I recently downloaded the nine-year tourism strategy that was launched by the Malta Tourism Authority and the Ministry for Tourism over the last weeks. I will be analyzing some of the issues and factors in this strategy over the coming weeks but for now allow me to make these three observations about this document.

1. While it certainly is a positive step that the islands are taking in designing a longer-term strategy (not really a long-term strategy, which should actually be a 10- or 15-year plan) this plan lacks some vital aspects that are so important for strategies – where is the action plan and where are the stakeholders’ consultations?
2. The strategy was not designed as an integral document including the three key stakeholders – the local authorities, the local businesses and the local community. Instead it seems very likely that it was drafted behind the closed doors of the Ministry and the MTA without any form of consultation at all.
3. I have to say the launch was an excellent piece of Public Relations and must have added some brownie points for the MTA and the Ministry.

Tourism planning is not a political game nor is it the sole domain of the business entrepreneur. Planning for tourism needs to be a continuous and consistent process involving the three key stakeholders mentioned earlier. This means that consultation is not restricted to some definite period after the draft report or strategy is published but this needs to be built into the draft from the very first stages.

If the host community and the other key stakeholders are to be allowed a buy-in of this strategy and if they are to take ownership, then they must all be involved throughout the entire process as well as through the implementation and management.  If we consider the success (to date) of the Calvia Project over the past 20 years, most of this was the result of the integrated approach to planning; Calvia now has a Citizen’s Forum where the local resident has a direct say in the future of their town.  When I read about the medium-term strategy I really thought, we had learnt our lesson at last, but no! There we went again, designing and drafting the strategy behind the closed doors of the Ministry and the MTA without the full consent of the local community or the entire business community. This is not a strategy that will be owned by the community and the business community nor is it a particularly long-term plan (these need to be at least 10 to 15 years). 

Planning should be apolitical and also inclusive; it is not a wish list of activities that may sound “sustainable” or even “responsible”; they must include a clear plan for achieving sustainability and responsibility where all the stakeholders have a part to play. 

Over the coming weeks I will look at the strategy and analyze those aspects that are positive and look at those less positive objectively. I would invite all readers to download the strategy and look objectively at how this can be developed, managed and monitored for the benefit of all key stakeholders. We have to ask the question here: “Who will actually benefit from this strategy?”

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.