Malta’s hotelier extraordinaire, Alfred Pisani, is right: the island needs to take bold steps to proceed to the next level in tourism by moving away from the mass market and, instead, embrace quality tourism.
Some may quickly respond that this is easier said than done. However, someone with Mr Pisani’s vision undoubtedly know this. That notwithstanding, he is convinced, as are others in the industry, that in the long run the island stands to gain a great deal more if it attracts quality visitors rather than focusing on mass tourism.
It will not be easy to make the shift and the process will inevitably take some years but it can well be done if action is taken to start changing the mentality as from now.
Mr Pisani knows a thing or two about the hotel industry and tourism as, through his company, he has taken Malta’s hotel industry’s flag to a number of foreign cities. He puts it this way: “Our country now stands at a crossroads. We can either choose the easy route and tread down a path of mediocrity – in terms of our product, our behaviour, our ethics and our appearance – or we can be a shining example and show people what is actually possible.”
He is not underestimating the effort needed for Malta to make the leap forward. How can he when he must come across quite a few hurdles in his constant drive to expand his company’s business in Malta and abroad?
It is understandable that Malta had to go for numbers at first but, following the steady growth of the industry and the frenetic building development that has taken place across the island over the past half century, it is now time to change course and put tourism on a more sustainable footing.
Should we keep going for numbers forever or, as Mr Pisani suggests, aim to get the higher net worth traveller?
This is not the first time the subject has been brought up but Mr Pisani is adding force to the argument that the island should start going for the change now as this will be to the benefit of all.
He says: “Some people might say this is impossible. Yet, I would tell them it is not a choice but a necessity.”
The increasing pressures that mass tourism puts on the infrastructure may become too heavy for the island to sustain. In addition, further degradation of the urban environment will only lower the quality of life.
Does Malta have what it takes to draw quality tourism?
Despite all the haphazard development that has taken place over the years, the island still has enough attractions that can lure the higher spending tourists. Malta remains, in many ways, an unpolished diamond.
The process has to start with the formulation of policies and action plans specifically aimed at encouraging the shift away from mass tourism.
This will require, among other things, a carefully-designed campaign aimed at upgrading the hotel industry itself and improving the environment and standard of services, both in hotels and restaurants and in other areas as well.
Mr Pisani believes in the potential that exists in the proposed change.
He has turned his company, Corinthia, into a standard-bearer of excellence, not just in Malta but also in such key cities as London, St Petersburg and Budapest where, quite fittingly, his portrait was added to those of a string of personalities appearing in the cornice of the hotel’s grand and historic hall after its renovation.