In my last article, I wrote about the Malta Tourism Authority Estimates' report. With regards to the report on the Annual Report and Financial Statement for 2022 it struck me to read that two years after the pandemic, the report starts off with a relatively standard opening about creating a sustainable, healthy and equitable industry but the financial statement fails to include any reference to how this can be achieved through a continuation of the Tourism Grant Schemes (introduced between 2009 and 2013) which motivated initiatives to enhance the added value for visitors. The statement includes the administrative expenses and income that has remained at par with the previous year and indicates any lack of motivation to drive any innovation into the rethinking, redeveloping and restoring tourism as a sustainable and responsible activity. Instead we are still looking of "more of the same".

This week I will take a look at the way tourism is being developed in the post pandemic period simply as an activity that continues to grow exponentially in terms of the quantitative aspects that focus on productivity and scales of the economy. This week we have heard of yet another three-star hotel that was sanctioned by the Malta Tourism Authority (which should be there to manage tourism not destroy a socio-cultural activity) , along the Sliema seafront. Yet we have hotels in the northern resorts of the islands that are still experiencing seasonality issues, we even have an increase in bed stock at these resorts despite the seasonality and we employ people in tourism who know nothing about hospitality, service and professionalism nor about the local character and culture - they are just here for the ride, for a job that pays a pittance and expects little in the way of quality. I think the time has come to assess the professionalism and the quality of our tourism activity seriously not by commissioning carrying capacity studies in Malta and now in Gozo that are just there to boost the government "feel-good" factors instead of the long-term sustainable vision. These are the steps we need to take if we are serious about sustainability and quality tourism:

1. Institutions and the authorities must carry out a tracer study for graduates in tourism from the MCAST, ITTC and ITS;
2. These studies must include an analysis of the skills, competencies and qualifications that are evident in the workforce as well as those gaps that are still missing;
3. Create working groups that include academics, industry practitioners and authorities who will act as a core group for ensuring that professionalism and service are successfully implemented;
4. Work carefully to ensure the implementation of the Global Code of Ethics (UNWTO) to ensure responsibility by both the host and visitor community; and
5. Finally, tourism needs to have a long-term vision that is managed by the working group and not by the politicians.

By following these five stages, we can ensure that these islands are managed professionally, sustainably and with the idea of developing a quality activity that attracts the visitor who wants to be here.  

Still more facts in this short article that I hope will continue to encourage more people to write in and assist in the compilation of the Guidelines to Stewardship by Q3 of 2023. Thank you to all those who have already shown their support from as far as the UK, Switzerland and Germany (incidentally three of our key source markets). If we persist in ignoring these facts then, as I have said, tourism here will be an activity that may just attract sordid and nasty characters instead of the visitor who wants to be here - let us keep persisting.

This year I will be completing the Guidelines for Stewardships with the help of a number of individuals and NGOs who have already approached me and I hope to present this to you, as the community, to our politicians and to our authorities. We may, yet, be able to save these islands from total oblivion as a sustainable and quality tourist destination. Will YOU join me?

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.      Recognise 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 phone me on 9916 7805.

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