What direction... tourism?

While browsing the Internet I came across a rather abridged document concerning Malta's primary socio-economic activity, tourism. This 22-page report was produced by the Opposition Labour Party as part its manifesto for the general election campaign.

"Ah!" I thought, "this may hold the key to our solution of the marketability and development of tourism!"

Like many reports that have been produced over the years, this one lacked a certain thrust to push forward new ideas and innovate - we tend to prefer recycling old policies and ideas without really coming to grips with the whole tourism product and service; we try and enclave tourism and create a major pressure point rather than diversify our product by offering a variety of culture, traditions, characteristics and history.

We tend to promote these islands as some mass tourism destination instead of the niche market that would be more sustainable... in other words, we have not yet fully comprehended the real industry and what our main competencies are. But I will now try to explain just how I came to these conclusions by reviewing the report in this article.

I have taken the MLP report as an example, there are proposals that could be feasible but there are others that may be considered unsustainable. The opening lines of the document, entitled: Pjan ta' Bidu Gdid ghal Bugibba, Il-Qawra, San Pawl il-Bahar u x-Xemxija (A Plan for a new beginning for Bugibba, Qawra, St Paul's Bay and Xemxija), already gives one the impression that the intention is to concentrate all (or most) of the tourism development around an already overcrowded and overburdened region.

Our main competencies throughout the centuries and in more recent years has been the islands' strong diversity in attractions - from the different village festivals to the unique, historical buildings that create a particular interest in this Mediterranean destination.

The plan to focus all tourism activity in one area would certainly not do justice to those who have invested in attractions and tourism-related businesses in other parts of the island; neither does it do justice to the perception that these islands are more than the sun and sea destination that we had mistakenly projected over the past 30 years!

The report also states that any report on the redevelopment of the St Paul's Bay area has to be built on reports by tourists themselves. This statement is totally in conflict with the main principles of sustainable development since it should be the local population who decide what quality of life they prefer and how they intend to develop their tourism industry.

These islands have been attracting over a million visitors now for the past decade and I would imagine that any future plans should be looking at the sustainability of the present markets.

The tourism industry changes, as with most other activities, according to market forces and opportunities. Any destination that wants to retain or increase its market share needs to change its strategy and policy - we need to learn to think outside the box.

By developing and concentrating on an already developed and mature enclave, we are erring very much to the side of caution... we are also showing a lack of real innovation and initiative!

The report also includes a background to global and regional developments, but here again, we need to look realistically at our competitors. For over 40 years we have lived under the misconception that our main competitors were Spain, Greece, Tunisia and Italy - countries that attract between 30 and 40 million visitors per year.

These countries have the ability to negotiate with tour operators using economies of scale, and have also experienced the mistake of over-indulging in the numbers game and stretching their resources to the limit.

We must reconsider our markets in line with our most sustainable figures as specified in the carrying capacity report published some years ago - figures that are based on common sense and developing unique selling propositions, not in trying to solve inadequacies of increased bed stock and an inferior service mentality by opening the market to anyone and everyone without creating that brand and particular niche of Maltese holidays.

Entrepreneurship is an important factor in successful development of the tourism industry, and this should be based on innovation and initiative. Over the years, many of our so-called entrepreneurs have lacked the foresight that gives consumers and clients a quality service and product.

In terms of food and beverage, we have become an island dominated by three principal dishes: pizza, pasta and burgers. In terms of products, there has been some improvement in variety and quality here but, in both cases, we must ensure that we change; we must create new products, services and ideas for the consumer.

The report goes on to name a few reasons why tourism in the Bugibba area has degenerated over recent years. Many of the reasons given are not connected to the tourism industry but to a lack of civic responsibilities, an issue that has already been addressed, one must add, with some success, over the past few years by the government.

If we are to consider the lack of restaurants, areas of entertainment and cleanliness as reasons why the Bugibba area is no longer that popular, I could conclude that my thesis about the lack of innovation and ideas by the entrepreneurs is to blame here!

It may look like a catch 22 situation, but the truth is, if you want to succeed in business, you need to know your market and study the ways in which you will attract clients. Stagnation is a good candidate for failure in business and mature markets need to change!

But the report also acknowledges the fact that a joint committee has already been set up to include most business representatives as well as the local council to encourage the continued regeneration of the Bugibba area; it also acknowledges the positive reaction, which many businesses have about such projects as the perched beach (albeit one that may have induced some controversy in the past!) and we must not forget the infrastructural work that has been done and is being planned in the area.

The report also suggests that there is an increase in businesses, such as hotels and restaurants in the area, and, here again, I feel the emphasis needs to be on consolidation and a continued enhancement of the area rather than expansion of the outlets!

We are reaching a point in many localities where many businesses are offering the same product or service (one clear example that comes to mind right now is the pastizzeria!) within a small distance of each other.

I believe we need reports that offer sustainable solutions to tourism in Malta and Gozo. The report makes no mention about the tourism plan that has been published by the Ministry for Tourism and Culture for the 2007-2011 and I would have expected, as a tourism professional, to see more commitment to ensuring this national policy be implemented by all political parties.

The report also seems to ignore the promotion of tourism in the shoulder months and off peak periods, preferring to concentrate on the development of a summer destination. Tourism, as I have always upheld, is a national industry and knows no political boundaries - it needs to have continuity to succeed; it needs to be inclusive and it needs to be sustainable.

Mr Zarb is a tourism journalist and vice-president of the European Union of Tourism Officers. He is also president of the Malta Tourism Society.