"Malta is fast reaching maximum capacity for tourists and the country has probably been 'too successful' at attracting low-spending concertgoers and cruise liner visitors," Malta Hotels and Restaurants Association (MHRA) President Tony Zahra said, pronouncing his serious concerns.

Zahra remains vehement about unregulated apartments being rented out as Airbnbs, which compete with traditional tourist accommodation while dodging tax and regulation.

He insists he has "absolutely no problem with Airbnbs," but says "the 4,000 units that are not complying have to be brought in line."

In his statement, PN's new tourism spokesperson Mario de Marco emphasised the major challenges that tourism in Malta faces today which we can summarise in one sentence: "We must not allow our own success to backfire on us."

"The biggest threat to tourism is over-tourism, and it is also the over-development taking place in the country right now," de Marco said. He made a similar comment when speaking about tourism in Gozo.

"On Gozo, we must be careful not to be a victim of our own success here, too. The scourge in Malta is already hitting Gozo. If Gozo simply becomes a mirror of all the wrong things we did in Malta, then there will remain nothing unique there that will pull people towards it," he said.

Istvan Ujheli, who hails from the Hungarian Socialist Party (MSZP), is the vice chairperson of the European Parliament's Committee on Transport and Tourism. He was in Malta as part of the Mediterranean Tourism Forum, hosted by the MHRA.

Asked for his opinion about Malta's tourism sector and the direction it should take, Ujheli warned that given that Malta is a small island, focusing only on mass tourism can be dangerous because it could lead to over-crowding which both the tourists and the people who live in Malta will grow to dislike.

"Malta has exceeded its carrying capacity in terms of tourism arrivals, and disorganised infrastructure and weak traffic management aggravate the problems associated with large numbers of tourists," Prof. Lino Briguglio told The Malta Independent on Sunday. 

All these comments, suggestions and cautions are settling on deaf ears except for Joe Muscat CEO Gozo Tourism Association (GTA). He told The Malta Independent that Santa Marija week this year, as per the norm, will be the peak of the tourism sector for Gozo. He said that Gozo was to reach or come close to its saturation point.

"It will be difficult to find accommodation in Gozo - it is practically all taken up," GTA CEO said.

Over a year ago, Joe Muscat stated: "Tourism is undoubtedly one of Gozo's main economic pillars. Gozo has always projected, marketed, and promoted itself as a different destination, based on its singular characteristics, natural and rural landscapes, and its chequered history."

But Muscat continued further: "Over the years, we have seen the foundation of Gozo's unique selling points being eroded. The hastened rate of development being experienced in Gozo is certainly of great concern. Members of the GTA expressed this concern in a recent survey they carried out."

"Gozo simply cannot afford to lose what sets it apart from other destinations," affirmed Joe Muscat and emphasised, "We believe that tourism in Gozo has a brilliant future, but only if we make significant changes. There is an urgent need to tweak, correct and adjust our present rate of development in order to safeguard the environment while improving both our infrastructure and the services we offer to tourists. The aim should be to attract better-quality tourism and high-spending tourists."

Everyone is smart enough to identify quality over quantity, but few seem to be ingenious enough how to resolve it. When asked how he would address these issues if he were the tourism minister, MHRA President Zahra implied there is currently no vision.

Gozo Regional Development Authority (GRDA) is only spewing out challenges, aims and suggestions. Similar to issuing of instructions about the colour and composition of deckchairs on the Titanic.

In the Gozo Regional Development strategy 2023 - 2033, this is what GRDA refers to sustainable tourism:

"Tourism related activities generate considerable income and employment in the economy of Gozo. Increased activity inevitably puts pressure on the infrastructure and the environment. Thus, it is essential that stakeholders place more emphasis on quality rather than quantity. This requires incentivizing and supporting a specific type of tourism while continuing to monitor to help minimise any undesirable consequences."

Goals: 

• Spread more the number of visitors to minimise excessive pressure on the infrastructure and the natural environment;
• Encourage the private sector to play their part in improving the Gozitan brand and product;
• Increase destination loyalty and encourage return visits;
• Shift from mass tourism towards higher quality tourism;
• Create new 'anchor' attractions and leverage existing ones.

Here, the GRDA knows fully that mass tourism is already infecting Gozo and that a shift to high-quality tourism is crucial. But how? 

According to a survey conducted by the GRDA and published in May 2023, 83% of daytrippers and 60% of overnight visitors to Gozo used low-cost airlines. 38.2% of the overnight visitors opted for 3-4 days. Their stay ranged from 36% in Hotel, 30.3% in B&B, 22.7% in rental apartments and 8% in villas/farmhouses. 

Diversifying an economy that depends heavily on mass tourism to attract high-spending tourists involves a multi-faceted approach. This may include Enhanced Luxury and Niche Offerings, Investment in Infrastructure and Services, Promotion of Sustainable Tourism, Encouraging of Cultural and Heritage Offerings, Developing Exclusive Events and Experiences, Marketing and Branding, Consolidating Local Businesses and Products, Collaborating with the Private Sector, Policy and Governance Support, and Diversification Beyond Tourism. Such a strategy needs resources, sacrifices and commitments, which can help curtail over-reliance on mass tourism, increase economic resilience, and encourage sustainable growth.

Economist Lawrence Zammit asserted: "The operators in the tourism sector made the definite choice to go for quantity and not for quality through their very strong lobbying in favour of low-cost airlines. They sacrificed Air Malta on the altar of Ryanair, ignoring totally the support Air Malta gave the tourism sector over its four decades of existence."

So can we turn the clock back? Can we create the right harmony between quality and quantity? The government should immediately consider how to provide all kinds of incentives and plans to entrench sustainable quality. Then maybe we can launch a real transformation process to establish an exclusive and viable tourism sector in Gozo. Let's all hope it's not too late!