What are the objectives and New Year resolutions of the main stakeholders in the tourism industry during 2010? Will it be more of the same? Buy one, get one free (or even two or three)? An all-inclusive weekend package at a five-star hotel for the cost of three star accommodation or even travel on any low-cost carrier and pay the equivalent of a taxi fare across the island (not to mention the free-for-all to get to your seat or the limitation on one's luggage allowance!)? Or could it be that some of the practitioners out there may see the light and "get real" to the true meaning of value for money?
But what is the meaning of "value for money"?
It is all about offering genuine, home-grown hospitality and service without the glitz and rather tawdry clichés and captions that go with the traditional advertising. "Bask in the Mediterranean sunshine" is one well used caption that fails to explain to people two basic facts: the dangers of what it highlights in terms of health and the fact that the Mediterranean sun is not the monopoly of just one destination in the region.
People are being encouraged to travel for no specific interests but to enjoy a nine-day holiday, lying on the hot sand of some featureless enclave like some character from the old television series The Prisoner. (Remember that one? It was the series with Patrick McGoohan made in the 1960s and featuring a time-locked village where all the inmates could enjoy hospitality during their stay but could never leave.)
We have forgotten what travel is all about here. We have forgotten that this should be an experience in intercultural exchanges that are far from the theatrical farces we find in many destinations. Some examples spring to mind: Flamenco nights (usually in a part of Spain where this traditional dance was never really popular); bullfighting in Catalonia (when this sport is not seen as a popular past-time by the residents of this region) and the Lejla Maltija (using rather cheap costumes that are far from the more simple and authentic clothes worn by locals in the past!). There are then the famous or infamous nights - Italian, Greek, Spanish or Maltese, where the food and beverage has little to do with the more indigenous variety and the entertainment and environment have little to do with anything the elders of the community can remember from their childhood!
Why can't we just be ourselves when it comes to hosting tourists? Why do we feel that we have to put on these shows of complete and utter fiction? Is it because we think that by making visitors feel as if life to us who live here is just one big festival of colour and merrymaking we are creating the idyllic holiday destination? That is not value for money; that is simply creating a diversion, offering a false experience to the visitor. Yes, there is a chance we may fool most of the people some of the time but we cannot fool all of the people all of the time and, one day, that false image may be exposed. That will be a sad day for all those who believe that tourism is really about experiencing the true history, friendship, culture and character of the host community.
I really think we should consider theses serious issues throughout 2010 and analyse just where we can offer real value for money and where we have been wasting time on the useless and short-term gimmicks that many visitors are beginning to see through. Enough of offering extra amounts of mediocrity. Let us just offer simple hospitality and genuine experiences that reveal our unique history and culture. Perhaps then we can feel more self pride and civic awareness in our own selves!
Mr Zarb is vice president of the European Union of Tourism Officers.