Showing confidence in Malta

We have been depending on tourism for our livelihood for more than four decades. Hundreds of millions of liri have been invested in the industry, and many more hundreds of millions have been generated in earnings.

But for all the efforts made, and all the studies and thought put into diversification, the bulk of our tourists still visit us in summer.

Then there are months during the year when the industry shrinks beyond what it should, considering the heavy investments made and the livelihoods depending on the industry's well-being.

To correct that imbalance, niche markets have been sought and developed, but two major ones, which are making a considerable contribution to the country's economy, remain linked to summer - the teaching of English as a foreign language, and diving.

The former attracts some 60,000 visitors, diving some 55,000. Both have become money-spinners for the country. They deserve all the help they can get to develop even further.

A third is being sought - golf. Its importance outweighs by far what has been achieved to date. For its main attraction for Malta is that it is a shoulder-month activity - those who play golf would not want to do so in the blazing glare of the summer sun.

Golf can be developed into a niche market on its own and those who argue that we do not need it cannot really have considered the implications of what they are saying. How can we ignore the sport's potential contribution to our tourism product - a contribution made, it should again be pointed out, when Malta needs it most?

We sell Easter, Christmas, and Carnival - all of them transient activities occurring in the shoulder months. Golf can be enjoyed throughout the year except summer.

It is estimated that the over-50s represent roughly a quarter of all golf players globally, and that they account for around half the total number of rounds played. The over-50s are already a significant visitor market sector here and demographic predictions indicate that this group is growing as the baby boomers age. Surely it is a sector worth exploiting!

Apart from its advantage of being enjoyed during the cooler months of the year, there would be two other advantages in having golf. For one, with a golf course in Gozo as well, the sister island's economy would benefit directly. Just as golfing facilities would attract visitors who otherwise would not have come to Malta, so would a golf course in Gozo get its own share of the visitor traffic so generated.

Golfers also see themselves as "adventurers". They would not travel across the Mediterranean to visit Malta and play golf, only to balk at the idea of crossing to Gozo to try the course there.

Golf facilities would also be an additional attraction to the Conference and Incentive Travel (CIT) market, which must rank as the major niche market Malta has developed.

Millions have been spent in conference facilities but nothing much by way of meeting the activity needs of the participants who attend the conferences.

CIT generates some 60,000 visitors, about the same as the students-of-English sector. But in CIT they are high-yield visitors, the five-star stayers, the people who use taxis. We need more of them but they need things to do, activities to occupy their time.

Ask those involved in the CIT market and they will tell you that one very common question posed by those who organise CIT travel relates to golfing facilities. Is there anywhere where their clients can play a round of golf? they ask.

Marsa is the only golf course we have at present. It was designed decades ago and cannot compare very well with international, modern courses, both for its layout as well as for its location. And as the only course available, it is already fairly busy.

Critics of the proposal to develop two other golf courses, one in Malta, the other in Gozo, wonder that such a risk should be taken with the country's limited land resources. The advantages of getting a few more visitors, so the argument goes, would be outweighed by the loss of very precious land.

The loss would be regrettable, though inevitable if we want to move ahead. But why must it be assumed that it would be "a few more visitors"? Diving tourism started slowly, look where it has got to, thanks to the efforts of the operators in the sector.

It has been argued that we cannot compete with, for instance, neighbouring Tunisia, which has more golf courses than we could aspire to have, which also has the same Mediterranean lapping its shores, and the same sun we have beating down on it.

That argument shows poor confidence in Malta, with its enviable heritage, its history, its natural attractions, its hospitable people. If the pioneers of tourism in Malta had been as defeatist as that, we would never have got as far as we have. Even in their initial efforts they were, as we are still, competing with Italy, Spain, France, and Portugal, among other major tourist destinations. But that did not daunt them. As it must not daunt us now.

The tourism pioneers showed confidence in their country, poured money into their projects, and today we are where we are.

Who is for over-caution and defeatism?

Critics should indeed consider that wherever the Maltese put their minds to developing a niche market, their efforts have been marked with success. In CIT, students of English and diving, those who ventured out have not looked back. In CIT especially, huge investments were needed, to introduce five-star quality.

The investments came, so did the conference participants. We need more of them. Are we to be afraid to lay a bit of land to get golfers to come to Malta?