In my last article, I wrote about the need to rethink our tourism policy seriously. As I have mentioned countless times, I do not want to give any recommendations or proposals frivoulsly. Those who are interested to make tourism work sustainably and responsibly will certainly not be given a free ride with my advice and consultation unless they actually want it and we discuss other matters!

Today I think it is time I discussed the burning question. Are we interested in rethinking tourism or do we simply want to reopen tourism to satisfy the amateur, myopic entrepreuneur who sees tourism as that industry that can be the ideal cash cow or even the politician in government who simply wants a free ride to a vote-catching game, irrespective of quality, responsibility and sustainability? If one takes a look at the recent elections, the electorate voted with their hearts not their head; there was no sense of civic responsibility, no serious national interest and certainly no sense of community wellbeing. In short, how can I even suggest that we promote the islands as a first choice for quality, sustainability, responsibility, hospitality and service without these other qualities that we all need to nurture?

I was reading about the issues such as the consistent building projects, the hunting law changes and the continuous lack of interest in making this destination a safe and welcoming country to visit. Where is that genuine “Service with a smile” we boasted about up to 30 or 40 years ago? Where is the strategy and policy for tourism (except in a very colourful but unimaginative booklet devised without a proper integrated and continuous consultation process? In short, where is the real interest to rethink, redevelop and restore a proper tourism activity based on hospitality, service, quality, sustainability and responsibility?

All I see is a repeat of an industry that has changed drastically in the last years, an industry that resulted in overtourism, destruction of the traditional character, culture and heritage that attracted so many visitors over the last two hundred years at least. No, there can be no quality tourism if we persist in managing tourism without the professionalism, commitment, trust and synergy which I have been preaching for the last three years at least (probably someone from the authority or tourism industry will plagiarize these three qualities and say we already have them! I would expect that from people who are not really interested in tourism today. But let us therefore work together so that we can apply the management of tourism through the integrated approach and not let any politician or business person dictate to us what type of tourism they want.

In conclusion, if we really want quality tourism it does not mean we coat the destination with a light covering of veneer to make it “look” like that type of destination, it means we must all participate in changing the present mediocre strategy to one we can all agree is for our common benefit – socially, economically, culturally and infrastructurally.

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

Recommendations and Summary

1.      Look for the quality visitor who wants to be here

2.      Manage tourism professionally without the firefighting techniques we use at the moment

3.      Make the destination a number one choice for the visitor who wants to be here

4.      Nurture the idea of tourism as a socio cultural activity not an over commercialised and abstract industry

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