I have to once again postpone my series on the analysis of the "strategy" for tourism for the next nine years that was briskly penned by the Malta Tourism Authority with a few chosen consultations. This is because we are so sure that we will open tourism on 1 June. I have to ask these questions, though. What do we intend to offer the fortunate/unfortunate visitor who chooses these islands for their holiday? How are we going to prepare this destination as a safe and healthy one? Are we really just interested in reopening the industry we left in 2020 with all its mistakes, warts and all?
First of all let us take a look at what we intend to offer the unsuspecting visitor. An island that has been ruined by erratic and characterless buildings; an island that has made way for the 400,000 plus vehicles travelling on this 75 square miles of land space; an island where the little countryside we had has now been reduced through this irresponsible sense of planning. Our heritage, history, culture and character no longer seem to be important assets. All that government and the authorities and businesses want to see are numbers - we have learnt nothing during this global shutdown!
There have been many medical reports saying that we will have to live with this dreaded virus for years to come, yet we seem to imagine that by opening up to "normality" we can return to those astronomical and absolutely unsustainable figures we had been attaining up to 2020. We have not got a clue about how to manage tourism professionally. As a case in point we are already considering (not even just thinking about, mind you) another low-class event such as Lost and Found, an event that attracted the tourist whose only aim is to act like a hooligan, binge drink, swear and insult. We need to ensure that these islands are safe and responsible before attracting a traveller or visitor who wants to be here for the more meaningful reasons than sun, sea and rowdiness. To do that, we should be taking the pandemic more seriously. We are surprised the UK has left us in the amber zone. Why? Do we really think this is a safe and responsible destination that can manage tourism sustainably?
If we do wake up and realize we need to attract a visitor who wants to experience local character, culture and history can we really say that we have taken care of these assets over the past three or four years? Look around and see the way the landscape has changed - faceless and abstract blocks of so-called apartments; roads that rip through the little countryside and local residents who have lost all understanding of hospitality and service. Take a visitor to Mosta, Naxxar and Mellieha and you are hard pressed to inspire them in understanding the real local culture and history. All we can be sure of is that there will be cranes, cement mixers, grey brick shells and the sounds of destruction by senseless developers.
I am passionate about tourism, this is my profession as well as my lifelong career, but honestly I have to say we need to change our entire attitude about this activity - we need to make it a people to people socio-cultural activity; we need to be proud of what we can offer the discerning visitor and we need to be totally responsible for their safety, health and value experience. If we do not, we can publish endless strategies that will simply remain what they are today - publications that are just there for PR and political gain instead of a national catalyst to ensure quality, hospitality and service.
Next week, maybe, we can discuss the strategy again but I also want to be positive and discuss how we can improve our cultural and historical assets and character with case examples - I will begin in my next article with the improvements needed for that 17th century garden in Attard - San Anton.
Dr Julian Zarb 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.