A fall in the number of tourists has once again set the tourism industry on edge. The impact of the recession and the fall in the value of sterling against the euro are making many Britons think twice before taking a holiday abroad and, if they do, many are choosing destinations outside the eurozone.

With tourism now being such an important revenue earner and employer, it is quite understandable that the industry does its best in circumstances like the present to push its interests to the forefront of the national agenda, as it did only a few days ago when the Malta Hotels and Restaurants Association called for more decisive action by the government and local councils on general cleanliness and the upgrading of the infrastructure.

However unpalatable this may sound to the government, and despite all the improvements made in recent years, the truth is that the island has still a long way to go in the drive to improve the island's image as a tourist destination. Any discussion on tourism often centres on marketing abroad, on the finance available for this, on airline seat capacity on routes of major importance to Malta and on the professionalism, or otherwise, of the industry in marketing itself and on the service it provides: all very important factors.

Yes, the quality of the "product", as the service is often referred to by the industry, is raised too and much talk and ink go into declarations of intent. However, the end product often falls short of expectations. Thanks to a government-private industry partnership, the work done on roundabouts has given a touch of green to otherwise horrendous traffic junctions and some particular areas have been considerably improved, too. But, generally speaking, the island lacks sophistication in embellishment and maintenance in so many public places is almost unheard of.

In calling for an upgrading of the infrastructure, the MHRA said that, as an example, the area from St Julians all the way to Sa Maison should be of uniform design, including standard railings, lighting, fitting and benches, among other things. This, it felt, would result in a neat and aesthetically pleasing appearance to public areas and should exude a harmonised Mediterranean character.

The call would seemingly presuppose that Malta has already passed the first basic stage in the development of tourism. This is not the case.

Take the Sliema-Gżira front, for instance: As runners were taking the last lap to the finishing line in the marathon last Sunday, tourists gathering there would not have been impressed by the bags of rubbish still lying against the trees. There were a few bandsmen playing near the Manoel Island bridge, giving a festive touch to the event, but whoever thought of the idea - probably the council - failed to take a wider view and ensure that the stretch was cleaned up of the rubbish and dog excrement. And, to take just another example of lack of fine-tuning to the needs of tourism, flotsam washed ashore in bays would have to be cleared even in winter as tourists enjoy lapping up the sun in the cold season too!

Catching up with what needs to be done all over the island will take more than financial means. More difficult to bring about is a general mentality attuned to taking real care of the island, for the benefit of all, not just for the tourists; care that instils pride in the country.