I was reading the story of an African king who sends his son out to learn the rhythms of the jungle. On his first outing, against the din of buzzing insects and singing birds, the young prince can make out only the roar of lions and the trumpet of elephants.
The boy returns again and again and begins to pick up less obvious sounds... until he can hear the rustle of a snake and the beat of a butterfly’s wings.
The king tells him to keep going back until he can sense the danger in the stillness and the hope in the sunrise. To be fit to rule, the prince must be able to hear that which does not make a sound.
The rhythms of the jungle are far removed from those of Malta but this old African tale is quite relevant to our country as it is reshaped by unprecedented economic growth. The tourism sector is booming, creating a positive ripple effect over other sectors of the economy.
Our people are employed and enjoying opportunities that help them improve their standard of living. Our society is embracing new social ethics, becoming more liberal in thinking and cosmopolitan in living as our economic success attracts various nationalities to live here in Malta.
Of course, all this is positive. It’s amazing how our tiny nation is achieving such outstanding results. And this did not happen by coincidence. Important restructuring initiatives envisaged by Prime Minister Joseph Muscat, who from the start of his political career 10 years ago as leader of the Labour movement promised to shake the system, are today creating economic growth and a feel-good factor.
“Think positive on all fronts” has been the inspiration for this economic success. However, because this transformed landscape is unprecedented for Malta, it is not easy to discern which initiatives will thrive or fail. Some argue that growth is creating too much trouble, so it must be halted.
This logic is fundamentally wrong. One cannot stop what is creating overall wealth. But we must all remember we are living on two rocks in the middle of the Mediterranean. What is the guiding principle in pursuing further economic growth?
Like the young African Prince, if we filter out the hype and noise and pick out the clearest signals, it will help us foretell the destiny of our economy: the need to embrace the principles of sustainability comes out loud and clear. Indeed, those principles, designed above all to ensure we make intelligent choices to improve present circumstances without degrading future prospects, should be fully integrated into economic growth strategy.
An ‘invaded neighbourhood’ is someone else’s ‘job opportunity’
Tourist arrivals are reaching levels we only dreamed about a few years ago. Without exception, the major problem of all stakeholders is availability of staff and staff qualified in basic hospitality skills, when not so long ago it was lack of heads on pillows.
So it’s important to recognise all stakeholders for their joint efforts in achieving such outstanding results. Tourism Minister Konrad Mizzi is leading a silent revolution which, if pursued, will contribute to the achievement of a more sustainable sector, setting Malta as a leader in best practices in the Mediterranean.
In Austria, sustainability and tourism have been placed under one portfolio. Perhaps this is something we can emulate. At a recent conference, the Minister for Sustainability and Tourism said Austria was heading towards a point where growth in numbers would not be sustainable. Therefore, his government’s strategy is changing from counting numbers to chasing quality of tourists and maximising spend.
‘Overtourism’ is a term used by professionals in the industry, yet means different things to different people. An ‘invaded neighbourhood’ is someone else’s ‘job opportunity’. What can we do to mitigate the threat of overtourism in Malta?
First, carry out a carrying capacity assessment (how many is too many?). The last time this was done was in 2001, establishing that the two main limiting factors for growth were space and the host community tolerance level.
Strengthen those public agency functions tasked to manage the product because of increased pressures on infrastructure – cleanliness and upkeep of public areas and traffic management must be at the forefront.
Intensify efforts towards market diversification in terms of even better seasonal spread as well as geographical spread, for example to the south of the islands away from the traditional resort areas.
Promote fiscal incentives in aid of diversification away from the mainstream, including to carriers in the winter months, and reducing or eliminating them altogether in the peak months.
Enhance the polluter-pays principle by ensuring that all visitors, irrespective of the type of accommodation, pay their eco-tax.
Enforce stricter regulation and quality standards in hotels, residential accommodation and restaurants.
Manage visitor numbers to popular sites as successfully implemented at the Hypogeum, starting with St John’s Co-Cathedral.
Embark on a master plan for tourism 2020-2040. The existing tourism policy encompasses a “vision for Tourism 2030 based on the concept of controlled growth”. However, this needs to be implemented and supported with effective measures and constant monitoring of KPIs. The aim is to position ourselves as leaders and a case of best practice in Mediterranean tourism.
Let me conclude with these words: “Those that are responsible for planning tourism must be careful to ensure that tourists and locals do not destroy what tourists have come to see. One must, therefore, take all necessary precautions to avoid killing the goose that lays the golden egg.”
Tony Zahra is president of the Malta Hotels and Restaurants Association.