably, no cushions and freezing air-conditioner with some piped music in what is meant to be a quiet space of comfort and the next thing you know you have moved on, making the very bar situated there, gratuitous.
Or how often are the well advertised hotel restaurants besieged by the Mother’s Day brigade, weddings or the parties tal-precett? Not to mention the free weekend breaks, the gym and spa clients from all over and the screaming children (and parents) at the pool. Bye bye relax, gone is style and short is the stay. Why do the hotels so often sacrifice client satisfaction for the sake of the Maltese market? People on holiday or on business in a 5 star hotel are looking to get away from daily routine, not find it all over the place. They simply take their money elsewhere.
We have a few good hotels for family holidays, doing their best to cater for this segment which is not Malta’s easiest to provide for as we are short of beaches and attractions for children. The National Aquarium is a real asset for tourists. Paceville offers everything imaginable to holiday makers and young adults but needs increased security. Diving needs looking into and language schools should evolve into more than just holiday English. Today, people looking to study English can come from Brazil or China. In which case, they usually want to gain some work experience, having come to Europe. Language alone is not enough, they also want to work. The shortage of affordable accommodation for these clients, in areas around the location of the schools, is being felt and prices are rocketing. Cultural holidays need good quality guides and transport.
The demand on the infrastructure is reaching breaking point soon. Anyone using the Gozo Ferry at any time of day will tell you how crowded it is (dirty too) – clearly there is need for a second provider; Malta International Airport is packed with drivers & relatives meeting arrivals and the pouring out of one flight after another from all around Europe & North Africa. Clients themselves may have travelled from further afar, such as Brazil, China, America and Australia. Our public transport is simply not catering for such amounts of tourists, especially in Summer and the crowds of commuters at the bus stops does not look good at all. Parking all around the island is a nightmare. The traffic is hell and roads are deteriorating in many places. Security is fast becoming undermined. The ITS urgently needs attention and re-direction. We cannot rely on foreigners and must up the value of a career in hospitality and catering. A panel of experts – which must include local experts and not just foreign consultants, is required to formulate the way forward for the industry.
On September 20th & 21st, Malta will also be honoured by the visit of Catherine, Duchess of Cambridge. Kate will join celebrations to mark the 50th anniversary of Malta's independence from the UK. This visit will introduce Malta to third generation British who follow her keenly. Many young people in the UK do not know of Malta’s history and ties with the UK although they may know that Malta is in the Commonwealth due to the games. It is of paramount importance that the right impression is made and that Malta is showcased appropriately. This is not the occasion to jostle and promote oneself, whatever your position may be. Malta and Britain should be at the forefront and the warm welcome given to H.R.H. Prince Philip in September 1964, extended once again to the Duchess, representing H.M. The Queen during the Independence celebrations.