Action speaks louder than words

Ggoing through a well-established foreign newspaper, a particular phrase caught my attention. I quote: "When a plane has to be landed in a storm, you don't ask if there is someone nice here. Nor do you ask whether there is someone who looks like a pilot or talks like a pilot or once stood next to a pilot during a flight. You ask if there is a real pilot here, not a nice guy, not a back-slapper". Although this was used in connection with a completely different context, it still made me think about the prevailing situation in the tourism industry.

The above quote impressed me because very often I get the feeling that people in authority are more worried about the impression they give than about actual performance. Impression counts but what really should matter are concrete efforts and efforts are not always necessarily pleasant to everyone. This is more so within the context of the present economic situation and, in particular, the tourism sector.

It is true that tourism is vulnerable to economic uncertainty, mainly because, unlike more basic needs, travel and tourism involve discretionary expense.

This does not mean that people will stop travelling and tourism will hit the ground permanently.

Past experience clearly demonstrates that, after any international crisis, such as the September 11 events, people will still continue with their lives. Maybe it will take some time but people still continue to travel.

But does that mean that all we need to do is wait for the world's economies to flourish again, hoping we can benefit from it without doing our part? I think not. Such line of reasoning is faulty. Indeed, the tourism and hospitality business needs to adopt itself to the prevailing environment.

Stakeholders know that travellers now operate on a tighter budget. Hence, they need to offer more. This does not necessitate some extraordinary measures but stakeholders need to be more creative in their work. A case in point is the weakening of the sterling, which has certainly impacted negatively on Maltese attractiveness to the average British traveller. Although from our end there is nothing that can be done in terms of currency movement, there is still room for mitigating. So, why not start repackaging our product, for example offering free-bus tickets and other free transportation to tourists? This will give tourists more value to their money.

However, leaving all the hard work to the tourism operators is not enough and will not solve anything. It is here that the government has an important role to play and not only by taking the role of coordinator but the government should play an active and direct part.

Unfortunately, the authorities seem unwilling to do this. You look around and all you see is that efforts, when they are made, are often done in an uncoordinated manner. Very often conflicting messages are being sent. Different projects and initiatives are taken every now and then but there is not a well-established strategy. The authorities in general want to be everything to everyone. They want to be here and there at the same time. Indulging in this frame of mind serves only to mess up priorities.

I'm not saying that we need to put all our eggs in one basket. Far from it. It is essential to continue to encourage the diversification of the tourist product and to continue to look for and to develop niche markets.

Many of the problems we are facing, whether in tourism or in other areas, cut across several sectors. Effective solutions require an integrated approach and cooperation between the various authorities and stakeholders. This requires a firm and determined action by all. But, it is imperative that the government stops looking for excuses and starts facing the challenges with the required determination and stamina.

The author is shadow minister for tourism.

mlcoleiropreca@gmail.com