In my last article, I wrote about the need to manage tourism responsibly, sustainably and towards a qualitative socio-cultural activity rather than a quantitative and abstract socio-economic industry.  We seem to be heading towards a policy, globally speaking, of reopening tourism instead of implementing the principles of rethinking, redeveloping and restoring a better activity. Over the Easter weekend I was in Rome and I was horrified to find that this unique and wonderful city,  where the local community is embraced in the living culture, heritage and history of the destination, has reopened without any thought about rethinking the dangers of overtourism and unsustainable practices.  Seeing such iconic sites as the Fontana di Trevi and Piazza Navona crowded with tourists, most of whom were only interested in the traditional selfie at this wonderful site of architectural beauty and charm, or the visitor at Piazza Navona who knew little about its history as the old Roman Circus or the three fountains that adorn the piazza, made me think why tourism has just become another excuse for the short termists – the politicians and the business persons – to draw larger and larger numbers rather than attract the visitor who wants to be there.

We need to learn from other destinations through an exchange of the best practices in the management of tourism; we should not mimic other destinations and compete on numbers but look at the more unique reasons why visitors are drawn to any destination – the character, culture, history and charm as well as the hospitality and service.  The project that is being funded through the DG Grow within the EU – Smart Tourism Destinations  - has chosen the Malta Tourism Society as the representative for these islands that will work with another 48 destinations across Europe to present a workable process for managing tourism in terms of sustainability, responsibility and quality.  We are certainly proud that this Voluntary Organization will be doing its part in making the islands a first choice for quality visitors by establishing those parameters needed to attract such persons. 

The islands need to think seriously about tourism as an apolitical activity that can benefit all stakeholders including the local community; an activity that is not driven by government , politicians or businesses but by a unilateral drive involving the integrated approach.  Only then can we succeed in presenting a destination that is susperior in its sense of hospitality, service and attractiveness – we have to be brutal in many cases and we have to take many “bold decisions” as Jim Hacker may have put it in Yes, Prime-Minister.  The problem is – can we face these bold decisions now and weed out the present appearance of the destinations and sow the seeds for that quality destination?  If we do not act now it may be too late alrteady.  Let us work together then and avoid the risks of a quantitative tourism industry.

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 the theory and the words into practice – let us start rethinking tourism together now.

Recommendations and Summary:

1.       Rethink tourism in the sense of quality rather than quantity.

2.      Do not develop written policies but action plans that are understood by all stakeholders.

3.      Let us work together without any thought of politics or egocentric interest but in the national interest.

4.      Make the Maltese Islands the Number One choice for visitors to the Mediterranean.

5.      Be brutal where you have to be but be objective not destructive.

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.