If we ever had any doubt that this strategy was not compiled as a consultative study with the key stakeholders (the authorities, the businesses and the local community) here it is. An introduction by the Minister of Tourism (who should actually be taking a more set-back position as facilitator rather than author) and a preamble that was written by the "gifted few" who simply put their Master's wish list together, ignoring the realities of the modern and future tourism activity. Let me analyze both the introduction and preamble and let us see just how this strategy should be an integrated document that is understood and owned by all the stakeholders but in fact, is it really?

Indeed the first paragraph of the introduction is filled with hope but there is one line that then creates a real doubt in the future management of the strategy: "It aims to form the basis for a wide discussion". Well, the principles of consultation and strategy development tell you that discussion and consultation need to be introduced before the draft copy of any document. There should be no idea that the document could be seen as a "fait accompli" where consultations just pay lip service and where any suggestions are considered as being heard but there is no listening. Rule number 1 of consultation: steer clear of any top-down decisions and work towards the integrated approach.

Moving on, therefore, again some strong words about redeveloping tourism in a post-Covid world but it all lacks the discussion by the stakeholders. There is no word about avoiding quantitative tourism and following a process of qualitative tourism where we can start to attract a more discerning visitor, offering added value experiences and expecting a better income without going for numbers and mass - thus avoiding over tourism and the unsustainable factors related to this sort of "passé" strategy. Rule number 2: Politicians and businesses need to look for qualitative tourism not quantitative tourism if we want to create a sustainable and responsible destination that improves the host's quality of life and brings better revenue.

The preamble is a little more positive in its message of how to open tourism again sustainably and responsibly. I like the three stages for the strategy:

1.       A recovery effort from the chaos wrought by the Covid-19 pandemic, focused on protecting and preserving the vital components of Malta's Visitor Economy in the background of the challenges posed by the pandemic.

2.       A longer-term re-evaluation and repositioning to reflect evolutionary forces as well as new post pandemic realities - both negative and positive

3.       A detailed and committed programme of deliverables covering the various strategic challenges addressed by this strategy with a view to being able to deliver a stronger, more sustainable and competitive tourism industry by 2030.

But having read to the end of this opening chapter I am left with that same feeling one has in following a television series and having to wait for the next "exciting episode"; where is the how here? Is there any reference to an action plan or is the strategy literally a "a living document subject to ongoing adjustment" ; muddling along as we go along without any real sense of direction or pattern for acting, implementing and managing the strategy. Rule number 3 here: Never assume that an action plan can be designed after a strategy - this needs to be developed and planned by all stakeholders during the initial consultation process.

Next time I will continue my analysis by taking a look at the review of the last tourism plan (2015-2020). I invite all readers to download this strategy and follow the analysis with me, comment and let us work together on achieving a real integrated tourism policy together - after all we all deserve a sustainable, responsible and better quality of tourism for these islands and we are one of the key stakeholders in this activity.

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.