This week the news was, primarily, dominated by statements by the Malta Hotels and Restaurants Association (MHRA) concerning over-tourism and unsustainable policies to tourism development. Well, what I can say, this is not news, I have been preaching this mismanagement of tourism for the past decade and yet the Ministry for Tourism insists on a quantitative policy for tourism rather than a qualitative one (another U Turn in the wrong direction, a year ago the same ministry wanted to promote quality tourism...now look at what they have achieved in tourism - dirty, bedraggled hordes of filth who urinate in the streets, tattooed yobs who get drunk and cause damage to private property and a destination where the character and landscape is being destroyed by corrupt developers). Now we see that the MHRA are frantic about these issues. I am afraid that they and we will have to wait till this island has a new and fresh government with a serious policy and plan for tourism and sustainability; a government that may have to consider the steps taken in Calvia , Majorca (1995) to reduce the tourism capacity and improve the environment and quality of life for locals and visitors. In other words tourism needs a proper rethink before developing further and restoring a decent socio-cultural activity.
Over the last decade there was a struggle to develop the islands' infrastructure, reduce the rural and natural beauty and fill every space with over 100,000 foreigners (apart from 2.9 million tourists per year); in other words there was a hunger for greed, driven by corruption. This has turned an idyllic destination into a hellhole, attracting people who had no ethics, principles or sense of responsibility. Now NGOs (including the MHRA - that was all in favour of attracting 4.6 million tourists per year, following a so-called carrying capacity study in 2023) are realizing their mistake. I have to say the inevitable: "I told you so, time and again, but you decided to ignore my warnings". Of course, we need a carrying capacity study carried out by professionals that is inclusive, focused and that reflects the picture now and the need for change starting at ground zero. I did see a picture of the announcement of yet another mediocre and unprofessional way to attract 14,000 tourists for an event (this reminded me of the festival held in Qawra some years ago that attracted drug dealers , sex freaks and uncouth persons - this was called "Lost and Found" and I did hope we had finally lost those sort of event); but , really, if the Ministry and the MTA think this is an innovative and wonderful way to promote the islands as a tourist destination, to me it confirms these authorities and the Ministry know NOTHING about managing tourism. I will give my six proposals for managing tourism and putting a hold to the spread of the dangers of over-tourism:
1. Tourism is not an industry that can be handled by counting numbers and revenue; it is an activity that is based on hospitality and service and should attract a visitor who is responsible, cultured and civic-minded. We must deal with the other visitor - the yob, the irresponsible lout, and the unethical by making it financially difficult and physically inaccessible for them to be here.
2. We have to learn that , as the host community, we have to set a standard of civic responsibility, awareness and behaviour. If we set this example then we cannot accept any less from visitors to the island. The first step needs to be taken by you, as the host community.
3. It is time we took action against the unethical and uncouth developer and the amateur and below-mediocre hoteliers, whose only interest is to "make hay while the sun shines" and look for short-term -gain. You need to build goodwill and a reputation again if tourism is to become a sustainable activity.
4. Looking at the islands today, ask yourself, the question: Would I visit a destination like this? Give yourself an honest answer - that is the start of real change. Most of you have already realized this situation, look at the number of people preferring a weekend in Sicily or Europe to one in Gozo or Malta.
5. It is time to question decisions by the MTA and Ministry for Tourism and seek clear and honest answers - the hard talk way, not the nimsy way most of our presenters of television and radio try to be gentle with politicians and authorities - straight talk and straight answers is the way to progress.
6. Finally, it is up to the visitor as well to do their part and put down what they really felt about the islands on sites such as Tripadvisor, name and shame those who failed to give any service or a sense of hospitality - we will thank you for this honesty.
By following these six 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 not the one who wants to be here. Travel and Tourism to these islands today is about quantitative gains for the greedy and uncouth. We need to put professionalism and hospitality back in the equation.
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.