Editorial

From very modest beginnings in the early Sixties, the tourism sector has grown to become the second biggest contributor to the Maltese economy. This has been achieved through investment by the private sector in hotels, restaurants and other facilities, the steady growth of Air Malta, active Government support in various forms, particularly the training of staff for the sector provided by the Institute of Tourism Studies, marketing and publicity campaigns organised by the Malta Tourism Authority and its forerunners, and, not least, the country's political stability and generally crime-free environment.

It is equally, true, however, that particularly in this age of globalisation, tourism essentially remains a shy bird which has to be patiently lured and coaxed by various means, since it is prone to fly away at the slightest threat, real or perceived.

In an increasingly interdependent world, terrorist attacks in one part of the Mediterranean, for example, could easily reverberate to the rest of the region, scaring away the tourism bird to safer havens and destinations. Similarly, a depressed economic situation in our main markets - the UK, Germany, France and Italy - could very well reflect itself in cutbacks or drastic changes in holiday patterns, with people who normally holiday abroad preferring instead to stay at home.

Ever since the terrorist attacks on the United States of September 11, 2001, our tourism sector has been affected, although not as badly as some feared. But the industry in Malta has not yet fully recovered to its pre-2001 levels.

The Malta Hotels and Restaurants Association, in the latest of its periodic assessments of the industry, last Thursday announced that in the three summer months - Malta's peak season - both hotel occupancy levels and average achieved room rates were lower than last year. MHRA president Winston J. Zahra expressed concern that the trends for the tourism sector in Malta were worse than those for Europe generally.

While welcoming the unchanged 5 per cent VAT rate and a Lm10 million fund for the upgrading of the Malta product, Mr Zahra appealed to all - the tourism sector, Government, constituted bodies and every single individual in these islands - to improve the quality and competitiveness of the hospitality we offer visitors.

It is an appeal which should be taken up not just by those who are directly involved in the tourism industry, but also by whoever has the national interest at heart. Making our country look better means not littering, or rather, treating public spaces as if they were one's home. Improving hospitality means not overcharging the tourist at every opportunity, and being courteous and helpful at all times. Being competitive means going the extra mile to make the visitor feel he or she is in a special destination which, apart from being blessed with a good climate and a rich history, stands out for the friendliness and warmth of its people. It means that operators, in particular, should not be too greedy and think they are making hay while the sun shines while in effect reaping a very short-term benefit, compromising their long-term prospects.

Interestingly, the decline has not affected the UK market, which remains the mainstay of our tourism sector. However, if we want the desired diversification, a much greater effort has to be made to attract tourists from Germany, France, Italy and Spain (where a phenomenal growth in the number of arrivals by sea as cruise liner passengers means that there is definitely a market for Malta in that country too).

This can be done by making these visitors feel at home, and what better way to do this than by having more tourism-industry personnel speak French, German, Italian and Spanish? The Japanese market, and eventually the Russian and Chinese, should not be ignored either. But making it easy for these tourists to come here is a priority.

The imminent accession of Malta to the European Union means, among other things, that Air Malta will be able to operate flights not directly originating or ending here. These flights should make it easier for European and other visitors to get to Malta. It is well known, for example, that flights from France are routinely booked solid, which means that only the most persevering French tourists succeed in visiting the island.

Friday's announcement by Malta International Airport chief executive Peter Bolech that low-cost carriers could start operating from Malta after May is welcome news, as is the MIA's decision to invest Lm20 million over the next 15 years.

These 'infrastructural' improvements however, must be accompanied by an all-round effort by all these islands' residents, to the extent of their responsibilities, to ensure that the shy bird thinks of Malta more as its nest than as a mere hopping place.