Holiday or helliday

Malta has proved to be a popular tourist destination over the decades since the popularity of package holidays exploded in the seventies.

But faced with changing holiday trends, tour operator mergers, fierce competition and the shockwaves which the entire industry is having to deal with following 11 September 2001, our small Mediterranean island is struggling to find its identity on the tourism map.
Most of the players in the tourist industry have recognised the importance of tapping out new markets rather than relying on the traditional holidaymakers. The fragility of single markets following the huge mergers that have taken place was highlighted when Frosch Touristik downsized its business with Malta. We counted ourselves as lucky when we heard that some destinations had lost their share of the cake altogether.
Reliance on the old favourite – the British market – also proved to be dangerous. Although Malta is still a popular choice with holidaymakers from the UK, the numbers have been dwindling over the years. Younger generations’ preference for alternative resorts, a vast choice of destinations and a dwindling older market have all been cited as possible reasons.
Malta has made its bid to move with the market changes, although critics argue that we have left it late to tap some of the niche markets.
The nineties saw a trend for upmarket four and five-star resorts, aimed at tourists with more spending power and also the conference and incentive sector which proved to be an important one.
These hotels, which mushroomed in a short space of time, involved massive investment from the private sector and caused some critics to speculate as to whether the island really needed, or could accommodate so many premises.
Owners of three-star hotels also began complaining that they were being undercut, and a number of establishments in this sector closed, or adapted their line of business.
The five-star hoteliers also had their own gripes. Their main complaint, which still stands, is that the government has failed to make badly-needed investment in the infrastructure to help bring the island on a par with the five-star hotels that the guests are staying in.
This is undoubtedly a major issue when it comes to marketing Malta as a tourist destination. The developers would obviously like to see the government help give the island a facelift before serious marketing gets underway.
Their patience is wearing even thinner through government delays in contemplating suggestions for public/private enterprises. A number of entrepreneurs who have made substantial investment in projects have shown willing to bear at least some of the cost in upgrading the surrounding area, but the government appears cautious about putting its hand in its pocket.
Others who are more sceptical say we should accept that Malta is a three-star resort and concentrate on keeping our three-star tourists happy.
"Don’t kill the goose that lays the golden eggs" was a famous warning when we risked offending our egg and chips tourists by appearing to snub them.
But this argument loses its edge if we face the fact that many geese are choosing the Costa del Sol and Ibiza over Malta.
Yes, we can look at ways of luring them back, but new niche markets are also important. To mix metaphors, golden geese are important, but so is not putting all our eggs in one basket.
On-line bookings is one area that could bear fruit, while cultural tourism is another important one. But once again, say the operators, the government must help. Valletta is recognised as being a beautiful historic city, and even has UNESCO’s seal of approval, but it is sorely in need of a good clean-up. And many areas of interest that tourists would want to visit are lacking in even the most basic sanitary facilities.
Better enforcing of the laws relating to building works have also been called for on many occasions.
The events of 11 September had an immediate effect on the tourist industry worldwide, and Malta was no exception. Bookings were down and the normally buoyant conference and incentives sector suffered greatly, leading to a substantial number of cancellations. Malta’s geographical location did not help at a time when fear was the order of the day.
A special fund was set up to be used by the Malta Tourism Authority for specific marketing purposes of Malta as a safe and attractive destination.
The figures also began to improve and there are indications` that summer could be good. The industry will be watching and waiting with bated breath and hoping that the projections are on target.
But perhaps one aspect that we tend to forget is the contribution we as citizens or people working in the service sector can make. All too often we take our tourism industry for granted, and forget just what a massive impact its performance has on our economy.
A smile, a pleasant word and most definitely deciding not to try to rip off our holidaymakers certainly wouldn’t go amiss, and might make a difference to the impression of Malta that tourists take home with them.