We have long now been clamouring for substituting quantity tourism with quality tourism. But can Malta become a yardstick of quality, since we still aren't used to an environment where excellence is expected?
It is pivotal to determine the top factors that influence the quality of a tourism destination. Among those, Malta definitely has some of those factors that could be better exploited. Local history and culture could form the backbone of a niche of heritage tourism. Our climate and weather is another such factor. Last, but not least, conference travel costs and transportation should also be factored in. Affordability doesn't mean cheaper destinations are always preferable.
It is imperative to have proper connectivity to ensure ease of movement from one point to the other or from one attraction to the next.
Still, in the pursuit of higher-quality tourists, we need to make sure to maintain a diversity of tourists and local businesses. In pursuing a quality over quantity-based tourist strategy, we risk excluding local mom-and-pop businesses from tourism development and heightening destination inaccessibility for lower-income groups.
More destinations, however, are chasing fewer but higher quality tourists instead of raw visitation numbers. Hawaii, Singapore, Hong Kong, Cyprus and Bhutan are some examples. We cannot afford to continue taking a wait-and-see approach to see how other destinations implement such a strategy.
Quality tourism is all about enriching experiences and giving back to the places visited rather than just taking from them, something that eco-luxury travel embodies perfectly. Many in Malta today are tired of mass tourism traps and have embarked on figuring out how to balance sustainability with high-end experiences.
I mentioned Bhutan. Today, it's a whole high-value, low-impact philosophy, which means fewer tourists and more authenticity. The country even measures success by Gross National Happiness, truly a refreshing innovation. When you're there, you're not just another body filling up a resort. You're immersed in the culture, history and spirituality while keeping your environmental footprint in check and helping to augment this small country's national economy.
Then there's New Zealand, which is like Mother Nature's VIP lounge. Their "Tiaki Promise" encourages visitors to care for people, places and culture while experiencing its jaw-dropping landscapes. You're not just a tourist; you're a caretaker. And if you can swing staying in one of the eco-lodges there, well, you're in for a treat that's both indulgent and ethical. Quality tourists do not flock in their millions to this country, but its national coffers do fill up with billions of dollars from quality tourism.
Costa Rica is another pertinent example. It can boast of ecotourism. It's committed to protecting its biodiversity while offering luxury stays like eco-lodges nestled in rainforests. There, one pays for more than just comfort, as one would be funding conservation efforts and supporting local communities.
Closer to home in Europe, Slovenia is quietly making waves in quality tourism. Named the world's first green destination, this country is not concerned about packing in crowds but about offering deep connections with nature. It's got everything from glamping in the Alps to farm-to-table dining experiences that'll make one feel like you're eating in Mother Earth's kitchen.
In the past, a big focus was on increasing the number of visitors. More visitors meant more success. "Heads in beds" was the game. However, it's time now for Malta to be focused on high-quality or high-value visitors, which is largely just a substitute for a high spender. We're basically talking about higher-income travellers versus lower-income travellers.
Beyond having a higher income, higher-quality tourists supposedly have other characteristics beneficial to Malta as a destination when they visit. They are more likely to spend their money and time at a variety of cultural and cuisine attractions and be more mindful of their impacts.
High-value visitors would be more interested in experiential tourism, buying local high-quality crafts, going to museums and cultural events, and more likely to attend a cultural performance. They would be ready to pay for the services of a tour guide because they would really want to learn, as opposed to the ones that just really want a selfie.
One driver of the strategy pivot is economic growth. Our government must start seeing attracting high-quality tourists as essential to the initiative's success. A bigger impetus for pursuing a quality-based strategy has been community demand to reduce tourism's negative impacts, and this is why our government and private stakeholders must combine their efforts in response to communities frustrated with congestion, environmental damage and other adverse consequences.
It's high time we attract the right kind of travellers, the kind that's going to spend more money and be more respectful of the people they are visiting. Achieving a quality-based strategy accomplishes three things: overtourism mitigation, ensuring sustainability and community inclusion.
In the long run, our goal should be to create high-value experiences for visitors and well-paying and professional jobs for our citizens. High-spending tourists often forgo tourism stakeholders like homestay hosts, tour guides and other local tourism participants. They typically stay in traditional tourism areas, hotels and resorts. In contrast, budget tourists, like backpackers, often do the opposite.
Tourism quality must no longer be considered a value-added characteristic but rather configured as a strategy of the tourism sector in the face of new market challenges. Within the quality, there are two important aspects to consider: the expectations and service received.
Will Malta succeed in making the grade?
Dr Mark Said is a lawyer