The 'brand' includes the environment (1)

Much has been said about Brand Malta and how one can improve the tourism industry in our islands. In a desperate attempt to try to give a spark to the industry, the minister has set up a committee made up of the major stakeholders in the sector. Brand Malta's tripod will focus on heritage, diversity and hospitality.

All these prove a good element to put the product on the right track. At this point, however, one should take note of a very important element - one that nearly all tourists mention when they are asked what they find disappointing about Malta - the environment.

Our country has remained in a dirty and shabby state for years. It seems that the environment is one of the few areas that we Maltese have never been able to handle after our independence.

Moreover, not only have governments not been able to commit themselves to improving the environment, but what is worse is that we keep making the same mistake of turning our country into a total building site with cranes marking our skyline, dust particles flying everywhere, and truck after truck with rubble and stone in every street.

While Minister Zammit Dimech tries to save the product, the rest of his colleagues swiftly approve another 2.3 per cent increase in development. A complete contradiction - just like the issue where we have one minister trying desperately to increase trees in our islands through the 34U initiative, and another trying to remove them from Castille Square. One wonders whether all are pulling the rope from the same end!

One look at our coast, and here again we see a shabby state of affairs - illegal boathouses mushrooming everywhere, our few sandy beaches taken up by kiosks and umbrella operators.

At times we seem to make the news with MEPA pulling down one or two illegal buildings, at the same time dozens are mushrooming everywhere, while others take legal action to protect their illegal buildings.

The law enforcement arm is weak. No government, so far, has seen fit, or really cared, to invest in this badly needed force. The ALE is understaffed and has been for years. The few Green wardens focus on cigarette butts.

Tourists come here to enjoy an island experience. Islands like Malta and Gozo have a lot to offer: history, culture, and that Mediterranean environment - something that maybe some of our competitors lack, yet we do not appreciate our history.

This is demonstrated thorough a track record of vandalism on our heritage and a complete disregard of our biodiversity. Tourists enjoy islands for their uniqueness and do not come to see dusty building sites, concrete and shabby coasts, some irresponsible hunters or bus drivers who swear at them.

They want to see the rural parts of the islands, our villages, our beautiful land and marine environment and perhaps a walk in the countryside (the few places we have left).

We have to act fast if we want to save our economy. We need to clean up and protect our environment. We have to stop thinking of projects that eat up our natural heritage like the mega developments in Hondoq Ir-Rummien and Ta' Cenc.

The same goes for golf courses and marinas in scenic bays. Let's all work together and this must include our politicians as well. After all, they are the ones who take the decisions.