It is increasingly evident that a main drive to propel tourism has to be on the cultural sector. It is the main area which differentiates the Maltese Islands from their main competitors. Other Mediterranean islands and countries, like Sicily, Cyprus and Greece, have a great deal of heritage. They exploit it very intelligently in their international advertising, to a degree which Malta is nowhere near as yet.
That is a pity, for our own heritage is second to none, especially in terms of its concentration in such a small space. No other Mediterranean tourist attraction can boast of magnificence of the like of our megalithic temples. Nor of the scores of fine churches scattered across the islands.
Visitors will continue to come to Malta to enjoy our sun and sea, and they will remain an important and welcome part of our overall tourist structure. But practical experience persistently shows that growth has to come in other areas. They will complement the sun-and-sea resource, but with distinct features of their own. There remains ample space for serious diving to grow, if the authorities show more focus on the specific needs of the sector.
Language tourism should also increase. There is much muttering regarding the extent to which the multitude of youngsters who throng particular parts of our islands during the summer months are a positive factor. Some see them as a bit of nuisance, echoing examples of grumblings by older tourists and residents alike. Nevertheless, the students provide good business for the three- and lower four- star hotels. They also represent the possibility of publicity in their countries and return visits in future years.
The sector also has particular opportunities which have yet to be properly exploited. They lie in the provision of language experience (teaching may not be the right term here) to European grown-ups who wish to improve their command of the English language. Business letters and e-mails from non-English European businesspeople, as well as conversations with them demonstrate the extent of the potential to target the adult language sector.
The conference sector could be a link, in this regard. Aside from further development through the marketing by the five-star hotels, this sector could be more extensively tapped through stays which include language training as part of the core attraction.
These and similar areas have a higher potential than is currently utilised. Yet in each of them one cannot say that there is a distinct competitive advantage over other destinations. Certainly not the extent that there is a comparative lead in the cultural sector. It is good, in this specific context, that Culture and Tourism are in the same portfolio.
Francis Zammit Dimech has had more than a big share of whacks at the way tourism has performed in recent years. One has to say, too, that he has not been well served in areas which are outside the direct responsibility of his Ministry, leaving him to bear the brunt of harsh criticism levelled by so many of us.
In the cultural sector it is quite another matter. The minister has a more direct bearing on initiative and outcome, and Dr Zammit Dimech brings flair to both aspects. He may need to step back a foot or two from centre stage, letting the relative success or failure of an event to speak out more for itself. But he brings exuberance and focus to the sector which deserves to be recognised. Thereby too, the minister is well placed to give stronger impetus over the remaining life of this government to an aspect of the cultural scene which is becoming more and more exciting.
For, while the physical heritage stands out and towers over the Mediterranean, very steadily we are becoming far more than a sneeze in the visual and performing arts. There is much to promote in those areas, and the influx of big names from abroad to perform here helps to demonstrate at first hand the standards that need to be reached.
It is also an area where this generation is particularly blessed. It has given to Malta, and to the world, Joseph Calleja, the lyrical tenor who has taken the opera universe by storm. Joseph gave a reminder of his marvellous talents on Friday week in a performance hosted by Renaissance Productions who represented him at the time.
Along with the equally excellent soprano Titjana Lisnic, his wife, Joseph celebrated his first decade on stage in an unforgettable concert at Mdina's cathedral square under the baton of another Maltese celebrity, Maestro Brian Schembri.
There to see for all of us who were lucky to share in the experience was the finest example of what Malta has to offer to the world. The performance was beautifully described by Cecilia Xuereb in The Sunday Times (July 15), who presented her readers with a fine critical analysis which many will probably cut out to retain along with the concert programme. Joseph cannot give many performances in Malta, such is the international demand for his services, and for those of Titjana.
Still, he remains quintessentially Maltese and deeply in love with his mother country. The couple have their main home in Malta and return here as often as their schedule permits them. One can probably look forward to at least one performance a year by them.
They did that on Friday week, packing an audience of no less than 3,000 in Mdina's main square. There were some who grumbled that the seating was too close for comfort.
It was not that bad and who would have traded being left out of the memorable occasion with a slight discomfort, anyway?
While Joseph Calleja and Titjana Lisnic cannot be in Malta as frequently as their many admirers would wish them, Mdina and other locations are here for always. The Mdina residents may not wish to have too many of their evenings taken over, but surely, with good planning and proper consultation, they would wish to share their good fortune with others - including foreign visitors who would be keen to follow a well-prepared Maltese cultural calendar.
There are other venues, including - subject to exceptionally careful use - the megalithic temples themselves. Truly, Malta can differentiate itself in the cultural sector, combining the inevitable commercial lure with love and care that must go beyond any profit motive. And, as our very own international tenor matures he offers the opportunity for a branding approach that could strike many a chord abroad. How about: Malta, Joseph Calleja's home?
That is a pity, for our own heritage is second to none, especially in terms of its concentration in such a small space. No other Mediterranean tourist attraction can boast of magnificence of the like of our megalithic temples. Nor of the scores of fine churches scattered across the islands.
Visitors will continue to come to Malta to enjoy our sun and sea, and they will remain an important and welcome part of our overall tourist structure. But practical experience persistently shows that growth has to come in other areas. They will complement the sun-and-sea resource, but with distinct features of their own. There remains ample space for serious diving to grow, if the authorities show more focus on the specific needs of the sector.
Language tourism should also increase. There is much muttering regarding the extent to which the multitude of youngsters who throng particular parts of our islands during the summer months are a positive factor. Some see them as a bit of nuisance, echoing examples of grumblings by older tourists and residents alike. Nevertheless, the students provide good business for the three- and lower four- star hotels. They also represent the possibility of publicity in their countries and return visits in future years.
The sector also has particular opportunities which have yet to be properly exploited. They lie in the provision of language experience (teaching may not be the right term here) to European grown-ups who wish to improve their command of the English language. Business letters and e-mails from non-English European businesspeople, as well as conversations with them demonstrate the extent of the potential to target the adult language sector.
The conference sector could be a link, in this regard. Aside from further development through the marketing by the five-star hotels, this sector could be more extensively tapped through stays which include language training as part of the core attraction.
These and similar areas have a higher potential than is currently utilised. Yet in each of them one cannot say that there is a distinct competitive advantage over other destinations. Certainly not the extent that there is a comparative lead in the cultural sector. It is good, in this specific context, that Culture and Tourism are in the same portfolio.
Francis Zammit Dimech has had more than a big share of whacks at the way tourism has performed in recent years. One has to say, too, that he has not been well served in areas which are outside the direct responsibility of his Ministry, leaving him to bear the brunt of harsh criticism levelled by so many of us.
In the cultural sector it is quite another matter. The minister has a more direct bearing on initiative and outcome, and Dr Zammit Dimech brings flair to both aspects. He may need to step back a foot or two from centre stage, letting the relative success or failure of an event to speak out more for itself. But he brings exuberance and focus to the sector which deserves to be recognised. Thereby too, the minister is well placed to give stronger impetus over the remaining life of this government to an aspect of the cultural scene which is becoming more and more exciting.
For, while the physical heritage stands out and towers over the Mediterranean, very steadily we are becoming far more than a sneeze in the visual and performing arts. There is much to promote in those areas, and the influx of big names from abroad to perform here helps to demonstrate at first hand the standards that need to be reached.
It is also an area where this generation is particularly blessed. It has given to Malta, and to the world, Joseph Calleja, the lyrical tenor who has taken the opera universe by storm. Joseph gave a reminder of his marvellous talents on Friday week in a performance hosted by Renaissance Productions who represented him at the time.
Along with the equally excellent soprano Titjana Lisnic, his wife, Joseph celebrated his first decade on stage in an unforgettable concert at Mdina's cathedral square under the baton of another Maltese celebrity, Maestro Brian Schembri.
There to see for all of us who were lucky to share in the experience was the finest example of what Malta has to offer to the world. The performance was beautifully described by Cecilia Xuereb in The Sunday Times (July 15), who presented her readers with a fine critical analysis which many will probably cut out to retain along with the concert programme. Joseph cannot give many performances in Malta, such is the international demand for his services, and for those of Titjana.
Still, he remains quintessentially Maltese and deeply in love with his mother country. The couple have their main home in Malta and return here as often as their schedule permits them. One can probably look forward to at least one performance a year by them.
They did that on Friday week, packing an audience of no less than 3,000 in Mdina's main square. There were some who grumbled that the seating was too close for comfort.
It was not that bad and who would have traded being left out of the memorable occasion with a slight discomfort, anyway?
While Joseph Calleja and Titjana Lisnic cannot be in Malta as frequently as their many admirers would wish them, Mdina and other locations are here for always. The Mdina residents may not wish to have too many of their evenings taken over, but surely, with good planning and proper consultation, they would wish to share their good fortune with others - including foreign visitors who would be keen to follow a well-prepared Maltese cultural calendar.
There are other venues, including - subject to exceptionally careful use - the megalithic temples themselves. Truly, Malta can differentiate itself in the cultural sector, combining the inevitable commercial lure with love and care that must go beyond any profit motive. And, as our very own international tenor matures he offers the opportunity for a branding approach that could strike many a chord abroad. How about: Malta, Joseph Calleja's home?