What our clientele deserves

The meaning of clientele as defined in the Oxford dictionary is "the customers of a shop, bar or place of entertainment". Allow me to extend this meaning and to modify it to read "the customers of any service provider who derives direct or indirect benefits from such persons".

I sincerely value suggestions and it is our duty to act in the areas within the government's competence. However, we also realise we alone are not solely responsible for providing a 5-star Product Malta we all dream about.

Back to basics; let's build upon a solid foundation by recognising our collective responsibility. Hence Brand Malta - a concept that has perhaps not yet been communicated well enough and hence the subject of derisory remarks. Do we need to reinforce the message? I will let the reader judge through a series of practical and everyday examples we have been exposed to in the not too distant past.

1. Walk into Valletta - plenty of workers, shoppers and tourists alike do so. We are welcomed by an oil-covered thoroughfare from commuting buses, taxi drivers washing their vehicles and discharging soapy water along the main entrance to Valletta. An eyesore - indeed yes? Does the government need to come down hard by regulation or is self regulation and individual responsibility the way forward?

2. Paceville - the comments about how filthy the place is. Is this the government's doing? Let us not forget that legislation governing catering establishments stipulates that waste cannot be left outside the premises and that swill needs to be collected by licensed operators. The producer responsibility is a salient principle enshrined in waste management practices.

3. Public areas - the littering malaise. The government has tried to legislate and has kept its commitment in ensuring a considerable number of man hours of patrolling (240 per week to be precise). But have all local councils supported this initiative?

4. Building sites - the building industry is one of the most prolific on the island and with it should come a sense of corporate social responsibility. Does this happen if the sector is not prodded? No!

The government will have to introduce legislation to ensure that construction sites do not degrade the areas and do not cause an inconvenience. My colleague George Pullicino, who is piloting these regulations, clearly shows the government's commitment to shape up our island. My ministry will have the right to veto any construction work during the tourism season. Is this the level of regulation we want?

5. Our beaches are an asset to the tourism industry. We have gone to great pains in the development of St George's and now to the perched beach at Qawra. Super 1 promptly pointed out that the beach was closed due to a sewage overflow. Everyone would think that the main (read the government) sewerage system was at fault. No it was a sewage pipe from a couple of boathouses that gave such bad publicity and could have wrecked the experience of a few of our clients.

6. Over the past years we have witnessed the increase in culinary delights thanks to the efforts the government has put in developing places like the Valletta and Cottonera Waterfront. Restaurants must maintain the standard through which they sell their own venue - well yes their Brand - serving others must not be seen as demeaning but as one's pride and joy of what Product Malta can offer. And let's be fair with the prices and the quality.

7. Manners - we have branded Malta on three pillars one of which is hospitality. Let's show it towards visitors whether we are the check-in staff at the airport, the crew on the plane, the car hire agents, the restaurant and hotel staff, the shop assistants, the bus and taxi driver and the man in the street who is asked for directions. Let us make that little effort that makes the difference.

The tourism industry has a direct benefit to thousands who are directly or indirectly dependent on it. It provides a livelihood to so many families who would be otherwise in jeopardy if the collective effort of us all does not make the difference the tourist is expecting to fulfil his experience. Remember we are not competing between local establishments but we are competing against all other nations. We have to lead, we can lead - we have always risen to the occasion. Let's do it now and change some of our attitudes!

Failing this, what scenario should we look at? One that favours very heavy regulation rather than self regulation? The second form of regulation requires the responsibility of each one of us to strive towards one common goal - securing our tourism industry's sustainability. Brand Malta is all about that. It enshrines the concept of collective responsibility putting forward the message that, yes, you matter.

The author is Minister of Tourism and Culture.