The recent controversy about the advert of the restaurant chain New York Best and the subsequent interview in another newspaper triggered something that is indeed close to my heart.

We could spend time discussing whether a masterpiece of Leonardo da Vinci represents a symbol of Christianity or not or whether it is just a work of art. For those who are too young to remember, film director Mel Brooks had made a parody of that same painting.

However the core of the issue is not da Vinci’s painting but whether Malta will ever become a first class (to use an airline analogy) tourist destination. One of the points made by the Diaconos (owners of New York Best) was that Malta does not boast of even one Michelin star restaurant while small towns and villages in Sicily do. And this goes to the very heart of the matter.

We are all very pleased with ourselves with the performance of the Maltese economy and the tourism sector in particular, as we should be. We have not had any severe economic problems or significant downturns in tourism for the last 30 years in spite of, at times, a difficult international environment.

A comparison between our tourism sector three decades ago and our tourism sector today, would show a complete transformation, achieved thanks to everyone’s contribution. The strong performance we are enjoying today owes its origin to the public and private investment made 30 years ago and over the years since then.

In spite of all this good news, we have still not made it to the premier division

One can even take a broader view and look at the economy as a whole. We have renewed the manufacturing sector. We have developed a range of services activities that have provided more jobs than there have been persons available. In the meantime our welfare system continued to provide us with a good safety net.

In spite of all this good news, we have still not made it to the premier division. Again, using an airline analogy, we are good superior economy class but still not first class. The point about there not being a Michelin star restaurant in Malta has to be seen in this context. It does not mean that because one has a Michelin star restaurant, then one is by definition first class. However one cannot talk of being a first class destination unless there is a Michelin star restaurant.

We can also refer to the retail offering. We do not have a Prada or a Dolce & Gabbana outlet. It does not mean that our retail outlets are not up to standard, but we cannot be considered a first-class destination unless we have luxury shopping.

We are also aware of our infrastructure problems. The investment that is required in road repair and reconstruction is immense. Our electricity distribution system needs upgrading. Then there is the question of service. Again it is generally good but we know it is not first class.

We are in the middle of the peak tourist season. Thanks to the efforts of all stakeholders over the years, we have managed to extend the duration of the peak season. The shoulder months are also returning good results. There is a willingness by the tourism sector to invest, but can the country absorb this investment? The question is pertinent as there are doubts as to whether we have the physical and human infrastructure that enables this investment to be sustainable.

Given the tourism numbers that Malta is attracting, we know we are getting close to the limits of our capacity. We now have the opportunity to transform the country as a tourist destination into something akin to first class. This should not mean high-rise buildings but first class service and first class amenities.

We know we need to make this quantum leap forward.

Thinking of the tourism sector as a way of making a quick buck does not enable us to make this quantum leap. On the other hand, understanding that we are in it for the long haul and doing something about it, will generate this quantum leap.