Editorial | Wednesday, 30 July 2008

It’s the product

The peak of the tourism period is an apt moment to take stock of our tourism product. It is heartening to notice the commitment of the new tourism parliamentary secretary Dr Mario de Marco to product improvement, placing this goal as his central focus. He has publicly made known his shared belief that the enhancement of the tourism product is the best way to add value to our vital industry which will further boost our tourism figures and the spending power of the tourist. His focus is spot on and in this matter he has our full support. We augur that a sense of realism will dictate action taken by the tourism authorities.
Any objective analysis of the situation must start off by recognising the decline in the spending power of the average tourist burdened at home with spiralling oil and food prices and. This squeeze on spending further sends a clear message on the importance of investing in the product, which will enhance our competitivity. We are also on the threshold of a fully-fledged aviation war whereby the future of low cost with the recent decision by Ryan air to push further down its prices inspite of the hike in oil prices is tantamount to a game of Russian roulette. It will either see Ryan emerge as the strongest world airline or meet the end of Freddie Lacker. The implications on our tourism are also effected by this outcome, since low cost has increased tourism to Malta by making us more accessible as a destination.
The tourism authorities would be well advised to compile a blue print including all the concrete measures which need to be implemented in order to enhance our product. Suffice it to mention three key areas, the general cleaning of the island, the regeneration of Paceville, the upgrading of Cirkewwa and the behaviour of language school students. Certainly a tall area, but with the political skills of the tourism secretary one hopes the task can well be achieved.
When it comes to the cleaning of the country, the areas of responsibility of both central and local governments need to be looked into. It is clear that the majority of local councils (either due to lack of funds or as a result of mismanagement) are unable to keep their local areas clean and the time to look into more professional subcontracting should be seriously considered. Paceville, the Mecca of Maltese entertainment, has not managed to reach the standards expected of a centre hosting the numerous clubs, bars and catering establishments. Government must consider appointing a chief executive officer for such areas, with a brief to ensure the zone is kept clean, introduce a zero tolerance policy to excesses and to transform the area into becoming the natural playground for tourists staying at the five star hotels.
Paceville must convert itself to receiving high added value tourists visiting its clubs, restaurants and bars, many of whom shy away from the area dominated by shabby behaviour, binge drinking and vulgarities.
The recent introduction of CCTVs in the area is a laudable step forward but it needs to be supported by the presence of an active police force, a fully equipped clinic and increased pedestrinisation.
The Cirkewwa passenger terminal needs an upgrade. Cirkewwa is the first stop after tourists travelling to Gozo land at the airport. It is in a shambles and urgent remedial action is required.
The location of language schools in the entertainment area displays a preference for partying rather than a commitment to the learning of a foreign language. The operators’ decision of location is short sighted and has only served to further distance the five star hotel guests from staying away from Paceville with long term loss of serious earnings for the catering establishments. The behaviour and sense of lawlessness, which prevails in the area, will inevitably affect the long-term interests of our tourism.
The tourism industry must also ensure high service standards. There must be a legal obligation for persons working in this industry to be properly qualified.
We are certain that many of our suggestions have been given full importance in the highest of tourism circles. Sadly, they failed to be realised because of red tape and a sense of belief that tourism will carry on reaching our shores regardless. Nothing could be further from the truth; the tourism industry worldwide is going through a rough patch likely to get worse with the winners being the destinations which have prepared themselves to compete in a fiercer global climate.
We are certain that the parliamentary secretary is fully conscious of this reality is committed to enhance the product. It is now time to put the talk aside and to implement the necessary improvements. Much progress can be implemented with the stroke of a pen, the throwing of responsible financial resources and the re-examination of government spending in the tourism sector.