In my last article, I wrote about one NGO, the Malta Tourism Society, which is set to rethink and redevelop tourism by adopting a policy of quality-driven experiences rather than the run-of-the mill tourism promotion that sees only growth while they allow a lowering of standards and destination attractiveness.  As I travel along the roads of these islands and find myself rumbling over the decrepit and badly constructed roads, as I look at the abstract blocks of faceless flats, and as I gaze out at the dry and dirty countryside, left to whither in the hope that some greedy developer will find another opportunity to increase the urban sprawl, I really think why do we bother at the Malta Tourism Society? 

What are we trying to achieve? All I see is a reenactment of Don Quixote and his brief engagement with the windmill.  But then I think, yes, it may be a useless struggle against greed and amateurism but today or tomorrow there will be a change and we need to be ready for that moment. We need to keep the spark of hope in a quality tourism destination alive.  This brings me to  the topic of my article for this week – a topic that could be seen as a seasonal one but also one that could mean the demise of a tradition and culture we have experienced over centuries.

As I look at the decorations going up in most of our towns and villages I notice a lack of the real meaning of Christmas – there are plenty of lights, stars and even cartoon characters (in Gharghur I noticed a colourful Peppa Pig lit up on the side of a retail outlet) but there is little to record the real meaning of Christmas – the birth of God made man, the real definition that these islands have known for centuries.  Many people `are now greeting each other with the dreaded words: “Happy Holidays” that mean nothing but an abstract term for those who only believe in the material life, those for whom Christmas is a time for “Black Friday” (I never could stomach this dark term),  retail sales blossoming, eating, drinking and raucous behaviour!

No, Christmas has turned into a pagan festival dedicated to the material world and I think that a destination should be the place where such activities must highlight the real beliefs and culture that make up a civic minded community instead of one that worships the golden calf of greed and money.

Let this Christmas see the progress and development of the guidelines of stewardship for tourism complete, and let us start the year with a resolution to apply the management of tourism for a sustainable and quality-driven activity. We just need to keep working together  as I will repeat in the recommendations below.

Meanwhile I will wish you and your families a blessed and peaceful Christmas – so much more in keeping with the traditions of the meaning of Christmas than wishing you a happy holiday!       

Recommendations and Summary:

1.       Let us build community spirit by developing the guidelines for Stewardship together; I invite all those interested to contact me.

2.      We should identify areas where we can regenerate local tourism for the quality visitor.

3.      Recognize our duty as communities to enhance our environment and care for the precious trees that will add value to our moral, ethical and physical quality of life.

4.      Those NGOs and persons (including local councils) interested in  working with me on this project should email me on [email protected] or call me on 99167805.

5.      Let us get going  - let us really build better and reverse the horrendous state of this island.

I sometimes wonder – am I writing for the converted?  Are there any other persons who agree or disagree with me? I frequently meet people who read these articles – but these articles are not just there to be read on a lazy Sunday afternoon, they are there to sow the seeds of change from apathy to commitment – to make tourism an activity we can be proud of.  Let me know what you think and how you feel about tourism.

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.