Tourism and the genuine Malta

When tourists come to Malta on holiday many of them tend to spend most of their time soaking up the sunshine by a pool at their hotel or at the seaside. If they seek ‘culture’ they will generally head off to a number of well-advertised and, indeed, outstanding historic sites: the neolithic temples, St John’s Co-Cathedral, Mdina, Valletta and any number of museums and forts.

But they don’t really get to see the genuine beating heart of Malta. Now, Tourism Minister Mario de Marco has appealed for the island to make “better use of its unique character, heritage and attractions to entice more visitors”. Every town and village has something distinctive to offer, he said, at the start of discussions on a scheme to promote ‘authentic’ attractions outside the well known tourist areas.

He was speaking to delegates from four local councils in Malta and Gozo who presented tourism itineraries and attractions aimed at giving visitors an ‘authentic’ experience of their own communities. Another five local councils are working on similar plans as part of the scheme launched by the Malta Tourism Authority two years ago.

This is an imaginative and useful scheme that deserves to succeed. But it needs to be more widespread than seems to be the case now with only nine out of 68 local councils apparently participating.

It is not clear what funding support is being offered to local councils but the gains to Maltese and Gozitan tourism from such a scheme, as well as the potential economic benefits to local areas, could be significant. The overall winner will, of course, be the visitors and, ultimately, Malta’s reputation as a tourist destination.

The marketing of the ‘authentic’ Maltese experience will require careful definition and clever packaging. It will not work if it were to consist of a trip in a bus to a village or old town core with visitors dropped off and simply left to fend for themselves. Each visit must consist of an itinerary that focuses on the unique strengths, interests or characteristics of that particular part of Malta or Gozo.

It could be the baroque church with its own valuable treasures; the characteristic Maltese architectural features in the town or village core; participation in the local festa or other local cultural activity; a walk to a country chapel; a visit to the local monastery or convent; a meal or drinks in the local band club; typical Maltese food in a local restaurant; the town or village market day.

Every town or village in the Maltese islands can offer a range of interesting highlights based on any combination of these attractions. In an ideal world, what would bind all these features together to make the package ‘authentic’ would be the ability for the visitor to meet and get to know as many ordinary people going about their local activities as possible.

The trick lies in good organisation. The commendable objectives of the scheme will not be achieved without some form of financial pump-priming and initial advisory support.

Local councils must be given the incentive, and the advice, to draw up itineraries specific to their own locality, which can be centrally advertised and offered as unique, tailored packages.

Moreover, local councils must attract into the scheme as many members of their local community as they can muster. This is the best way to showcase the genuine and, thus far, hidden Malta, away from the bright lights of hotels and seaside resorts.