Vision and values of the tourism industry

My wife's family have had holiday homes and have lived in Malta for more years than I care to remember. Now I, too, have succumbed to the many charms of the Maltese islands and its people, and visit regularly for my "fix" of Maltese life. The islands are a great asset to the Mediterranean, and one of the region's crown jewels.

I was in Malta and Gozo for a few days at the end of May and read with interest, in The Times, a report about the current state of tourism. The tourism minister reported that there had been a recent decline in tourism activity. No doubt there are many reasons for this, some of them global, but the minister should be worried since the Maltese islands have become more and more dependent on this for economic growth and employment opportunities.

The minister holds one of the most important portfolios of any of his ministerial colleagues. I'm sure that this fact is not lost on him and means that the goal of sustainable tourism must be a critical one. An impossible task? Well, only if the minister fails to learn from the experience of other countries - successes and failures.

Although I have submitted to the unique character and culture of the Maltese islands, I am not blind to its faults either. And it is because I love the islands, and because of the downturn in tourism, that I am moved to write this letter.

There are a number of things that worry me. Firstly, the rate at which the traditional architecture is being destroyed only to be replaced by some of the most unsympathetic building and development I have ever seen. This trend must be reversed before it is too late and all is lost. On average over 60 per cent of all visitors to foreign countries give heritage as their main reason for overseas travel - surprisingly, not sea or sun. Destroy the built heritage of the Maltese islands and fewer people will come.

Secondly, the landscape and coastline of the islands is some of the most beautiful and unique in the Mediterranean region, and yet there continues to be pollution and tipping on a scale which should not only be unacceptable in principle but totally unacceptable in a country which wants to develop its tourism industry and protect its environmental assets for future generations. The ministers for tourism and the environment need to be at one in dealing with this and I hope that Malta's recent membership of the European Environment Agency (EEA) will help to deal with these pressing issues.

I have other concerns too. Malta is not making the most of its leisure facilities. The Marsa sports club, comprising an 18-hole golf course, tennis courts, cricket pitch and the infrastructure which supports it could be a real honeypot. Together with the nearby racecourse, the whole complex could be a top class leisure facility attracting investment and generating income for the economy. As it stands, the site remains one of Malta's best kept but underdeveloped assets.

Imagine - first rate sports facilities, restaurants, bars and other social facilities integrated into a venue that could have a European reputation for excellence. It could meet both elite sport, amateur sport, and local and visitor recreational needs. At the moment, for a newcomer, the place is hard to find and one is greeted by a rather unimaginative and out of place children's play area near the entrance. It seems to lack focus and a sense of purpose. It certainly doesn't match its potential.

Then there is the question of language. I do hope that the Maltese islands will not go the way of Scotland and Wales in the UK, and gradually lose touch with the native language. Promote it; cherish it; reduce the extent to which English is dominating shop signs, hoardings and all other forms of communication.

In the UK the phrase 'dumbing down' has common currency. It means lowering of standards in all areas of life. It's an unhealthy trend which is destroying cultural diversity and the goal of excellence. So, don't let your holiday resorts adopt the "kiss me quick hat" culture which has spoiled so many holiday resorts in Britain.

Bingo in Bugibba and elsewhere?! Believe me you don't need to do this. Malta should enhance and capitalise on what it can do best - its landscape and coastline; its archaeology and history; its beautiful language; its lovely climate and the unique architectural features of its churches and public and residential buildings. All it needs is a more sensitive planning regime which recognises the need to conserve the best of the past while recognising the need to modernise by investing in high quality leisure and other facilities. In other words - sustainable development for sustainable tourism.

The Maltese islands are unique. I just hope that the characteristics that make them so will be valued. To my mind the secret to successful tourism is a combination of vision and values. If ever there was a driver for sustainable growth in tourism in the Maltese islands it is the pressing need to conserve the heritage and culture, protect and clean up the environment and sensitive development of the leisure infrastructure.

Oh yes, and by ridding the islands of those awful timeshare people who accost folk like me in the street. They do nothing to enhance the reputation of Malta's tourism industry.

Mr Reeves is executive director, the Chartered Institution of Water and Environmental Management, London.