Tourism-planning has always been the sole remit of politicians and businesses; the local resident is only allowed a token view of the document during a brief and rather limited consultation. The situation on these islands does not seem to have changed because of the global pandemic. Last week I was told that government is compiling a tourism strategy and that we simple mortals will be allowed a brief consultation for what is obviously a “fait-accompli”.

But strategies should belong to all the stakeholders including the local community, the local businesses and the local authority; the minister responsible for tourism should never be seen as the author but rather the “editor”.  So what do we need to consider for the strategies for the future of tourism?

First of all, strategies need to be long-term (10 to 15 years at least) and not the stop-gap documents developed for just four to five years. This will allow for continuity, consistency and for a broader vision of the tourism activity. Of course you will need the short-term plans as milestones for the long-term vision.

The strategy needs to be designed using an integrated process for all stakeholders and the community should be a key part of these stakeholders if we want a tourism activity that really is sustainable and responsible. Just take a look at what has been achieved in the past 25 years in Calvia in Majorca, where the “Citizens – Forum” was a key component of the Local Agenda 21.

Calvia may continue for the next 25 years, then again it may not, this depends on the commitment, trust and synergy adopted by the stakeholders. The strategy should be designed in such a way that it attracts the quality visitor rather than the “mass-tourist” whose only pull-factor is the price and availability of the package. 

Tourism is not a product, it is an experience. Strategies should never be seen as those glossy publications that eventually will decorate the bookshelves of some government office or of the Tourism Authority, we have seen too many of these over the years.

A strategy needs to be seen as a work-in-progress that is referred to regularly; it is not cast in stone but it needs to be seen as a framework on which to build the actual plans and processes for tourism.

Tourism strategies should be seen as an open-book, each stakeholder must contribute to the content of this book and take ownership of the final draft copy. What is being developed behind closed doors at the moment within the Tourism Authority and the Ministry needs to be open to scrutiny now if we are to succeed in developing a sustainable, qualitative and responsible tourism activity as we re-open after this shutdown.

The last months should have been an eye-opener, we should have learnt that tourism up to March was not a perfect activity. Will we learn to develop our strategies sensibly and responsibly?

Dr Julian Zarb is a researcher, local tourism planning consultant and a visiting senior lecturer at the University of Malta. He has also been appointed as an expert for the High Streets Task Force in the UK.  His main area of research is community-based tourism and local tourism planning using the integrated approach.