A new vision for Malta's tourism product must invariably incorporate quality rather than quantity and sustainability; new investment projects which are viable and feasible should be proposed. This will lessen Malta's dependability on mass tourism, cheap labour and the undesired consequences this brings on the standard of living and the quality of life.

Tourism

Malta's tourism product and services need immediate revision. It is evident that it does not make sense anymore trying to attract five-star high-class tourism to Malta when our country is the "capital city" of tower cranes in the Mediterranean basin. This, plus other unwarranted annoyances that put off the big-spending tourist segment of the market from visiting Malta.  

Malta has become one enormous construction site that is dusty, noisy and unsightly. No high-class tourist in his/her proper senses would put his/her money to visit a country which is also full of mountains of garbage bags and illegal immigrants' skirmishing in our tourist zones.

Other rowdy behaviour on our streets is becoming sine qua non of an island unclean and  unsafe, looking more like a Third World country.

Going by tourist surveys and reviews, a ghastly picture is depicted of how unsatisfied many visitors to Malta are. This scenario is ruining our country's image. Should we continue to hear the expression, "Malta no more will I visit again".

How can a tourist, who has just arrived in Malta to enjoy his/her stay, go to the first beach he/she finds without a single patch of free pristine sand because it has been taken over by a sea of deckchairs?

Our hotels are full of tourists that visit through package tours where such tourists' spending is minimalistic. The type of tourist being attracted is mainly the one where a pizza is shared between one or two persons.

Moreover, those entrepreneurs who invested in five-star hotels, boutique hotels and high standard apartments have no option but to rent these properties to 20 and even more cheap labour foreign workers.

Other countries' quality tourism is still solid in places like Greece, Italy (Rome), France and Russia (even though sanctions were imposed on this country). Why not our country?

Types of tourism

There are four main types of tourism: History (cultural), Religious, Sports and Relaxation.

Cultural tourism

Our historical cultural sites have been greatly improved since the 1990s but still, more work can be done. One interesting proposal would be the restoration of the Victoria Lines.

The Victoria Lines is a cultural patrimony and heritage which, if restored, can attract thousands of tourists annually. The project would include restoration and cleaning of the Victoria Lines trail which includes the fortifications, the lines, the valleys, the batteries and guns, Fort Binġemma and the Dwejra Lines.

For instance, at Bingemma Hills, which are situated west of Mdina at 243 metres above sea level, the area is covered with Greek tombs and contains a very big fort which was used for the purpose of protecting the coast. This, if restored makes the area a great tourist attraction.

The cultural tourist would have a lot to appreciate in that the Victorian period is a 65-year-long reign and Queen Victoria's name in Malta lives on notably in the Victoria Lines. These Lines have been sidelined to the Knights era. The Knights period is a prominent feature of Maltese histoy but the Victorian period should also be given prominence.

Religious tourism

We, Maltese, are not at all wanting in our religious fervour and the manifestation of hearty celebrations expressing delight. These are some of our innate Christian characteristics in welcoming anniversaries such as the Nativity of Christ.

Many activities such as Christmas and Easter (especially Holy Week processions) are events in the Maltese calendar that recount the birth, life and death by crucifixtion of Christ.

These are events that given the right marketing would be the perfect occasion for tourists interested in religion. For instance, in Germany, the Oberammergau procession, which is based on the life and death of Jesus, requires at least one year prior booking to ensure reservation.

Our tourist product should also be encouraged to revive those times when the approaching festival of Christmas was heralded in some of our towns and villages by the appearance of the zaqq (bagpipe - a wind instrument) and tambur (drums) players in the streets.

We need to take advantage of religious traditions and activities to attract tourism based on religious activities and faith.

Feasts and related activities in Malta include the following: All Soul's Day, Ascension Day, Candelmas, First Sunday in Lent, Good Friday, Holy Saturday, Holy Thursday, New Year's Day, Pilgrimages to Mellieħa, St Anthony's Day, St Gregaory's Day, St John's Eve, St Martin's Day, St Peter and St Paul, St Rocco Races, Sta Maria, Sta Venera and the Vitorja. One should also not forget sports, usages and ceremonies such as Cuccanja, fairs, Kuccija, May Day, May Pole and the celebration of Maltese weddings in the past.

Sports tourism

Motor-racing and classic car enthusiasm are on the rise by the day. This is a niche market which is expanding.

Holistic projects for the family

It is high time that a Formula 1 racing track is built which can also be used for Form 3, Grand Prix, motorcycles, 1 mile and half mile. Another track for Go-carts racing can be built as well.

This project can be built on reclaimed land and would include adjacent buildings housing areas and  halls for car exhibitions and musuems. A recreation centre for families would also form part of the project that would include restuarants, games rooms, resting, sitting and meeting areas for families and small cinemas intended for those members of the family who are not interested in racing.

Hotels in the vicinity of the track would be consturcted to house drivers, their teams and sponsors. The project would include a yacht marina and a heliport to accommodate the needs of rich persons visiting these events.

Formula 1 is ideal for racing in Malta for the simple reason that Malta's weather is mild. Drivers would come to Malta all year round for training and racing events and this would include both local and foreign racing drivers. This project would create work for at least 1,000 persons and bring to Malta the much-needed foreign revenue.

Weapon collectors and target shooters

Two shooting ranges (one for Malta and one for Gozo) should be built on professional lines. These would have adjacent to them a police station and a shop from where enthusiasts can purchase ammunition for their hobby.

An emergency clinic would also be placed on the site of the range in case of injury. A recreation centre for families would also be provided on the lines of the motor racing track. This would be another holistic project for the whole family.

These projects are not impossible to achieve given the goodwill of the stakeholders. It is high time that the government spearheads such projects and change the economic model based on cheap mass tourism.