In my last article, I wrote about how we need to manage tourism through the integrated approach rather than the autocratic and certainly not arrogant manner in which this activity is being managed today. This actually means we need a complete change in governance, in the manner in which we look at tourism and in the manner in which we treat all the stakeholders including the local community. This time next week we have the opportunity of making this work and to turn around the method with which we deal with tourism not simply as a quantitative and socio-economic industry but as a qualitative and socio-cultural activity

This week I was honoured with an invitation to attend a presentation by a number of undergraduate students at a UK university, who were in Malta to carry out fieldwork on the sustainability and correct and responsible management of tourism. It was indeed such a pity that no local stakeholder, including a representative from the Malta Tourism Authority, was present for these presentations. It would have been such a vibrant and interesting activity had there been this opportunity to listen to the feedback and opinions of the stakeholders in tourism, including the Tourism Authority.

I was told that the organisers from the UK University did try to contact someone from the MTA but they received no reply. We must be more accessible to a better system of communication. We need to adopt three primary qualities here – commitment, trust and synergy. This means that we need to ensure that all stakeholders are committed to develop a tourism activity that will be beneficial for all the stakeholders including an acceptable and sustainable quality of life for the local residents; there needs to be a trust between all stakeholders because they are all ready to listen to each other, irrespective of political and social divides and we should be committed to ensure that the tourism plans and strategy are “owned” by the stakeholders.

Finally we need synergy, this means that all stakeholders work together with one main aim – to develop tourism in the national interest not in their own egocentric and individual interests. Tourism has been seen, across Europe as a fragmented activity – in Malta and Gozo this is evident in the lack of synergy between those who promote the islands as a destination, the hotels who provide the accommodation and the authorities – each one is going along parallel paths. If we work through the integrated approach with commitment, trust and synergy then we can ensure that the islands are seen as a first choice for the tourist who wants to be here instead of a second choice for the tourist who happens to be here.

We cannot achieve this state of tourism as a quality destination without the change in direction, the change in governance and a mature, professional and integrated approach to planning and management. We can all work together towards this integrated approach if we make the right decision next weekend and we look carefully at a change in direction in the way we manage this activity.

This can be the start of putting theory and words into practice – let us start rethinking tourism together now.

There are still a few places left for the course, Applied Management of Tourism. Those of you who are interested in enrolling in this accredited course can write to me at : [email protected] or visit the link at https://www.learningworks.edu.mt/courses/catering-and-hospitality/mqf-level-6-award-in-applied-management-of-tourism/.

Recommendations and Summary

1.       Take a different path to manage tourism sustainably and in a qualitative manner;

2.       Consider the importance of working through a holistic manner by adopting three factors – commitment , trust and synergy; and

3.      We all should play our part in developing tourism together rather than being driven by short termists such as politicians and business persons.

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.