In my last article, I wrote of the need for a complete revamp of the way we manage tourism, on the other hand, the way things are panning out today it seems we actually need to learn to make the first step in the three Rs I had first mentioned back in 2020 (and which were used, without my knowledge, in the Tourism Strategy that was published late last year). This was to rethink tourism – rethink the actual activity, rethink the actual market sources, rethink the experiences -- in fact, rethink the whole tourism policy now.

We should be considering the third of the three R’s by now – restoring tourism – but it seems the industry and government are too engrossed in reopening tourism without that proper management we lacked before 2020.  This week I was informed that, for some reason unknown to me, the MTA decided to unsubscribe to an international e-newsletter and journal, that had been helping promote these islands for well over 12 years.  I ask,  “Why now?  Can we really afford to do away with that sort of promotion?  Are we really that sure that we can restore tourism sustainably and responsibly after the effect of this pandemic?” I still have not received the answer yet; I will wait a little longer, though, before making my theoretical assumptions.

Tourism needs to be managed in a way that all stakeholders – the local businesses (including their employees); the local authorities and the local community – work together to see that the islands receive the type of tourist or visitor we deserve – the visitor who wants to be here, who is looking for quality in service and hospitality instead of the tourist who is simply after price, availability and tacky service and hospitality.  I would really like to sit down with all those who are seriously interested in applying the management of tourism (this, incidentally is a short course I will be coordinating later this year) and plan our strategy together so that it actually works and is not pushed to one side only to be replaced with a plan that interests a small clique of stakeholders who are indifferent to the national interest and the long-term concept of tourism for these islands.  Rethinking tourism has to take into account three key factors:

•           Consistency

•           Continuity

•           Communication

There we are, then, the three Rs start with the three Cs. 

Unless we start now and unless we are committed we cannot deliver that destination which will attract the quality visitor (and here I am not talking about transforming these islands into a Macau or Dubai – these are other, different countries and destinations that cannot and should not be replicated).  I suppose I may have to wait a little longer before I can put into effect the new model of applying the management of tourism.

Those of you who are interested in enrolling in this accredited course can write to me at: [email protected]. This can be the start of putting theory and words into practice – let us start rethinking tourism together now.

Recommendations and summary

1.       Rethinking tourism means that we have to work together to ensure businesses and the authorities manage tourism professionally and effectively.

2.      Rethinking tourism can start with the Application of the Management of Tourism – this is a course with a difference, it puts you in the driving seat to start tourism again, sustainably and responsibly.

3.      Rethinking tourism will deliver a better quality of life for all of us and for the visitor who chooses this destination as a first choice.

Dr Julian Zarb is a researcher, local tourism planning consultant and an Academic 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