I am hugely encouraged by the debate that has ensued since my remarks last month that Malta needs to take bold steps to reach the next level of excellence.

Moving away from the mass market and embracing quality tourism is, I believe, vital to our long-term survival in a hugely competitive market.

Lest I be misunderstood, I am not trying to be elitist.

Yes, Corinthia intends to transform the site currently occupied by its hotels in St George’s Bay into the finest six-star development in the Mediterranean. But I do not for a minute think that, by aiming higher, Malta should do away with its three- or two-star hotels. Quite the contrary. What I passionately believe is that the whole country should be looking to improve the product it has to offer.

We are a relatively modern nation that has made great strides since Independence. Without any natural resources, we built a successful economy. But we need to be alert to a very real danger that if we do not seize the opportunity before us to improve our product, we will regress in every walk of life – not least tourism.

That’s why I’m saying the time has come for us to sever our connections with cheap destinations. Let’s be frank about this: we will never match them. We cannot pay low wages. Nor can we, as is done in Dubai or Singapore, use cheap labour from surrounding countries to achieve excellence.

If we try to emulate the cheap destinations, we will end up being constantly conditioned by others while at the same time becoming uncompetitive.

The first thing we need to do is recognise that we have not yet achieved the lure of places like Costa Smeralda, which draws the rich and famous. Our marinas are peppered with large yachts but their owners rarely spend any time here. The stark truth is that we’re not sophisticated enough for them.

Yet Malta can be on this level. We have attractions that no other destination in the world can offer. Our nation is safe, we have climate, we have location – we are not too far north or south – we have Neolithic temples, the Hypogeum and wonderful historical cities. We have the most beautiful sea, and we have a culture that’s unique, supported by good family values. These are wonderful assets we should use to our advantage.

If we do not seize the opportunity before us to improve our product, we will regress in every walk of life – not least tourism

But we need to take better care of our country. We must improve our facilities and infrastructure, and we must provide better service. We must make turning Malta into a jewel our prime objective. It will take time and hard work, but with everyone’s input we can achieve it.

In fact, we have already achieved it in certain places. Look at Mdina 10 years ago and compare it with today. It’s become a gem. This is also happening in Valletta and the Three Cities. Why can’t we do it for the whole island?

The government has an important part to play in this, but that in itself is not enough. We must appeal to each and every person to have pride in their work and their country.

I often tell my colleagues that management is not about being a policeman. That only serves to create inefficiency. Each employee’s conscience must be his own policeman. Each employee must feel part of the family. This is how we will get the best out of people, because family – where people help one another – is a notion that is close to every Maltese heart.

I would like to see this mentality elevated to a national level and am convinced we can achieve it in a small country of just 400,000 people.

If there is a concerted effort – by the associations, unions and everyone else for that matter – to make Malta a top class destination in the next decade, we can completely rebrand the island. I am not seeking to impose my opinion. But I am Maltese through and through and want to see my nation progress. I want to see product Malta move forward as it did when it first started 50 years ago.

The whole of Maltese society stands to benefit from having a better product. Hotels at every level will be able to charge higher room rates – as is the case in several countries abroad – which will in turn drive up the salaries of our people to bring their standard of living closer to that of the well-off northern European countries. Isn’t this what we all want?

If we continue to think cheaply, we will remain conditioned; whereas if we reach for the next level and aim for the best, we all stand to reap the rewards. I promise that Corinthia will play its part, but the country can only succeed if everyone is on board. Let’s all move forward together.

Alfred Pisani is chairman of Corinthia Group.