Planning for sustainable tourism

The Maltese Tourism Society has followed closely the recent arguments over the tourism product. While understanding these concerns, the society also notes that the comments made have been aired for years now.

The problems raised are the same identified in the tourism development plan for the Maltese islands way back in 1989. A lot has been achieved in specific sectors relating to the improvement of the tourism offer; however, there has not been as yet an integrated effort by all stakeholders to ensure a radical improvement.

The society feels that unless this aspect of tourism development is given greater importance and strength than it has up to now there is very little hope that this important sector of the economy will strengthen.

Planning is not easy and many other tourist destinations that have reached the later stages of the tourist area life cycle find it somewhat difficult to restructure the sector. The experiences of the Balearics and, particularly, the municipality of Calvia, in Majorca, are examples where with real commitment a rundown tourist destination can rejuvenate and spark the long-term process of achieving sustainable tourism.

Tourism in Malta has been strongly led by the private sector and very often decisions have reflected private sector interests. This is important and has been instrumental for its development.

Where is the participation of other stakeholders in the decision-making process and in directing the future of the sector? Are NGOs and representatives of the local population taking the opportunity of participating alongside the private sector in taking decisions about this industry which, after all, affects their own environment and quality of life?

It has become very comfortable for the tourism industry to complain about cleanliness and a degraded environment but many examples in the past indicate that this same sector was not so sensitive to environmental issues. Such experiences are still in evidence today.

The construction industry, which is also an important economic sector generally, seems to conflict with the requirements of the sector. Tourists and tour operators have complained of construction activity in tourist areas. The country needs to set its priorities right.

Tourists escape their own hectic urban environments in search for more tranquil and relaxed holiday destinations. It becomes a nightmare for them when they find that their hotel is next to a building site.

The size and nature of the Maltese islands call for a cautious approach to development and one which has to be carefully planned. Unfortunately, the country lacks the discipline to implement the overall development plan based on sustainable development principles which sets future development priorities in an integrated approach.

Development projects should emanate from an integrated plan to ensure the improvement of the overall tourism product in a coordinated and holistic manner and one which ensures an acceptable pace of development. This should be one which respects environmental and social capacities while reflecting the economic and market realities of the country.

There is a lot of talk for further investment in the sector. It is true that funds are important, however, it is more important the way these funds are spent. The society looks forward to seeing the results of some of the initiatives which have been taken recently by Heritage Malta after the years of neglect which this important sector of our culture has gone through.

The tourism authorities have an important role to play to encourage development in the sector and to ensure that planning plays an important role in the development that is encouraged. The two strategic plans published by the MTA are important.

Do we have an idea what we want the Maltese islands to look like in the long term? Do we know what types of experiences tourists will be offered in the future? Unless we are clear about this, we will still suffer to emerging destinations which are ensuring that their tourism is planned and developed along sustainable tourism principles, ensuring a strong sector in the future.

This can only be achieved by involving all stakeholders in a serious and constructive discussion as well as participation in the decision-taking structures. We have developed a tourism industry but we have not developed a tourism culture as yet.

The foundations of a solid tourism industry can be strengthened by widening participation in the decision-taking structures, restructuring the tourist resorts to meet future demands, ensuring that national development in all sectors grows along a well-charted plan which integrates the requirements of all sectors to minimise any potential conflicts.

We need to improve our country for ourselves first and have respect for the local population for tourists to experience a satisfactory tourism product. If what we do is aimed at the tourist, then we are shortsighted. Other resorts are improving their resources primarily for the local residents first and to offer them a better quality of life. Through this approach tourists are also bound to benefit.

Having said all this, it is the intention of the society to work closely with other NGOs, local councils and the government to ensure there is a culture change in the way we perceive and develop tourism, one that is based on planning and sustainable development principles.

The society has already organised two events, the first on promoting local heritage for sustainable tourism development together with the Association of Local Councils and, earlier on this year, a tourism foresight seminar which sought to instil a long-term thinking among key stakeholders in the sector. The society is working on developing this approach further.

The sector is currently at a crucial stage of its development. The islands can choose to give greater emphasis to development or choose to plan development.

Crucial decisions need to be taken for the benefit of the sector, the investors and the local population. There is a great deal of opportunity in all areas and localities in Malta and Gozo which should offer the appropriate product to visitors.

Unfortunately, we risk losing those authentic elements which are necessary to promote the islands' unique value proposition. If this occurs we are laying the tombstone for the sector.

Mr Ellul is general secretary of the Maltese Tourism Society.