Last week I was present at a knowledge-sharing conference, which turned out to be a lightbulb moment for those who wanted to see tourism rethink and redevelop, rather than continue with the same mistakes. At the same time there was a forum here that was more about trying to spread a feel-good sensation about how the industry was doing, without the critique and discussion to enhance tourism. But the real achievement, this year, for tourism was the fact that in eleven years these Islands have had no less than six Ministers for tourism!

This week I wanted to discuss the proposals for planning tourism policy and planning from next year, turning over a new chapter, looking at the repeated errors that were made over the last decade and turning these Islands into that destination of first choice for visitors who want to be here, instead of tourists who just happen to be here and simply add to the squalor and unsustainable environment.

The more I visit resorts here and study the behaviour of some (certainly not all) of the tourists, the more I feel that we are selling ourselves out to cheap, irresponsible guests who care little for the terms of the Global Code of Ethics laid out by the UN - Tourism. On the other hand, the tourism practitioners (again not all of them) are taking advantage of this glut of tourists and cutting out on proper hospitality and service. I have heard of tourists sharing apartments (supposedly as Air BNB accommodation) as unlicensed, insecure places.

Accommodation that should really be for six persons are used for ten or more persons. There is still the cheap, unattractive bistro and restaurant that does not take pride in professional cuisine and produces inferior dishes. These Islands have become far too tawdry and unattractive in the last ten years. But once again, here are my six suggestions that can be adopted by professionals with fresh ideas and outlook to tourism:

Planning and policy need to focus on the sustainability of tourism in terms of the economic, cultural and social factors that will create an activity that is not over-commercialized, quantitative and based on jobs rather than careers.

Tourism must be consid ered as a socio-cultural activity, not an industry, this will ensure that the real sense of hospitality and service will add value to the visitor experience.

The Government and authorities must learn to act as facilitators and coordinators, not managers of tourism. The management of tourism is the responsibility of the business and local community working to the integrated tourism planning process.

It is time we gave professionals the chance to act for the good of this activity, and we weed out the amateurs and those who still want their return on investment in the short term.

If we still want quality tourism, then we need to reconsider the whole manner in which we develop tourism - quality is not a buzzword, but reflects the standards we reflect through professionalism.

Finally, it is time to cut out the empty words and promises that politicians , Government and the authority blurt out about tourism and think globally and act locally. Now is the time for change.

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.