The British tourism market (2)

Let me make it quite clear to Rosalia Mifsud (August 8) that we need to take a much better look at our product and our services before attempting to bring in low-cost airlines which, eventually, could have a very negative impact on our tourism industry. There are many benefits which low-cost airlines do have on destinations that have a clear strategy and policy towards tourism but I will not dwell on these issues in my letter today.

When I say we need a policy, I am referring to a national policy whereby all parties - local communities, local councils (when they understand the rudimentary factors of any tourism plan) as well as the private sector agree to develop a sustainable activity which preserves the characteristics and culture of these islands.

It is time we did our part for the industry; it is time we take a definite stand against the continuous development and redevelopment of these islands turning the small islands into a permanent building site. There used to be a saying some years ago that was a standing joke among tourists to these islands: It would be a lovely place to visit once it is ready! Now that joke is definitely on us.

We are developing sites that were built less than a decade ago, we are knocking down perfectly good properties (including hotels) without any rhyme or reason; we play lip service to the words - sustainable development and planning. It all started with the cowboy operations of the 1970s when Bugibba and Qawra were overrun with so-called builders and construction companies that really had no idea about development on any professional level - it was all part of the "get rich quick" attitude that prevailed in those days!

The mess that is Qawra reflects the same maze of strategies that form the fragmented activity we call tourism today! We try to please everybody and end up pleasing nobody because we have lost our ability to offer any sign of hospitality and service - from the taxi driver at the airport to the public officers in government offices - the term "service with a smile" has become "servile with a smirk".

Let us be warned - Malta and Gozo still have, I believe, a good opportunity for attracting tourists because of the unique character, history, culture and traditions that abound. They will still remain attractive because of the eight months of fine weather but we need to work together to change our own mentality. It is not the government who can change our sense of civic pride, it is through our own conscience that this is possible.

The inept ability of the building contractor to ruin a natural resource, the lack of foresight of residents who dump illegal waste anywhere they fancy and the foul-mouthed service operator or driver who insults the visitor simply for being here are qualities and values only we can discard if we really want to. The government today is doing its bit to improve the islands at great expense to the taxpayer. We have the duty to take great care of this infrastructure!

Ms Mifsud refers to the fact we should see fresh young faces rather than the loyal ones. We should be grateful that there are still a few who consider loyalty when they choose to holiday in Malta or Gozo! I think rather than trying to rally support from the businessman to a sort of "call to arms" we should be using the old adage as a warning to all those businessmen and entrepreneurs (as well as service personnel and local councils) who are not ready to innovate and change their policies on tourism - if you cannot stand the heat get out of the kitchen!