Editorial

Few economic sectors have their problems discussed and analysed as extensively as those in tourism. And with good reason, too, for tourism remains a leading money earner for Malta. In truth, though, corrective action usually falls far short of all the talk that goes on about the need to give tourism that extra sparkle that can help generate new interest in Malta as a tourist destination.

The improved performance in the first nine months of the year should not delude us into thinking that we are on the way to complete recovery. We do not seem to be, one reason why in the budget for next year the government has sought to give a more tangible helping hand to the sector. Even so, Malta would still not make it unless we improve the product.

Improving the product is in fact the island's major challenge as it struggles to get an improved flow of tourists. Whoever wrote the chapter on tourism in the economic survey, which is published together with the budget estimates, put the problem right into its proper perspective when he analysed the tourism trend.

The survey says that the strong euro and decreasing airfares had led to a growing popularity of travel from Europe to destinations in the Caribbean or in Mexico and Brazil as these destinations became increasingly accessible and a competitive alternative to the Mediterranean. "Given the influence of these factors, the Maltese tourism industry is facing a challenge to remain an attractive destination in an increasingly competitive international market."

Are we as attractive as we think we are? In times gone by, when development had hardly begun, we were considered a quaint little place, well worth a visit. We were quite well known in Britain for our role in the war and the strong links that British servicemen had established during their stints in Malta served as enduring lure to them to revisit the island as tourists. But that chapter is long over; most of those links are no longer there.

In the frenetic urge for development, a great number of mistakes were made, in some cases these led to the ruining of precious assets, such as prime coastline. As Malta lost its lustre, as the smile disappeared from most of the faces of those who come directly into contact with tourists, new tourist destinations came into the market. Lower airfares, lower accommodation rates and improved packages opened up new travel horizons for millions of people.

We thought we would remain popular for ever, that things would remain static. We ignored the environment, and in the urge to get rich quick, overstepped our mark, creating ugly sites, obstructing precious seaviews and treating the little countryside we have with contempt. Still, despite all this, all is not yet lost, but only if we now try to get our act together.

One problem is that it does not seem that the message is being well understood by all. This explains the painfully slow progress being made to improve the product. Sporadic attempts are being made here and there to improving the environment in certain central localities but if we are to make real headway we would need to go well beyond this.

Over and above the measures the government has announced in the budget, what the country appears to need most is an effective on-going national campaign aimed at educating the people of the importance of tourism to Malta. The campaigns carried out so far have been largely weak and ineffective.