One of my favourite expressions in Maltese is x’hemm ġdid, which, literally translated, means what’s new. This expression denotes an eagerness for change, a willingness to move away from the status quo.

In truth, change happens whether we like it or not. Whether it is for better or worse depends on how much we are capable of harnessing the opportunities that exist around us.

Our tourism industry is proof of this. Over the past 50 years we have sought to reinvent ourselves, change our model to continue to remain relevant and competitive.

When we took things for granted and reacted slowly to the changes in the market, we suffered the consequences. We lost business. The last time this happened was post-September 11, 2001.

We failed to react to the radical transformation that took place, most notably the rise of the low-cost phenomenon. Our competitors reacted faster and saw their business grow. Our business took a downward turn until we took the plunge and realigned ourselves with the new business model.

In 2006, low-cost airlines were introduced into our tourism equation and, equally important, steps were taken to put Malta on the internet marketplace. Since then, we have seen our numbers grow year on year. What are we doing today to ensure that we remain competitive as a destination for years to come?

The previous administration had applied with great success a three-pronged strategy.

It worked on improving accessibility to and from Malta by increasing the number of airlines and routes to Malta. It opted for a more focused marketing strategy that relied more on the new rather than the traditional media. Thirdly, it invested significantly in Malta’s tourism product.

That strategy was successful in bringing about substantial increases in tourism arrivals, earnings and bed-nights. But is this strategy enough to guarantee continued success? Or is it time to start looking for a new paradigm shift for our tourism industry?

The conservative thinkers will tell you not to change a winning formula. We are still seeing year-on-year growth. Any drastic changes could harm that growth.

Others are saying that, in some way, we are becoming a victim of our success. Tourism has grown so much that we need to change our focus and stop thinking about growth and focus on quality instead. This line of thinking emerges every time our tourism performance peaks.

The fact is that, whether we want it or not, things are changing as we speak and we would be foolish to not cash in on the opportunities that exist or to ignore the challenges that lie ahead.

It is the mix of past and present which makes us appealing

I will point out one opportunity and one challenge. Beginning with opportunity, we have three important milestones coming up. Next year is the 450th anniversary of the founding of our capital city. The following year, Malta will take over the European Union presidency and then, in 2018, Malta will host the European Capital of Culture.

The combination of these three events presents a unique window of opportunity to establish our country as a destination of choice for the cultural tourist. We can use these events to create, like Liverpool and Barcelona before us, a lasting legacy.

We can finally stop being the Mediterranean best kept secret and become known for what we truly are: an island that is steeped in history and culture, yet, has a pulsating contemporary feel. It is this mix of past and present which makes us uniquely appealing to the culture tourist. We have what it takes to establish ourselves on the radar of these travellers.

This will not happen unless we plan and work for it to happen. It will not happen unless we get our act together and put forward a professional, coordinated programme covering the three events.

I am not seeing this happen or, at least, not happening with enough vigour. With every day that passes, this window of opportunity is starting to close.

Now for the challenge.

Malta is a safe destination. However, we are living in surroundings that are becoming increasingly unsafe. Is it not sensible to start thinking about increasing the level of security, especially around our most popular and frequented tourism sites?

I am no security expert but I do get the feeling sometimes that we are being a touch too complacent about our security.

Finally, as the new PN spokesman for tourism, I want to make it clear that I have only one item on my agenda: taking tourism forward.

I see no gain in politicising tourism issues. I want and will be working hard to help take our tourism game to new heights.

I want to be a voice that carries the legitimate concerns of our tourism stakeholders. More than anything else, I want to make sure that we keep asking that all important question: what’s new?

Antoine Borg is PN spokesman for tourism.