Tourism sector 'too flabby'

Tourism development in Malta has exceeded its limits, a seminar on sustainable tourism heard yesterday.

John Pollacco, author of In the National Interest - Towards a Sustainable Tourism Industry in Malta, spoke of the urgent need to debate the possibility of "scaling down the sector and getting rid of its flab".

He said this course of action did not necessarily imply scaling down the sector's economic contribution but could mean reducing the dependence of the island's economy "on one dominating, but often ailing factor".

The seminar was held at the Foundation for International Studies, in Valletta.

Referring to Mr Pollacco's strategy - based on establishing the economic role of tourism at a feasible size and reducing the loads on the country's resources and fragile eco-system, Terry Stevens, the keynote speaker, said that if Malta were to successfully restructure, regenerate and reposition itself, a radical approach was needed.

"Malta is an intriguing, evocative and highly respected tourism destination and the planning of its future deserves the best attention," he said.

Prof. Stevens has over 30 years of experience in the tourism industry and has worked in over 25 countries for a wide range of clients, including the World Tourism Organisation and the European Commission. He was involved in the tourism plan for Malta in 1987 and has visited the island 25 times.

Speaking about Sustainable Tourism Development in Practice: Exploring the Reality, Prof. Stevens said tourism in Malta and across Europe was at a crossroads, particularly in terms of the understanding of sustainable tourism development.

The industry has become even more complicated and, in the context of fast-moving trends, such as the internet, low-cost air travel, new open borders and an ever-increasing range of products and destinations that are vying for market share, it is timely to reassess the concept of sustainable tourism development, he said.

"There now appears to be a renewed call for action, open debate and a fresh, realistic view as to what sustainable tourism development should mean in the future."

According to Prof. Stevens, managing the expectations of the destination stakeholders and the consumer is the key to a sustainable approach to tourism in the future.

Tourists are becoming more demanding of their holiday destinations in terms of quality, service standards and the overall experience. The UK and Northern European markets are increasingly travel experienced, more educated and aware of environmental issues, more affluent and more informed about their destination.

Trends suggest the continued growth of markets that are seeking niche sustainable products, but, more importantly, high-quality destinations with safe, litter-free towns, good transport systems, respect for and the promotion of culture, clean air, water and beaches and service standards, among others, Prof. Stevens said.

Destinations that could provide these high-quality experiences would achieve long-term success and higher income yields per tourist.

By 2010, sustainability considerations were expected to play an important role in holiday decisions for the majority of the UK leisure travellers, he said.

Malta should also consider looking into the concept of "slow tourism", which is rapidly spreading across Europe and is about slowing down the pace of life and taking time to enjoy things, Prof. Stevens suggested.

Tourism and Culture Minister Francis Zammit Dimech was of the opinion that "the way ahead is to opt for a higher return of tourists, who inject into the economy a greater economic yield, without necessarily sacrificing numbers".

Dr Zammit Dimech questioned "whether we could go on increasing the number of tourists who visit Malta, or whether we should concentrate more on up-market tourism".

Malta Tourism Authority statistics showed that 200,000 tourists visited Malta for its historical and cultural heritage, he said, adding that cultural tourism should become the major attraction.

A third of tourists visited Malta for its heritage, the learning of English, underwater diving and the conferences and incentives market - sectors that were bound to grow to make up for losses within a sun, sand and sea market.

Dr Zammit Dimech said the decision to place under one ministry tourism and culture created the necessary synergy for more coordination in these two important sectors.

He was pleased to announce the agreement reached between Heritage Malta and the unions, which envisaged keeping museums open in the afternoons in summer and on Sundays and public holidays. The agreement not only helped the Maltese become more heritage-friendly but was also important to the tourism industry.

The minister held out Burgenland, in Austria, as an example. An Objective I region like Malta, Burgenland had through European structural funds managed to change its economy, launching 17,000 projects, investing €2,366 million in under 10 years, creating 10,000 more jobs and increasing overnight stays by 18 per cent.

Dr Zammit Dimech said: "We have to put our house in order through further infrastructural and environmental projects which are an important requisite for a better tourist product".