Photo: Comino, Malta: Sunbathing at Blue lagoon - on 16 July 2015. via Jaroslav Moravcik
A workshop and roundtable discussion held by the Island Tourism Platform held on 27 October 2023 focused on four interlinked strategic directions in pursuit of sustainable tourism, namely:
- Assigning major importance to controlling the quantity and improving the quality of tourism
- Improving the Maltese tourism product offer, which is needed to attract quality tourists by providing them with a quality experience, which should in turn also reduce the negative impacts associated with mass tourism
- Directing tourism publicity and promotional funds main to attract quality tourists, and
- Democratising tourism strategy decisions and their implementation by involving a wide set of stakeholders in decision-making.
In the introduction to the workshop, Prof. Avellino referred to the meaning of sustainable tourism, which was as defined by the World Tourism Organisation as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and the host communities.â€
The academics present were invited to refer to the most salient and possibly urgent issues which should be addressed over a 3-year time-frame. The impetus for this is the concern surrounding the negative impacts that significant increases in tourist visits have on the environment and the socio-cultural fabric of the local residents. The sudden rise in visitors is also thought to be negatively affecting the tourists’ experience itself.
During the workshop, the term quality tourism was often mentioned, referring to discerning tourists who care for and respect the host community, its culture and its physical environment, as well as recognise the value of and accept to pay the right price for what is experienced in the host destination.
A view that was often expressed during this event was that in the case of Malta, given its small size and very high population density, and the islands’ environmental and social sensitivities, the strategy should first and foremost address issues relating to the number of incoming tourists. The participants agreed that this necessitates making choices about the type of tourism activity that best suits the country, with due regard to the quality of life of the host community and the islands’ fragile ecosystem. This implies coordinated decision-making in different policy fields.
Participants at the workshop acknowledged that controlling tourist inflows, possibly leading to no-growth or a reduction in inbound tourism, could lead to a decrease in tourist expenditure, unless better quality tourists are attracted through the provision of a quality tourist offer. If such a decrease materialises, this would adversely affect the income of many businesses and households.
A sustainable tourism strategy should consider this deficit and calls for careful planning regarding the future of tourism business and tourism accommodation in particular, to ensure that this does not cause undue hardship for those affected. However, a change of direction with regard to tourism planning is of paramount importance. It was also noted that quality tourism is likely to usher in new business opportunities and new employment prospects.
The participants discussed how the tourist offer can be improved, and the following issues were mentioned, amongst others:
- cleanliness
- protection of the natural beauty of the islands
- orderly and safe ambience, and
- suitable enforcement of laws and regulations.
The third strategic direction discussed during the workshop related to promotional funding. It was remarked that some publicity is intended to position Malta as a cultural heritage destination, and to identify its distinctive culture and rich history, but this aspect of tourist promotion would seem to be given secondary importance in large-scale funding. There should be a radical change as to what activities should be sponsored by the government, focusing more on what Malta has to offer for quality tourists, in terms of a unique experience.
The participants also discussed the need to democratise the tourism strategy and its implementation. It was pointed out that the current Government strategic policy was launched after consultation with stakeholders and meetings were also held afterwards for stakeholder feedback.
It was argued that further democratisation of the process would lead to the inclusiveness of the host community, involving itself in the strategy together with the government and business interests. Conflicting interests will inevitably arise, but that is the purpose of policy-making. As argued above, sustainable tourism means balancing the needs of visitors, the industry, the environment and the host communities, and such a balancing act would not be possible without effective consultation.
It was acknowledged by most participants that changing course, and aiming for quality rather than quantity, will not be an easy task to carry out, as there are various conflicting interests and agendas involved in tourism. For example, business interests, sometimes seeking short-term gains rather than social responsibility, are not likely to relish constraints on their freedom of operation.
Participants agreed that instilling the active participation of the host community, leading to inclusive tourism development, should improve the possibility that tourism enhances the quality of life of the residents, while at the same time providing a memorable experience to the visitors.
Democratisation of the tourism management process should therefore be assigned major importance in a strategy for sustainable tourism.
